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HTeaO, the nation's leading iced tea franchise, announced the appointment of Brian Wise as Chief Executive Officer. Wise, who most recently served as Chief Operating Officer of Freddy's Frozen Custard & Steakburgers, joins HTeaO as the Company enters its next phase of national expansion. His appointment follows an additional growth investment completed in April 2026 by Crux Capital and Trive Capital, the two Dallas-based private equity firms that first partnered with HTeaO in January 2023 and now hold a majority interest in the Company. HTeaO Co-Founder Justin Howe will transition to the role of Executive Chairman of the Board. Howe will remain engaged in the Company's long-term strategy, brand vision and product innovation, working closely with Wise and the executive leadership team.
The CEO appointment and additional financial support come amid sustained momentum for HTeaO. The Company has grown to more than 180 locations across 11 states and was named to the 2026 Inc. 5000 list of America's fastest-growing private companies. Alongside its rapid expansion, HTeaO is making significant investments in the people, technology and infrastructure required to support a system many times its current size. Recent investments include several senior leadership additions, expanded supply chain capabilities, and enhanced franchisee support systems.
"Building HTeaO into the category leader it is today has been one of the greatest privileges of my life," said Justin Howe, Executive Chairman of HTeaO. "Brian is an exceptional leader who understands what makes this brand special, and I have complete confidence in where he'll lead HTeaO next."
Wise brings nearly two decades of experience inside one of the country's most successful fast-casual franchise systems. He joins HTeaO after more than seven years on the corporate leadership team of Freddy's Frozen Custard & Steakburgers, where he most recently served as Chief Operating Officer following roles as Senior Vice President of Operations and Director of Franchise Management. During his tenure on the leadership team, Freddy's expanded to nearly 600 restaurants across 37 states and into Canada while strengthening the training, technology and operational systems that supported that growth. Before joining the corporate team, Wise spent 15 years as a Partner of one of Freddy's largest franchisee groups, giving him firsthand experience as an operator and a deep understanding of what franchisees need to succeed.
#chief #howe
HTeaO, the nation's leading iced tea franchise, announced the appointment of Brian Wise as Chief Executive Officer. Wise, who most recently served as Chief Operating Officer of Freddy's Frozen Custard & Steakburgers, joins HTeaO as the Company enters its next phase of national expansion. His appointment follows an additional growth investment completed in April 2026 by Crux Capital and Trive Capital, the two Dallas-based private equity firms that first partnered with HTeaO in January 2023 and now hold a majority interest in the Company. HTeaO Co-Founder Justin Howe will transition to the role of Executive Chairman of the Board. Howe will remain engaged in the Company's long-term strategy, brand vision and product innovation, working closely with Wise and the executive leadership team.
The CEO appointment and additional financial support come amid sustained momentum for HTeaO. The Company has grown to more than 180 locations across 11 states and was named to the 2026 Inc. 5000 list of America's fastest-growing private companies. Alongside its rapid expansion, HTeaO is making significant investments in the people, technology and infrastructure required to support a system many times its current size. Recent investments include several senior leadership additions, expanded supply chain capabilities, and enhanced franchisee support systems.
"Building HTeaO into the category leader it is today has been one of the greatest privileges of my life," said Justin Howe, Executive Chairman of HTeaO. "Brian is an exceptional leader who understands what makes this brand special, and I have complete confidence in where he'll lead HTeaO next."
Wise brings nearly two decades of experience inside one of the country's most successful fast-casual franchise systems. He joins HTeaO after more than seven years on the corporate leadership team of Freddy's Frozen Custard & Steakburgers, where he most recently served as Chief Operating Officer following roles as Senior Vice President of Operations and Director of Franchise Management. During his tenure on the leadership team, Freddy's expanded to nearly 600 restaurants across 37 states and into Canada while strengthening the training, technology and operational systems that supported that growth. Before joining the corporate team, Wise spent 15 years as a Partner of one of Freddy's largest franchisee groups, giving him firsthand experience as an operator and a deep understanding of what franchisees need to succeed.
#chief #howe
3 months ago
