Aurify Brands Commits to 40 Tropical Smoothie Cafés in NY and Connecticut

Aurify Brands has signed a deal to open 40 Tropical Smoothie Café units across New York and Connecticut, with the first location expected in early 2027.

The New York-based multi-concept operator announced the agreement on Monday. It's the franchise growth vehicle's first move into the smoothie and beverage category, and it lands with a chain that's scaling fast: Tropical Smoothie is on track to open its 1,800th unit before the end of 2026.

Who is behind the deal?

The 40 units will sit under Aurify Kingstar, a newly created holding company. Partner Andy Stern said the structure exists "to keep it clean" — separating new franchise expansion from Aurify's other businesses.

Stern will lead Aurify Kingstar alongside partners John Rigos and Jeremy Tannenbaum. He said the company is working on other franchise deals that could take Aurify into additional categories.

Aurify Brands already operates as a franchisee of Five Guys, Wingstop and Le Pain Quotidien. It also owns proprietary concepts, including Happy Monkey by Jean-Georges, Melt Shop and Little Beet.

What does this change for Tropical Smoothie?

The deal gives the entirely franchised chain an experienced multi-unit operator in a region it has flagged for growth. Tropical Smoothie CEO Max Wetzel said in a statement: "New York and Connecticut represent tremendous growth opportunities for Tropical Smoothie Café and reflect the potential ahead as we enter our next phase of growth."

He added: "Aurify Kingstar brings the restaurant experience, infrastructure, and proven multi-unit development capabilities we look for in growth partners."

In plain terms: franchisors grow fastest when a single, well-capitalized operator can build dozens of units on a predictable schedule. That's what this deal secures for the Northeast.

The bigger growth picture

The Atlanta-based chain has recently rolled out rebranding elements, including a new logo. Its expansion plan extends beyond strip malls into nontraditional locations such as airports and military bases, plus international markets.

The chain also carries major private-equity backing. Blackstone acquired Tropical Smoothie for $2 billion in 2024, and a 40-unit commitment from an established operator fits the scale of growth that kind of price tag demands.

For Aurify, the bet is on a beverage-and-smoothie concept to complement its burger, chicken and sandwich holdings. The first test comes in early 2027, when the debut Aurify-operated Tropical Smoothie opens its doors.