HTeaO Appointed Brian Wise as CEO
The Fort Worth-based tea franchise transitioned leadership during the third quarter of 2026.
Updated on Oct. 12, 2026 in Tea
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HTeaO appointed Brian Wise as its new CEO during the third quarter of 2026. The move accompanied a transition for co-founder Justin Howe, who moved into the role of executive chairman.
Why it matters
The change in leadership marks a strategic pivot for the rapidly growing franchise. Brian Wise is expected to lead the brand through its next stage of expansion as the company scales its operations beyond its current footprint.
During the third quarter of 2026, the franchise opened nine new stores across Texas, Oklahoma, and Arkansas. The company now manages a network of more than 180 total locations.
The players
Brian Wise
He is the newly appointed CEO tasked with leading the company through its next stage of growth.
Justin Howe
He is the co-founder of the franchise who transitioned from the role of CEO to executive chairman.
HTeaO
This is a tea-focused beverage franchise headquartered in Fort Worth, Texas.
The details
The leadership shuffle comes as the brand expands its menu offerings, which included the introduction of Mini Sippers and a limited-time Pineapple Chipotle Refresher during the quarter. Justin Howe shifts to his new role after previously serving as CEO of the Fort Worth-based enterprise.
Timeline
Q3 2026: HTeaO opened nine stores and introduced two new beverage products.
Culture Shift
This leadership transition follows a pattern set by the rapid expansion model of U.S. fast-casual beverage franchises as they move from founder-led startups to professionalized executive management. The shift signals a prioritization of operational scaling to maintain pace with market demand.
Customers can expect continued menu innovation as the new leadership focuses on expanding the brand footprint. The shift in corporate governance aims to streamline service across the existing 180 locations to improve the daily consumer experience.
The takeaway
Leadership changes often signal an upcoming shift in strategic focus for growing restaurant brands. Customers should look for potential updates to menu variety or store service models as the company enters this new phase of management.
Further reading
For more on the beverage industry in the region, explore the Tea section.
Source note: This article includes information reported by Fast Casual.
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