A Vancouver-based dessert and ice cream company that grew from a single market stall to four locations in six years is now preparing to expand through franchising.
The Praguery, founded in 2016 by Jaroslav Mestka, specializes in European-style chimney cakes served with ice cream. The business has established a local following in the Lower Mainland and is now formalizing operational systems in anticipation of broader growth.
Mestka said the business began modestly at the Vancouver Christmas market, where he operated a single stall selling the European desserts.
“The first year, I started as a stall, only a stall,” he recalled. In subsequent years, the company added mobile operations, including three trucks and a trailer, before opening its first permanent retail store two years ago.
“The product is based on European tradition,” Mestka said. “We brought this from Czech, from Prague, where I’m from, and established it here in Vancouver in 2016. Since then, we have grown to four locations.”
The current locations are spread across Vancouver and the surrounding Lower Mainland, including Richmond.
Mestka’s interest in dessert operations was influenced by exposure to European food stalls while living in the United Kingdom. He recalled encountering a crepe stall that left a strong impression, inspiring him to pursue a similar concept. A subsequent visit to Prague in 2015 introduced him to chimney cakes served with ice cream, which became the signature product of his business.
Mestka described a deliberate approach to scaling the business, emphasizing efficiency in small retail footprints.
“Our concept can do really well in revenue based on small square footage,” he said. He noted that spaces between 400 and 800 square feet are sufficient when operations are optimally configured.
Through years of incremental growth, Mestka said the company has developed a “solid, repeatable operational system” that is fully proven and not speculative.
“It’s repeatable. It doesn’t need much inside.”
The emphasis on operational efficiency underpins the company’s franchising plans. Mestka said the business has finalized its standard operating procedures and franchise disclosure documentation, making it ready to offer franchise opportunities.
Mestka indicated that The Praguery is seeking franchise partners with experience operating multi-unit quick-service restaurants. The brand plans to focus on locations with high foot traffic, including airports, malls, concession operations, and areas with significant tourist volumes.
“The concept is based on high food traffic,” he said. “We are targeting airports, concession groups, malls, food service, and high tourist volume destinations.”
The company is also exploring expansion beyond Vancouver, including opportunities in British Columbia and Ontario.
Mestka said franchising is motivated by both demand from potential partners and his personal interest in growing the brand. “I’m still passionate about the brand and would like to grow it,” he said.
According to Mestka, the business has experienced consistent revenue growth each year since its founding.
“There’s good demand, and it’s going really well,” he said. The company’s ability to expand from a single stall to four locations in six years reflects steady market traction.
The Praguery’s operational model leverages small, efficient retail spaces to maximize profitability. By combining a proven operational system with high-demand product offerings, Mestka said the brand is positioned for franchising growth without requiring large-scale physical locations.
Mestka anticipates that franchise expansion will allow the brand to extend its reach while maintaining operational consistency.
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