Tropical Smoothie Cafe ended Q1 2023 with positive same-store sales driven in part by digital campaigns and menu innovation, according to CMO Deborah von Kutzleben.
“Exposing the brand to new guests and rewarding our super fans who visit more frequently is a focus for us this year,” von Kutzleben said in a company press release. “We’re thrilled that our efforts resonated with guests this quarter, and it’s clear that these initiatives drove a broadscale uptick in transactions, brand awareness and loyalty.”
Sales growth, marketing innovation
With the launch of breakfast menu items — the Cali Breakfast Flatbread and Super Sunrise Sunset Smoothie — alongside the Peanut Butter Crunch Flatbread, Tropical Smoothie Cafe drove an increase in transactions for the breakfast daypart. The breakfast menu is available all day.
The brand implemented several initiatives that helped drive incremental sales, including the re-release of its Chocolate Covered Strawberry Smoothie made available only in digital channels for Valentine’s Day. Participation in a second T-Mobile Tuesday promotion exposed the brand to over 4 million potential new fans with the app becoming most downloaded app in the food and beverage category in the Apple app store the day the promotion launched. The brand also hosted its second Tropic Fan Fest, a week-long guest appreciation effort that drove food trial via the loyalty program.
Tropical Smoothie, which has over 1,235 locations opened 41 cafes in the first quarter of this year, continuing to expand its footprint in key growth markets across the country. Franchisees also signed 42 franchise agreements.
