Toronto-based Tahini’s plans to open 30 new restaurants across Canada and the United States over the next two years, as the Mediterranean fusion chain looks to expand its franchise network and convert its social media following into business growth.
The restaurant brand, which has more than three million YouTube subscribers and over two billion video views, says some prospective franchisees have discovered the business through its online content, including Toronto franchisee Juliet Noronha, who was introduced to the brand by her son.
“My son was a huge fan of Tahini’s videos, so he was actually the one who introduced me to the brand,” said Noronha, Tahini’s franchisee in Toronto, with partner, Saurav Kaushal.
“He really wanted to try the shawarma, so when we saw a Tahini’s restaurant, he begged me to go in. We loved the food! I was already looking for a business and could see that this was an up-and-coming brand with a strong connection to the younger generation. The kids look at Aly, who is in the videos, like he’s a celebrity!”
The company’s expansion plans come as it continues to add locations in Canada and prepare for further growth in the U.S. Eight restaurants have opened in 2026, including the chain’s first locations in Vancouver and Winnipeg. Two more U.S. restaurants, in Chicago and New Jersey, are planned to open before the end of the year.
Social media and franchise expansion
Tahini’s has built an online audience through food and restaurant videos aimed at younger consumers. The company says that following has helped introduce the brand to potential customers and franchise operators, with some younger fans encouraging their families to visit its restaurants.
Aly Hamam, Co-Founder and Chief Marketing Officer at Tahini’s, said the company sees its social media presence as a way to develop relationships with customers before they visit a restaurant.
“It’s amazing to see how social media can create that connection with a customer before they’ve ever walked through the door,” said Hamam. “For us, it’s not just about building an audience; it’s about building a community around the brand. We’re seeing that community translate into real business growth. Our approach is simple: put the guest first, support the franchisee, and when those two things are working, the business succeeds.”
Tahini’s currently has 76 restaurants and 70 franchisees, according to the company. Its expansion strategy includes recruiting franchisees and working with them to establish new locations, while providing operational support during the development process.
For Noronha, the decision to become a franchisee followed her family’s introduction to the brand and subsequent discussions with its leadership.
“When I met with Aly and Omar, Tahini’s CEO, I could tell how invested they are in the brand, food and community,” added Noronha. “The support I get from corporate, combined with the dedication of my partner and my team, has helped me achieve my dream of being an independent business owner. My son is a teenager now and still tells everyone that becoming a franchisee was because of him!”
Franchisee support and new markets
Tahini’s says its franchise development process begins with the operator, with the company then helping identify an appropriate location, establish a supply chain, provide training and support the restaurant’s build-out.
The planned additions would extend the chain’s presence in Canada and the United States as it seeks to reach its target of 30 new restaurants over the next two years. The company has not provided a breakdown of how many of the planned openings would be in each country.
Hamam said the company is looking for franchisees interested in establishing the brand in their local communities, with an emphasis on customer experience and operator support.
“Our mission is to serve unforgettable Mediterranean fusion experiences that bring love, laughter and community around every table,” added Hamam. “We’re looking for franchisees, like Juliet, who want to bring that same spirit to their communities.”
Founded in 2012, Tahini’s operates restaurants serving Middle Eastern food, including shawarma and bowls. Its company description says it has more than 73 locations across Canada, while its current operating figures put the network at 76 restaurants.
The company’s next phase of growth will focus on adding locations through its franchise model, with further U.S. openings planned before the end of 2026 and a broader expansion target extending into the following two years.
In an interview with Retail Insider, Hamam talked about the company’s growth.
Tahini’s plans to open 30 new restaurants across Canada and the United States over the next two years. What markets are you prioritizing, and what factors will determine where new locations are opened?
Our focus is on continuing to strengthen our presence across Canada while accelerating our expansion into the United States. We see significant opportunity to bring Tahini’s Mediterranean fusion concept to new communities, especially in markets where there is strong demand for flavourful food and a growing appetite for diverse dining options.
