A rendering of Smoothie King’s new store design
Source: King of Smoothies
From the rise of GLP-1 drugs to the backlash against artificial ingredients, today’s wellness trends are fueling Smoothie King’s growth.
“There are significant industry tailwinds behind what we’re doing,” said Gavin Felder, the chain’s president and CFO. “What we’ve learned is that people are much more aware of the choices they make. A lot of people are now focusing on protein and fiber and all that good stuff.”
Founded more than 50 years ago, the private chain takes credit for coining the word “smoothie” and popularizing health drinks. CEO Wan Kim, a former franchisee of the brand in South Korea, has owned Smoothie King since 2012. Last year, the company sold a minority stake to private equity firm Main Post Partners and said the deal would help Smoothie King accelerate its growth and innovation.
“If you start the clock [in 2012]Since then, we have grown our system sales at a double-digit compound rate,” said Felder, who joined the company two years ago after spending 16 years at KFC owner Yum Brands.
Over the past five years, Smoothie King has increased its number of locations by about 23%, the company told CNBC. The chain’s network-wide sales increased approximately 64% during this period.
In 2025, the company reported revenue of $66.16 million, up 4% from the previous year, according to franchise disclosure documents. Its net profit, however, fell about 6% to $14.84 million. By the end of the year, Smoothie King had more than 1,200 locations. Franchisees operate more than 96% of the chain’s stores.
Today, as consumer tastes shift more toward maximizing nutrients, protein and fiber, the chain sees an opportunity to both improve its existing locations and build new ones.
In April, Smoothie King announced a new store design with what the company called more “warmth” and “accessibility” — a change from its current “stark, functional aesthetic” — and plans to gradually introduce it across its footprint.
And more stores are on the way: The chain said franchisees have committed to opening more than 200 new stores in the coming years. It also plans to expand further into the flatbread food business, building on its existing smoothie bowl, yogurt bowl and loaded toast options.
Smoothie King and its franchisees will open approximately 90 new locations this year, according to Felder.
The boost to well-being
While Smoothie King was growing before the current frenzy for protein and fiber, the trends have boosted its sales at a time when many restaurant chains are struggling to attract frugal consumers.
The growing adoption of GLP-1 drugs, such as Ozempic and Wegovy, is partly responsible for consumers’ interest in increasing their protein and fiber intake. Then there is the growing trend among consumers and regulators away from so-called ultra-processed foods and artificial flavors and colors, fueled in part by the Make America Healthy Again movement led by Health and Human Services Secretary Robert F. Kennedy Jr.
Smoothie King was somewhat ahead of the curve; In 2019, the chain completed its “Clean Blends Initiative,” which removed preservatives, artificial flavors and colors, and genetically modified fruits, while adding organic vegetables.
“We have a list of ‘no-nos’ that’s longer than Panera’s, which is longer than Chipotle’s,” Felder said.
In the future, along with its store redesign, Smoothie King plans to share more of its story, from its creation to its banned ingredients.
“Many of our guests are concerned about their health and well-being,” Felder said. “They want to make sure they’re tracking everything they can. They’re very interested in transparency and the level of information they can get about our brand and our products…It’s a tremendous tailwind for the category.”
As the national average gas price hits $4 per gallon, consumers are showing signs they are becoming more budget-conscious. A number of catering companies, Domino’s Pizza has Chipotlereported that sales slowed in March, after the start of the US-Israeli war against Iran.
There is also more competition than ever in the restaurant industry for health-conscious diners and protein-rich snacks and meals.
Nonetheless, Felder is optimistic that consumers would still purchase a FiberMaxxing Smoothie or Spinach Pineapple Smoothie Power Meal, rather than skipping the drink or making it at home.
“We believe – and I’ve seen it – that when customers are overwhelmed, they’re more likely to spend on things that make them feel good, rather than on things that make them feel guilty.”