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Fast-growing chain HTeaO names franchise veteran Brian Wise as CEO, fueling the brand’s ambitious growth plans and franchisee-first strategy.
HTeaO, the booming Texas-born iced tea chain, is preparing for a record-setting expansion with the appointment of Brian Wise as Chief Executive Officer. Wise brings two decades of franchise experience, most recently playing a pivotal role in scaling Freddy’s Frozen Custard & Steakburgers. With Wise at the helm, HTeaO is ready to accelerate its trajectory, backed by new investments from Crux Capital and Trive Capital, both of which now hold a majority stake. Founders Justin Howe and his team have steadily guided the company since its origin in Amarillo in 2009 to more than 180 locations across 11 states - culminating in over $147 million in 2025 sales and a 26.7% year-over-year growth. Now, this leadership transition is set to build on that momentum, supporting goals to expand HTeaO's footprint and boost support for franchisees.
Wise’s rise through the ranks at Freddy’s, from director of franchise management to chief operating officer, showcases his knack for operational excellence and scaling restaurant brands nationally and internationally. Before joining Freddy’s executive team, Wise spent 15 years as a franchisee partner, equipping him with a unique perspective on what franchise partners need from headquarters to succeed. His approach for HTeaO centers on open communication, fostering a brand culture where franchisees, team members, and support staff work toward shared goals. This focus on listening and partnership is expected to fuel the next phase of growth, as HTeaO continues to differentiate itself in the competitive beverage sector.
Backed by additional financial investments, HTeaO is rapidly scaling up its infrastructure - enhancing supply chain capabilities, technology platforms, and franchisee support systems. Earlier this year, HTeaO brought on a new CFO, rounding out a leadership team poised to take the concept into its next era. HTeaO stands out for its vast drink menu - boasting over 25 iced tea flavors, hot drinks, customizable fruit blends, and rotating seasonal teas like Cotton Candy and Wedding Cake. This innovative beverage lineup, with sweetened, unsweetened, and caffeine-free choices, continues to draw in beverage aficionados and drive-thru regulars alike.
Crux Capital and Trive Capital’s decision to increase their investment signals strong faith in the HTeaO model and brand. With Wise steering expansion, these partners are channeling resources into key growth drivers - namely people, technology, and franchisee systems - to position HTeaO as a dominant force within the drive-thru beverage space. Franchise leaders and operators can take note of HTeaO’s blueprint - blending product innovation with operational discipline and proactive franchisee partnerships to supercharge multi-unit growth.
With its bold leadership moves, robust support for franchise partners, and a diversified, buzzworthy menu, HTeaO offers a model worth monitoring as the beverage segment continues to evolve. As Brian Wise focuses on scalable growth while nurturing the core values that made HTeaO a standout, the chain’s next chapter may offer strategic takeaways for restaurant operators of all sizes. Stay tuned as refreshed strategies and investments power HTeaO’s continued national rise, providing inspiration for progressive operational leadership and franchise system expansion.
HTeaO’s new leadership era highlights the power of bringing seasoned franchise expertise to ambitious brands on the rise. As Wise navigates HTeaO’s scaling journey, owners and managers across the industry can glean best practices about infrastructure investment, franchisee relations, and operational excellence. Is your concept ready to adapt and connect the dots across tech, support, and product? Now is an ideal time to ensure your strategies measure up to the momentum powering leaders like HTeaO.
