HTeaO is Brewing Up its Next Chapter by Naming Brian Wise as Chief Executive Officer
Original Article: Nation's Restaurant News - August 05, 2026
We wanted to give a shout out to Alicia Kelso, Executive Editor at Nation’s Restaurant News for her reporting about HTeaO steeping into its next phase of growth with the recent appointment of Brian Wise as CEO which also includes news of an additional investment to support continued expansion through investments in people, technology, supply chain capabilities and franchise support systems from Dallas-based private equity firms Crux Capital and Trive Capital, who now hold a majority stake in the company.
Founded in Amarillo, Texas, in 2009, HTeaO has grown to more than 180 locations across 11 states and generated more than $147 million in systemwide sales in 2025. Known for offering more than 25 flavors of freshly brewed iced tea—including fan-favorite combinations like Wedding Cake, Cotton Candy, Apple Pie, and Pink Flamingo—along with coffee, tea lattes, and customizable drink mixes, HTeaO has carved out a unique niche in the fast-growing drive-thru beverage category.
Wise joins HTeaO after more than two decades with the Freddy’s Frozen Custard & Steakburgers system, most recently serving as Chief Operating Officer, where he helped oversee the brand’s expansion to nearly 600 restaurants. Co-founder Justin Howe has transitioned from CEO to Executive Chairman and will continue to focus on the company’s long-term strategy, brand vision, and product innovation.
