HTeaO names Freddy’s veteran Brian Wise as CEO
HTeaO appoints Brian Wise as CEO to lead new expansion phase backed by additional investments.
auto_awesome
HTeaO, the Texas-based iced tea franchise, has appointed Brian Wise as CEO as it aims for further growth and expansion. The company, which has grown to more than 180 locations across 11 states, received new backing from private equity firms Crux Capital and Trive Capital, solidifying their majority interest. In 2025, HTeaO's sales reached over $147 million, a significant increase from the previous year.
Why It Matters
The leadership change suggests a strategic focus on expansion and operational improvements, which may enhance franchisee support and unit economics. Additional investments to strengthen supply chain capabilities indicate potential for more robust infrastructure for franchisees.
HTeaO has appointed Brian Wise as its new chief executive officer, succeeding co-founder Justin Howe, who will transition to executive chairman of the board. Wise has a robust background in the fast-casual dining sector, having spent the last 7.5 years at Freddy's Frozen Custard & Steakburgers, where he rose from director of franchise management to chief operating officer. Under his leadership, Freddy's expanded significantly, reaching nearly 600 locations across 37 states and Canada, while enhancing its operational systems.
As CEO of HTeaO, a Texas-based iced tea concept that has rapidly grown to over 180 locations in 11 states since its inception in 2009, Wise is expected to spearhead the next phase of the brand’s expansion. This strategic focus on growth is backed by a recent investment from Dallas-based private equity firms Crux Capital and Trive Capital, which acquired a majority stake in the company. The additional capital is earmarked for bolstering people, technology, and infrastructure, particularly in supply chain capabilities and franchisee support systems.
In the context of the brand’s ongoing momentum, HTeaO reported over $147 million in sales for 2025, marking a 26.7% year-over-year growth, despite a challenging environment for chain restaurants. Wise's leadership is anticipated to continue this trajectory, as he recognizes the critical components for sustained success within HTeaO, emphasizing its quality product, authentic guest experience, and strong franchisee culture.
Wise stated, “What immediately stood out to me about HTeaO was that it has all the right ingredients for sustained success," and highlighted his commitment to ensuring a leadership team that listens to franchisees. This approach may signal a strategic shift toward enhancing operational practices and franchisee relations in the forthcoming phases of growth.
The upcoming goals for HTeaO will likely depend on how effectively Wise, in collaboration with Howe and the executive team, can leverage the new investments to execute their growth strategy while maintaining the company's cultural integrity and operational effectiveness.
More in Food & Beverage
Bonchon agrees to acquisition by two entities
Bonchon to be acquired by Minor Food and Serruya Private Equity to fuel growth in Americas.
Jack in the Box, Red Robin and Bonchon
Bonchon to be acquired as Jack in the Box struggles with sales performance amidst changing consumer trends.
How Chili’s Plans to Remain ‘America’s Hottest Restaurant Brand’
Chili's demonstrates sustained growth with strong sales performance amid challenging conditions.