Schaefer previously served as CMO for quick-service and casual dining restaurant brands Jamba and Cheddar’s Scratch Kitchen. Credit: Smoothie King/ PRNewswire.

US-based health and fitness fast-casual brand Smoothie King has appointed Claudia Schaefer as its new chief marketing officer (CMO).  

Schaefer brings extensive experience in transforming restaurant and retail brands to her new role at Smoothie King, where she aims to drive revenue growth and enhance customer experience. 

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Schaefer is set to guide Smoothie King through its next growth phase, overseeing all marketing efforts and focusing on defining the brand’s purpose.  

Her strategy will leverage consumer insights to drive traffic and accelerate sales growth.  

Her previous role as chief experience officer at Caliber, a $6bn parent company, saw Schaefer successfully position and market the Caliber brand while enhancing guest experiences. 

Smoothie King CEO Wan Kim said: “Claudia’s expertise in brand-building and strategic marketing will be critical as we continue to strengthen our brand and drive growth in 2025 and beyond.  

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“We’ve built some very meaningful momentum in recent quarters, and with Claudia’s leadership, I believe we are poised to make 2025 our best year yet. We’re so excited to welcome her to the Smoothie King team.” 

Before joining Caliber, Schaefer served as CMO for quick-service and casual dining restaurant brands Jamba and Cheddar’s Scratch Kitchen.  

Her strategic marketing initiatives there led to increased traffic and sales by emphasising relevance and differentiation.  

She also held significant roles at Brinker International, where she contributed to marketing and culinary innovation. 

Schaefer said: “I’m thrilled to join Smoothie King, a brand whose mission to encourage healthier, more active lifestyles resonates deeply with me.  

“I look forward to leveraging my experience to build on this purpose, connect with our guests in new and meaningful ways, and help drive the brand’s continued growth in 2025 and beyond.” 

The announcement of Smoothie King’s new CMO follows the brand’s latest quarterly business update.  

In 2024, it opened 84 new stores, with agreements for further expansion across 24 states and 39 designated market areas.  

The fourth quarter alone saw 25 store openings nationwide, marking the brand’s 1,200th domestic store and showing growth in key markets such as Chicago.  

In 2025, Smoothie King anticipates opening 105 new stores across the US.