[The Spice & Tea Exchange crossed into rare franchise territory on November 13, 2026, opening its 100th store in Eureka Springs, Arkansas — a milestone that fewer than 18% of franchise brands ever reach, according to research firm FRANdata. The specialty retail concept, which carries more than 140 fine spices, 85 hand-mixed seasoning blends, and 40 loose-leaf teas, now operates across 38 states and has earned a spot on the Inc. 5000 list of fastest-growing companies.
The Owners Behind Unit 100
The Eureka Springs location is owned by Jason and Nicole Green, who signed a three-store agreement with the brand. The couple brings nearly five decades of combined retail and supply chain experience to the venture: Nicole spent 22 years in retail, including work placing vendor products into Walmart's assortments, while Jason built a 26-year career in logistics and supply chain before launching his own consulting business. Their first location opened in Bentonville — Walmart's hometown — and a third store in Fayetteville is in the pipeline. Their son Reece works in the business daily.
"Every one of our 100 stores represents an owner who believed in this brand," said Amy Freeman, CEO and Co-Founder of The Spice & Tea Exchange. "It's especially meaningful that our 100th store comes from owners who committed to three stores from day one. That kind of confidence is one of the strongest endorsements a franchise system can receive."
What the Milestone Signals
For specialty food retail, a 100-unit footprint carries real operational weight. FRANdata notes that multi-unit operators bring the scale, systems, and capital that help franchise brands sustain growth — a dynamic that is increasingly shaping franchise expansion across the food and beverage sector. The Spice & Tea Exchange supports that growth model with a structured onboarding path: new owners complete a five-day training program called Spice UniversiTEA at the brand's St. Augustine, Florida headquarters, followed by two weeks of on-site support before opening and additional guidance from Regional Franchise Business Consultants for the first 90 days.
"Our success is measured by the long-term success of the people who invest in this brand," said Tatum Crews, Vice President of Sales and Franchise Operations. "Jason and Nicole show what happens when committed owners and hands-on support work together."
The Eureka Springs store at 2 Center St. stocks over 140 spices, 85 seasoning blends, and 40 loose-leaf teas, with a format designed around sampling and sensory discovery. Hours run daily from 10 a.m. to 6 p.m. For operators tracking how specialty retail concepts are carving out space in food and beverage hospitality environments, the Spice & Tea Exchange model — built on experiential in-store discovery and deep franchisee commitment — offers a useful case study in sustainable, owner-driven unit growth.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
