The Spice & Tea Exchange expands tea bar concepts across nearly 100 stores

The Spice & Tea Exchange is rolling out upgraded tea bars and digital menus at nearly 100 franchise locations as it looks to boost in-store sales and showcase handcrafted specialty drinks. The changes are already driving results in at least one location, where tea bar sales jumped 53.5% year over year.

Why it matters: - The Spice & Tea Exchange is using its stores to sell more than spices and loose-leaf tea. - The upgraded tea bars are designed to turn more shoppers into beverage customers and lift in-store sales. - The rollout gives franchise owners a new way to market seasonal drinks, build local menus and compete in the craft beverage space.

What happened: - The Spice & Tea Exchange is expanding upgraded tea bar concepts across nearly 100 franchise locations through a phased rollout. - The company added a curated menu of handcrafted tea drinks to its hot and cold tea offerings. - Stores are also adopting enhanced digital menu signage for updates, promotions and customer messaging. - Franchise owners Phil and Maryanne Munroe have already implemented the new concept at their Brighton and Rochester locations.

The details: - The digital menus include three customizable categories. - The Core Menu highlights best-selling teas and build-your-own-drink options. - The Specialty Drinks Menu features exclusive tea drinks, including beverages designed by franchise owners and staff. - The Limited Time Offer Menu rotates seasonal and custom-crafted beverages. - Select stores will also offer specialty tea lattes. - Amy Freeman, CEO of The Spice & Tea Exchange, said the brand has long focused on the in-store sensory experience and wants guests to see how fresh loose-leaf teas can be used in original and seasonal drinks. - The company was founded in 2008 after opening its flagship store in St. Augustine, Florida, and began franchising the same year. - By 2013, the brand had grown to 34 stores across 19 states. - Freeman and Penny Rehling took over in 2016, expanded the distribution center and added 18 more stores. - The Spice & Tea Exchange is now nearing 100 franchise locations across the U.S. - The brand has been named to the Inc. 5000 list multiple years. - More information is available on the company’s online shop and store locator.

Between the lines: - The tea bar update shows how franchise retailers can use store-level customization to create a more premium experience without changing the core brand. - The digital menus also give franchisees a faster way to promote limited-time offers and local specialties. - The Munroes said guests are reacting immediately to the digital menus and are considering handcrafted tea drinks before speaking with staff. - Rochester has seen a 53.5% year-over-year increase in tea bar sales since the menu enhancement. - That kind of lift suggests beverage innovation can be a meaningful revenue driver inside specialty retail.

What's next: - The phased rollout will continue across the chain as more franchise locations adopt the upgraded tea bar format. - The company is likely to keep testing seasonal and store-specific drinks as part of the menu strategy. - The new setup gives stores room to refresh offerings without major changes to the underlying retail model.

The bottom line: - The Spice & Tea Exchange is turning tea bars into a bigger growth engine, and early sales data suggest the strategy is working.