| US

HTeaO appoints Heath Nielsen as President to drive ‘smart, scalable growth’

The former Black Rifle Coffee Company executive will lead the Texas-based iced tea chain from its current development phase to ‘smart, scalable growth’ across the US

Heath Nielsen, President, HTeaO


US iced tea chain HTeaO has announced former Black Rifle Coffee Company executive Heath Nielsen as its new President to grow its footprint and improve franchisee performance. 

HTeaO, which currently operates more than 60 stores across 14 US states, said Nielsen’s ‘retail and brand management experience’ will drive ‘exponential franchise growth’ for the business. 

CEO Justin Howe said the appointment will enable HTeaO to ‘play offence’ when it comes to achieving ‘smart, scalable growth’. 

Founded in 2009, HTeaO reports having 450 units in development and plans to have 500 outlets open by the end of 2026. 

Alongside more than 25 flavours of iced tea, HTeaO also offers a small hot and cold coffee menu. 

“My background working with some of the greatest brands in the world provides me with a high level of confidence in HTeaO's potential to become a national brand. The addressable market HTeaO can serve is substantial, as tea is the second most consumed beverage globally, only second to water. My hope in joining this winning team running a phenomenal business is to build upon the entrepreneurial spirit and complement it with a strong business cadence to increase store count and improve the overall franchisee performance,” Nielsen said. 

Prior to his Chief Retail Officer at Utah-based coffee chain and retailer Black Rifle Coffee Company, Nielsen served as Senior Vice President, US Divisions Branded Solutions at Starbucks where he oversaw all franchise café and foodservice operations for the coffee giant across North America. 

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