HTeaO: Revolutionizing the Beverage Industry One Franchise at a Time

Original Article: Franchising Magazine USA - July 10, 2024

We were thrilled to learn that HTeaO’s Co-Founder and CEO, Justin Howe, has been featured on the cover of Franchising Magazine USA’s July 2024 issue and wanted to share some of our takeaways from this in-depth look at one of our favorite industry innovators:

In a market where coffee has long been king, Justin Howe and his team at HTeaO spent nearly a decade behind the scenes perfecting their operations and scaling strategy before officially launching a thriving franchise model by 2018.

Now, this Texas-based company has turned the humble tea leaf into a nationwide sensation, offering over 24 flavors of sweetened and unsweetened teas—all made with 100% natural ingredients and a signature water filtration system that sets them apart. HTeaO’s transformation from a simple concept to a booming franchise highlights Justin Howe’s sharp strategic vision and entrepreneurial mindset. As co-founder and CEO, Howe has been key in pushing the brand to the forefront of the beverage industry.

Under his leadership, HTeaO celebrated its 100th store opening in January 2024, followed by 20 more locations, with plans to open at least 20 additional stores by year’s end. In 2024, the brand also expanded into Louisiana and Missouri, underscoring its steady path toward national growth. The success of HTeaO’s franchise model really comes down to how much they invest in their franchisees. They provide everything from in-depth training to ongoing support, plus they have a solid supply chain managed by their own subsidiary, TeaBevCo, to keep operations running smoothly.

Their partnership with Crux Capital and Trive Capital in 2023 gave them even more financial and operational muscle, setting the stage for even bigger growth. It’s a full-circle approach that makes sure franchisees are set up for long-term success. This approach has attracted a diverse group of franchisees, including former NFL receiver Roy Williams and PGA Tour golfer Ryan Palmer, both of whom have opened HTeaO locations in their hometowns.

We tip our hat and raise our teacups to HTeaO’s continued success!