When evaluating new markets and locations, we consider population growth, local demographics, market demand, competition, real estate opportunities, and the strength of potential franchise partners. We also look at how each new restaurant fits into our broader expansion strategy and establish a strong foundation for future growth.
Our goal is to expand strategically, ensuring that every new location is positioned for long-term success rather than focusing on the number of openings alone.
With 76 restaurants and 70 franchisees, how is Tahini’s preparing its operations, supply chain and franchise support systems to accommodate its planned expansion while maintaining consistency across locations?
As our network grows, building the infrastructure to support our franchise partners is just as important as opening new restaurants. We are focused on continuously strengthening our operational systems, supply chain capabilities, training programs and marketing support to ensure that our franchisees have the tools they need to succeed.
Our supply chain company, Alex Food Service, plays an important role in supporting our growing restaurant network and maintaining consistency in product sourcing and distribution. Alongside this, we continue to develop standardized operating procedures, training resources and marketing programs that help deliver consistent guest experience across locations.
We also recognize that franchise growth requires strong communication and accountability. Our field operations and marketing teams work closely with franchise partners to monitor performance, support local initiatives and ensure brand standards are maintained.
As we expand, our priority is to build systems that allow us to grow efficiently without compromising food quality, service or the overall Tahini’s experience.
How much of Tahini’s franchise growth can be attributed to its social media presence, and does the company track how online engagement translates into restaurant traffic, sales and franchise inquiries?
Social media has been a significant part of Tahini’s brand-building strategy and has helped introduce us to audiences well beyond the communities where our restaurants operate.
With a substantial following across our social platforms and content reaching millions of views weekly, we have been able to build brand awareness, generate conversations around our menu and establish a strong connection with our guests and audience.
While it is difficult to attribute a specific percentage of franchise growth directly to social media, we view it as an important contributor to our overall growth strategy. Our online presence helps create awareness among potential guests and prospective franchise partners, while viral content can introduce the brand to entirely new markets.
As we continue expanding, there is opportunity to strengthen the connection between digital engagement and restaurant sales/traffic.
What are the financial requirements and support structures for prospective franchisees, and how does Tahini’s assess whether an applicant and a proposed location are well suited to the business?
We look for franchise partners who share our entrepreneurial mindset, understand the importance of operational excellence and are committed to building a strong presence in their communities. While financial qualifications are an important part of the process, we also look at the applicant’s business experience, leadership capabilities, operational involvement and alignment with our brand values.
Our evaluation process considers both the prospective franchisee and the proposed location. We assess factors such as market demand, demographics, accessibility, competition and the location’s potential to support a successful restaurant.
Finding the right combination of partner, market and real estate is essential to building a sustainable business. We support our franchise partners through training, operational guidance, marketing resources, established supply chain infrastructure and ongoing collaboration with our corporate team.
Our objective is to provide franchisees with a proven framework and the support they need to operate effectively, while recognizing that long-term success also depends on their commitment to the business and the local market.
With new locations planned in the United States and recent openings in Vancouver and Winnipeg, how is Tahini’s adapting its menu, marketing and operating strategy to different regional markets, and what are the company’s longer-term ambitions for North American growth?
Our approach is to maintain a recognizable Tahini’s experience while understanding the unique characteristics of each market. Our core menu and brand identity remain consistent, but our marketing strategy, local partnerships and community outreach can be tailored to the audiences we serve in the various markets.
We want every restaurant to feel connected to its community while still delivering the same quality and experience guests expect from Tahini’s.
In newer markets, building awareness is especially important. We support our franchise partners through localized marketing campaigns, social media, grand-opening initiatives and community engagement designed to introduce Tahini’s to new guests.
We also pay attention to local customer preferences and market performance to help inform our approach as the brand grows. Our goal is to establish Tahini’s as a leading Mediterranean fusion brand across.
North America. Expanding in both Canada and the United States gives us the opportunity to reach new audiences, develop strong regional markets and build a broader franchise network.
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