The iced tea franchise taps a restaurant industry veteran to lead national expansion after securing additional private equity backing.
HTeaO, the largest iced tea franchise in the U.S., has appointed Brian Wise as its new Chief Executive Officer. Wise previously served as COO of Freddy’s Frozen Custard & Steakburgers and joins as the company accelerates growth following a fresh investment from private equity firms Crux Capital and Trive Capital in April 2026.
The company, which now operates over 180 locations across 11 states, recently secured majority ownership from the Dallas-based firms that initially partnered with HTeaO in January 2023. Co-founder Justin Howe will transition to Executive Chairman, focusing on long-term strategy and brand development. HTeaO was also recognized on the 2026 Inc. 5000 list of fastest-growing private companies.
HTeaO has invested in leadership, supply chain, and franchisee support systems to scale operations. The CEO change follows a period of rapid expansion and infrastructure upgrades to support future growth.