Tropical Smoothie Cafe's CMO on Building Awareness, Joy and Purpose
How do you grow brand awareness fast enough to match an exploding footprint? On The Hospitality Hangout, Deborah von Kutzleben, CMO of Tropical Smoothie Cafe, explains how the brand is building bigger moments to match more than 1,700 cafes.
Who is Deborah von Kutzleben?
Deborah von Kutzleben is the Chief Marketing Officer of Tropical Smoothie Cafe, leading brand strategy for one of the fastest-growing names in fast casual—now more than 1,700 cafes strong.
How is Tropical Smoothie Cafe building awareness?
Deborah talks through creating bigger brand moments through the core products—smoothies and wraps—plus high-profile partnerships. From Disney tie-ins to Banana Ball, the strategy is to turn a growing footprint into cultural presence, not just more locations.
What role do purpose and partnerships play?
Purpose is central to the brand's growth story, including its work with No Kid Hungry. Deborah connects food innovation, influencer marketing and purpose-driven growth into a single approach: build awareness and joy while standing for something guests care about.
Why should operators listen?
For marketers and operators scaling a concept, Deborah's approach—match awareness to footprint, create tentpole moments, and lead with purpose—is a practical guide to growing a brand people feel connected to.
Listen to the full conversation with Deborah von Kutzleben on The Hospitality Hangout, then subscribe for more operator interviews. New to the show? Give The Hospitality Hangout a listen.
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