Fort Worth-based iced tea franchise HTeaO has named Corey Horsch as its new chief financial officer and Adam Smith as vice president of human resources—two strategic hires the company says will help fuel its continued nationwide expansion.
Both executives bring experience in scaling high-growth brands. Their arrival comes as HTeaO accelerates development across the U.S. In the first quarter of 2025, the company opened seven new stores across Texas, Tennessee, and Missouri, including locations in Pflugerville, Victoria, Cleburne, Euless, and Spring in Texas, as well as Webb City, Missouri, and Lexington, Tennessee. In 2024, it opened 42 new stores, including nine in Texas, Oklahoma, and Kansas.
“As HTeaO continues to grow across the country, we’re focused on building a world-class leadership team that will help us scale with excellence,” CEO and co-founder Justin Howe said in a statement.
Howe said Horsch and Smith bring “deep expertise” in their respective fields. He cited Horsch’s financial background with “some of the most recognized names in the industry” and called Smith’s “people-first approach to talent development” a key asset in “strengthening our infrastructure, supporting our franchisees, and ensuring we’re prepared for the road ahead.”
Financial strategy
Horsch steps into the CFO role with deep financial leadership experience in the restaurant and hospitality sectors. Most recently, he was CFO at Salad and Go, where he helped lead the brand’s expansion from 100 to 146 company-owned stores in two years.
Previously, he held CFO roles at Gordon Ramsay North America and Sonic Drive-In, overseeing financial strategy for both franchised and company-owned operations.
Based in Fort Worth, Horsch will lead all financial functions at HTeaO and collaborate closely with franchise partners to strengthen systems, drive results, and support long-term growth.
“I was drawn to HTeaO’s community-minded culture and innovative approach to taking tea into the future,” Horsch said in a statement. “I’m excited to partner with the team and our franchisees to continue building a business that brews purpose.”
Blake Reid, who has been serving as CFO, will remain with the company as vice president of financial planning and analysis, reporting to Horsch. Reid has played a key role in HTeaO’s financial leadership and will continue to support its planning and performance strategy, the company said.
Talent development
Smith brings more than 20 years of HR leadership experience, including 14 years at Taco Bell, where he led the human resources function for over 500 corporate-owned restaurants generating more than $1 billion in annual sales.
At HTeaO, Smith will oversee all aspects of human resources, focusing on recruiting, developing, and retaining top talent to support the brand’s expansion.
“HTeaO’s culture of prioritizing its people was a huge draw for me,” Smith said. “I’m excited to help grow and support the teams that make this brand so special.”
A Dallas-Fort Worth native, Smith is also active in community service. He and his family support the Zambia Mission Fund and Miracle League DFW, a baseball league for individuals with disabilities.
HTeaO offers a range of ultra-premium tea, water, and coffee products and caters to customers both in-store and through convenient drive-thru services.
In January 2023, HTeaO announced a minority partnership with two Dallas-based private equity firms, Crux Capital and Trive Capital, signaling a strategic move for stable expansion. The company hit a significant milestone of 100 locations in early 2024.
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