The company aims to bolster operational excellence and sustain its growth trajectory through these changes. Credit: Mahmoud Suhail/ Shutterstock.

Tropical Smoothie Cafe has announced significant changes to its leadership team with the appointment of Jonathan Biggs as its new chief operating officer (COO).  

The company has also announced the internal promotions of Chris Sasser to chief financial officer (CFO) and Karen Wickliffe to general counsel (GC). 

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Biggs joins Tropical Smoothie Cafe from Baskin-Robbins, where he was the brand head managing operations throughout the US.  

Biggs’ background as a Georgia Tech graduate equips him with an engineering approach that will be crucial for the brand’s forthcoming growth phase. 

Sasser’s elevation to the role of CFO follows the retirement of his predecessor Paul Marsden.  

The contribution of Sasser has been pivotal in developing Tropical Smoothie Cafe’s fiscal strategy and performance. 

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The promotion of Wickliffe to GC comes after the retirement of the company’s former legal head at the end of 2024.  

Wickliffe’s in-house and law firm experience, combined with her seven-year tenure at the brand, positions her to manage all legal affairs and collaborate closely with leadership on strategic initiatives. 

Tropical Smoothie Cafe CEO Max Wetzel stated:  “These leadership appointments mark an exciting new chapter for Tropical Smoothie Café.  

“Jonathan’s operational expertise, combined with Chris and Karen’s proven leadership in finance and legal strategy, will strengthen our ability to support franchisees and build on our incredible growth momentum.” 

In addition to these leadership updates, Tropical Smoothie Cafe has introduced new product innovations, expanding its bowl line-up to include the Dragon Fruit Bowl and Acai Bowl with NUTELLA.

In November 2024, Tropical Smoothie Cafe announced the opening of its 1,500th outlet, located in the US state of Georgia.  

The company has more than 1,500 locations in 44 states.