Coffee and smoothie franchise serving Hawaiian-inspired beverages made with premium coffees, fruits, and flavors, delivering a tropical and refreshing taste.
KEY FRANCHISE STATS
Franchisees
?
80
+
-18%
-18%
Franchise fee
?
$30,000
Investment
?
$29,000 - $597,000
Revenue (AUV)
?
Undisclosed
$0
+
n.a.
n.a.
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Maui Wowi Hawaiian Coffees & Smoothies is a tropical-themed food and beverage franchise offering premium smoothies and gourmet Hawaiian coffees. It was founded in 1982 by Jeff and Jill Summerhays, who wanted to bring healthy, island-inspired drinks to the mainland U.S.
The franchise began expanding in 1997 and has grown through flexible mobile kiosks and carts at high-traffic venues like sports arenas, college campuses, and festivals. The company is headquartered in Scottsdale, Arizona, and is part of the Kahala Brands family under MTY Franchising USA.
Maui Wowi specializes in all-natural, gluten-free fruit smoothies and rich Kona-blend coffees. Its mobile tiki hut-style units set it apart from traditional storefronts, allowing franchisees to operate at thousands of events nationwide.
Initial investment
The initial investment required for a Maui Wowi Hawaiian Coffees & Smoothies franchise is $29,000 - $597,000. That is the total cost you would need to finance if you were to start this franchise. These costs are provided by the franchisor in the Franchise Disclosure Document.
Maui Wowi offers 3types of franchises:
Franchise Format
Initial Investment
Fixed Operating Unit
$102,850 – $597,000
Mobile Operating Unit
$28,900 – $213,050
Mobile Fixed Operating Unit
$35,100 – $258,050
We are summarizing below the main costs associated with opening a Maui Wowi Fixed Operating Unit.
For more information on the various types of franchises and its costs, refer to the Franchise Disclosure Document (Item 7).
Type of Expenditure
Amount
Initial Franchise Fee
$24,000 – $50,000
Travel and Living Expenses (2 persons) while training
$650 – $3,550
Mobile Operating Unit
$0 – $86,000
Coffee Equipment
$0 – $18,000
Optional Equipment
$0 – $16,000
Opening Inventory
$1,500 – $7,000
POS System, Credit Card Processing and Back Office Computer Equipment (Optional)
$0 – $10,000
Miscellaneous Opening Costs
$1,750 – $5,000
Additional Funds – 3 months
$0 – $13,500
Concession License Fee
Not specified
Business Insurance
$1,000 – $4,000
TOTAL
$28,900 – $213,050
POS System, Credit Card Processing and Back Office Computer Equipment (Permanent Site)
$5,000 – $15,000
Real Estate Lease (Permanent Site)
$1,200 – $30,000
ADJUSTED TOTAL
$35,100 – $258,050
Initial Franchise Fee (Fixed Unit)
$24,000 – $50,000
Travel and Living Expenses (Fixed Unit)
$650 – $7,000
Architect’s Fees
$10,000 – $20,000
Real Estate Lease
$1,200 – $30,000
Fixed Kiosk
$0 – $128,000
Equipment/Décor
$9,000 – $38,000
Construction
$32,000 – $210,000
Opening Inventory
$2,000 – $10,000
Signage
$7,000 – $16,000
POS System, Credit Card Processing and Back Office Computer Equipment
$3,000 – $15,000
Miscellaneous Opening Costs
$3,000 – $8,000
Additional Funds – 3 months (Fixed Unit)
$0 – $50,000
Grand Opening Marketing
$10,000
Business Insurance
$1,000 – $5,000
TOTAL (Fixed Unit)
$102,850 – $597,000
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Maui Wowi offers 3types of franchises:
Franchise Format
Initial Investment
Fixed Operating Unit
$102,850 – $597,000
Mobile Operating Unit
$28,900 – $213,050
Mobile Fixed Operating Unit
$35,100 – $258,050
We are summarizing below the main costs associated with opening a Maui Wowi Fixed Operating Unit.
