Local Cincinnati franchise owner of Maui Wowi Hawaiian Coffees & Smoothies is broadening his reach and expanding his business with the launch of a new concession trailer that will soon be hitting the streets to serve the city some aloha spirit. Keith Mitchell and his wife Lori became franchisees of the tropical-themed coffee and smoothie company in 2011 and over the past four years have grown it into a thriving business, operating at six large venues and hundreds of community events.

Mitchell currently owns three of the brand’s popular mobile Ka’anapali Carts, as well as two catering tiki hut units, which he manages to keep continuously busy throughout the year. With the addition of the concession trailer to his fleet, new opportunities are beginning to emerge that will allow the business to satisfy the demand of nearly 300 events.

“With the influx of new business, we decided it was necessary to expand and evolve,” says Mitchell, who attributes his success to adaptability. “Over the last three years, we have adapted to countless situations and have grown our business by 25 percent on average each year. The industry is clearly trending towards the trailer or truck presentation and because of their simplified set up, we have the ability to operate in a variety of locations that we otherwise wouldn’t.”

The enclosed concession trailer features two blending stations for made-to-order smoothies, as well as an area to brew fresh Hawaiian coffee. With a presence at places such as the U.S. Bank Arena and Voice Of America Sports Complex in Butler County, Mitchell already has a strong lineup of events but continues to seek out new opportunities to bring paradise to the people.