Maui Wowi Hawaiian made its way into the Sturgis Motorcycle Rally in South Dakota. This is the latest outlet in a long list of events and nontraditional venues at which the company operates and is adding to the company’s rapid expansion.

The Denver-based franchise, with over 450 units across 48 states and seven countries, operates an average of 10,000 events per year in stadiums, theme parks, convention centers, racetracks, and various temporary events across the world, including the recent 2014 Summer X-Games at the Circuit of the Americas in Austin, Texas. The mobile, tiki hut–style carts offer versatility and allow franchisees to easily transport the business from one event to another.

“Nontraditional is our tradition, and we do it well,” says Mike Weinberger, CEO of Maui Wowi Hawaiian. “At the Houston Livestock Show and Rodeo last March, for instance, our franchisees Rob and Jean McLean experienced record-setting sales, serving up more than 42,000 smoothies over a 21-day period. They operated eight mobile carts throughout Reliant Stadium and are a testament to the capacity at which our franchisees can operate and the success they can achieve.”

The company’s expansion plans call for 50 new units in 2014, including 30 mobile carts and 15 traditional stores. Fueling the company’s growth is the rise in consumer demand for healthier beverages in high-traffic venues and the ease with which they are able to satisfy that demand.

“Our smoothies are made with all-natural ingredients that include a non-fat, probiotic yogurt; fresh fruit purées; and a fresh banana,” Weinberger says. “We provide consumers with a healthier beverage alternative to the typically unhealthy beverage offerings people are accustomed to drinking in these events and venues.”

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