For more information on the various types of franchises and its costs, refer to the Franchise Disclosure Document (Item 7).
Type of Expenditure
Amount
Initial Franchise Fee
$24,000 – $50,000
Travel and Living Expenses (2 persons) while training
$650 – $3,550
Mobile Operating Unit
$0 – $86,000
Coffee Equipment
$0 – $18,000
Optional Equipment
$0 – $16,000
Opening Inventory
$1,500 – $7,000
POS System, Credit Card Processing and Back Office Computer Equipment (Optional)
$0 – $10,000
Miscellaneous Opening Costs
$1,750 – $5,000
Additional Funds – 3 months
$0 – $13,500
Concession License Fee
Not specified
Business Insurance
$1,000 – $4,000
TOTAL
$28,900 – $213,050
POS System, Credit Card Processing and Back Office Computer Equipment (Permanent Site)
$5,000 – $15,000
Real Estate Lease (Permanent Site)
$1,200 – $30,000
ADJUSTED TOTAL
$35,100 – $258,050
Initial Franchise Fee (Fixed Unit)
$24,000 – $50,000
Travel and Living Expenses (Fixed Unit)
$650 – $7,000
Architect’s Fees
$10,000 – $20,000
Real Estate Lease
$1,200 – $30,000
Fixed Kiosk
$0 – $128,000
Equipment/Décor
$9,000 – $38,000
Construction
$32,000 – $210,000
Opening Inventory
$2,000 – $10,000
Signage
$7,000 – $16,000
POS System, Credit Card Processing and Back Office Computer Equipment
$3,000 – $15,000
Miscellaneous Opening Costs
$3,000 – $8,000
Additional Funds – 3 months (Fixed Unit)
$0 – $50,000
Grand Opening Marketing
$10,000
Business Insurance
$1,000 – $5,000
TOTAL (Fixed Unit)
$102,850 – $597,000
Franchise Disclosure Document
Below is Maui Wowi Hawaiian Coffees & Smoothies's 2025 Franchise Disclosure Document. Upgrade to Pro or purchase the FDD to view and download the document.
Number of units
Maui Wowi Hawaiian Coffees & Smoothies had 80 total units in 2025, of which 80 were franchised-owned and 0 company-owned.
Maui Wowi provides structured training programs to help franchisees effectively operate their business. The training is mandatory and prepares franchisees for food safety compliance and daily operations.
Food Safety Manager Training Franchisees are required to complete a food safety manager training program at their own expense. This can be a local county or state-approved program, or any nationally recognized food safety course. A certificate of completion must be submitted before attending Maui Wowi’s own training program.
Franchise Training Program While specifics of the core Franchise Training Program are referenced in the disclosure, the program is a prerequisite to operating a Maui Wowi franchise. Franchisees must attend and successfully complete this training before opening their business. The training covers operational, customer service, and compliance aspects essential for franchise success.
Ongoing Education and Seminars Maui Wowi also facilitates continuing education through seminars, conventions, and events. These are designed to keep franchisees updated on best practices, marketing strategies, and brand developments. Participation in these ongoing programs helps ensure consistent quality and performance across the franchise network.
Territory Protection
Maui Wowi does not provide exclusive territory protection to its franchisees. Franchisees receive rights only to specific approved locations or events, such as a “Permanent Site” or a “Protected Event.”
Outside these limited instances, franchisees may face competition from other franchisees, company-owned outlets, or different brands operated by the franchisor. While the franchisor does consider the proximity of existing franchise units when approving new sites, it does not guarantee exclusivity in any geographical area.
Even within an approved Permanent Site or Protected Event, the franchisee’s rights are conditional and not dependent on factors like sales performance. Additionally, Maui Wowi retains the right to market its products through other distribution channels, which may overlap with franchisees' locations.
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