Restaurant veterans Justin and Tarrah Long have signed a five-unit development agreement covering St. George, Utah, and the Las Vegas area, with their hometown market set to come first.
- HB Protein Smoothies signing five-unit deal in Las Vegas.
- Justin and Tarrah Long lead the Las Vegas expansion.
- Initial location planned for St. George, Utah.
HB Protein Smoothies is preparing to enter two new markets through a five-unit development agreement with Justin and Tarrah Long, a Southern Utah couple with restaurant industry experience. The agreement calls for four locations in the Las Vegas area and one in St. George, Utah. The St. George restaurant is expected to open first, although specific sites and opening dates have not yet been announced.
The Longs began their careers in California’s restaurant industry before settling in St. George nearly 15 years ago. They saw the franchise opportunity as a way to combine their hospitality background with an interest in healthy living while building a family business. Their two teenage children may also become involved as the company develops, giving them an opportunity to learn about the business as it grows.
Justin Long said the couple was drawn to HB Protein Smoothies because its protein-focused menu and lower-sugar options suited the active lifestyles of their communities. After discovering the brand, the couple traveled to Scottsdale, Arizona, for Discovery Day, where they met co-founders Daniel and Ethan Boone and sampled the products. The brand’s concept and franchise support helped shape their decision to move forward.
The expansion will be supported by Fransmart, HB Protein Smoothies’ franchise development partner. Dan Rowe, CEO of Fransmart, said the Longs’ hospitality experience and commitment to healthy living made them a strong fit for the brand. Co-founder Daniel Boone also pointed to the couple’s familiarity with their local community and enthusiasm for introducing the concept in both markets.
The Longs are now working with real estate teams to identify suitable locations, beginning with their home market before moving into Las Vegas. As the five-unit plan advances, maintaining consistent operating practices across locations will become increasingly important. The Knowledge Base feature available through Gorilla Dash offers franchise networks a way to organize shared procedures and reference materials, helping teams access consistent guidance as a business grows.
Key Facts:
| Expansion Deal | HB Protein Smoothies announces a five-unit expansion in Las Vegas led by Justin and Tarrah Long. |
|---|---|
| First Location | The initial smoothie shop will open in St. George, Utah. |
| Community Focus | The Longs aim to bring health-conscious dining options to active communities. |
| Family Business | The Longs involve their two teenagers in the new franchise venture. |
| Franchise Support | Backed by the franchise development partner, Fransmart. |
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