Food & Beverage

Smoothie King to shift menu, store design

Source: Smoothie King

April 21, 2026

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Smoothie King has announced a brand evolution plan to support and accelerate long-term growth. The Dallas-based fast-casual chain, which has over 1,100 locations and over 200 additional stores in development, said the plan is the result of consumer feedback and performance data, and has several initiatives:

• Expanded menu. Smoothie King will continue introducing high-protein offerings and plans to add flatbreads. The brand is also rolling out ovens systemwide to support broader food options.
• New marketing campaign. A national campaign, "The Best Kind of Delicious," will launch across traditional TV, connected TV, out-of-home, social and digital channels.
• Updated store design. Interiors will be refreshed to create a more welcoming environment, featuring branded artwork, greenery, redesigned menu boards and updated lighting.

"At the heart of this evolution is a deep understanding of what our guests want and need from us today," Chief Marketing Officer Claudia Schaefer said in a press release.

"Through extensive research and feedback, we've redefined how we show up across every touchpoint—from our menu to our messaging to the in-store experience—to better reflect our care and vision to make the world a better place by nourishing healthy habits."