SERVE Hospitality Group

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We Have 9+ Years Of Franchising Experience

Salem Najjar

CEO and Founder

We began operations in December 2015 and opened our first Tropical Smoothie Café in June 2016. After making a considerable investment in resources to foster regional expansion, SERVE Hospitality Group was established in July of 2019. Now, we are one of the largest and highest performing Tropical Smoothie Café franchisees in the Midwest.

In 2024 we added 7 Brew coffee to our portfolio and we are excited to bring this fun concept to Michigan.

  • $27M

    Annual Revenue

  • 18%

    Annual Increase in Sales

Our Mission

Our mission is to be the best franchise operator. We strive to inspire better, try harder, have fun, and create family-friendly environments. We invest in people who are passionate about living our core values and we empower them with knowledge and resources to raise the bar - this is our recipe for successful and sustainable expansion.

Our Purpose

Our Vision

WE EXIST TO RAISE THE BAR
AND INSPIRE OTHERS TO DO THE SAME.

We set high standards and constantly strive to exceed them, driven by our hunger for success.

Our team is all about supporting each other to achieve our full potential, sharing knowledge and resources to help everyone succeed.

We’re all about delivering real value and holding ourselves accountable for our performance, working efficiently to achieve our goals.

Our leaders are committed to growth, our people, and our core values, always anticipating challenges, and finding creative solutions.

We’re passionate about making a positive impact, doing what’s right, and building a reputation we’re proud of.

Key Milestones

2015
Dec
Expansion Milestone

We proudly signed a franchise agreement to open 6 new Tropical Smoothie Cafes, marking a significant step in our growth.

2016
June
Celebrating Milestones

Our first SERVE location and the 500th Tropical Smoothie Café opened in Westland, MI, showcasing our commitment to excellence and expansion.

2019
July
Founding SERVE HG

We established SERVE Hospitality Group, dedicated to building a professional hospitality company that excels in service and quality.

September
Midwest Expansion

We secured franchise agreements for Illinois and Wisconsin, paving the way for our entry into the Midwest market.

2020
December
Honoring a Legacy

We remember Calvin Harris, a devoted father, loving husband, and cherished Tropical Smoothie Cafe Manager. His untimely passing at 55 left his family facing financial challenges, including funeral expenses and a lack of retirement support.

December
Recognition for Excellence

Salem Najjar was honored with Tropical Smoothie’s inaugural “Inspire Better Award,” recognizing his exceptional contributions and leadership.

2021
April
Community Support

We made a heartfelt donation to Freddy The Pizza Man, supporting community causes and demonstrating our commitment to giving back.

2022
February
Detroit Boxing Gym Volunteer Day

Engaged with kids at a career fair to educate them about opportunities in the hospitality industry, demonstrated smoothie-making, and served smoothies to attendees.

Top Performance

SERVE HG was awarded for the highest volume café, achieving $2.7 million in sales, a testament to our dedication and success.

Expansion Milestones

Opened 6 Cafes in Two States: IL-058, IL-070, WI-020, WI-021, WI-024, WI-025

2023
February
Expansion Milestones

Opened 6 Cafes in Three States: IL-071, IL-072, IL-073, WI-026, WI-032, MI-142

2024
July
New Ventures

We secured the development rights for 7 Brew Coffee across Metro Detroit, in addition to expanding our Tropical Smoothie Café presence, marking a new chapter in our growth story.

“SERVE Hospitality Group is an amazing and wonderful place to work. I have only been here for 3 weeks and everyone in the cafe has made me feel like family, I can't wait to see what the future holds!"

Ali Aljaber

Crew

“SERVE Hospitality Group is an excellent place to work, the environment is amazing, and the employees are well mannered. This is a great place for a first job and even starting a full time career, they welcome you in and make you feel like you're part of a family."

Lundy Hampton

Shift Leader

“Working at SERVE Hospitality Group is such a joy for me. I really love being here because my coworkers feel like family. We work well together and support each other every day, which makes coming to work feel like spending time with friends. Plus, my boss is amazing; they're always encouraging us and making sure we have what we need to succeed. It's a great environment where I feel appreciated and part of a tight-knit team."

Ahmed Aledany

Assistant Manager

“Working at SERVE Hospitality Group has not only opened the door to new friendships within my company but has also allowed me to grow as a coworker and become a stronger team member. Being able to go into a shift with a bright smile drives me to do the best work I can. I will never be able to make friendships like the ones I have within SERVE.”

Abbi Ketelsen

Crew Member

"SERVE Hospitality has, by far, been the most supportive, inclusive, and motivating franchise I have ever worked under. They see the potential in their employees, give them the opportunity to show their worth, and treat one another like family. Their continuous support and dedication create such a positive work environment that makes you want to show up."

Madelyn Miller

General Manager

"Working for SERVE Hospitality Group has opened up new opportunities not only in the job world, but also in my personal life. The friends and connections I have made working for this company mean the world to me. Every day I go into work excited for my day and prepared to promote SERVE expectations."

Remi Klaus

Shift Leader

“ G R O W” I’ve been able to do simply that. With a strong foundation any building can stand. And I believe that I found that here with SERVE."

Emily Gasparre

General Manager

"SERVE has allowed me to create amazing bonds with crew members, making work not feel like "work". Working for SERVE has given me many opportunities to grow with this company."

Madelin Vonasten

Assistant Manager

"SERVE is providing a fun filled environment with hard workers who exceed expectations"

Ashley Williams

Crew