HTeaO Appoints Brian Wise Chief Executive

HTeaO announced a leadership change on August 4, 2026. HTeaO appointed Brian Wise, most recently COO of Freddy’s Frozen Custard and Steakburgers, as CEO as co-founder Justin Howe transitions to Executive Chairman, with a focus on franchise operations.

What changed

Brian Wise was named Chief Executive Officer. Co-Founder Justin Howe will transition to the role of Executive Chairman of the Board and will remain engaged in the company’s long-term strategy, brand vision, and product innovation, working closely with Wise and the executive leadership team.

Leader: Brian Wise
Role: Chief Executive Officer
Effective: Not specified in the announcement
Announcement date: August 4, 2026

Leadership background

Wise most recently served as Chief Operating Officer of Freddy’s Frozen Custard and Steakburgers. Crux Capital Managing Partner Wayne Moore said Wise has spent more than 20 years inside one of the best-run franchise systems in the country, first as an operator and then as the executive who helped scale it to nearly 600 restaurants.

The mandate

Wise said his focus will be working hand-in-hand with franchise partners to strengthen operations, refine systems, and build an even more scalable model so HTeaO can keep growing for decades while staying true to what makes the brand special.

Why this matters for GTM teams

Executive appointments can precede changes in strategy, operating cadence, hiring, partnerships, and technology priorities. The useful signal is not the title alone: teams should watch the new leader’s stated mandate, prior playbook, organizational scope, and the initiatives announced during the first two quarters.

Source and methodology

This leadership profile is based on the company’s announcement. Roles, transition timing, and biographical details are presented as announced; SalesTools Research does not infer undisclosed succession plans.

Primary source: HTeaO leadership announcement (company press release, via franchising.com).