Toronto-based Happy Belly Food Group Inc. has signed a binding franchise development agreement for 150 Heal Wellness restaurants across Texas, marking the largest franchise development deal in the company’s history and significantly expanding the brand’s planned U.S. presence.
The agreement is with existing multi-unit franchise operator The Curative Group, led by Kendall Howard and Paul Fioroni. The development will increase Heal Wellness’s previously announced Texas commitment from 10 locations to 150, with the first restaurant already operating in Lubbock and a second expected to open in early 2027.
The deal is expected to contribute to growth in Happy Belly’s operating restaurant count, system-wide sales and recurring royalty revenue as additional locations open. The company said Texas is the first of several states it intends to target for Heal Wellness expansion.
Texas agreement expands U.S. development pipeline
Heal Wellness is a quick-service restaurant brand specializing in smoothie bowls, açaà bowls and smoothies. Its first U.S. location opened Oct. 3, at 1113 University Avenue in Lubbock, directly across from Texas Tech University.
The Curative Group brings experience owning and operating multiple franchise brands, along with knowledge of the Texas market. Happy Belly said the partnership is intended to support site selection, restaurant construction, local staffing and operating standards as the brand expands across the state.
“Signing a 150-unit binding agreement for Texas is the largest and most impactful development agreement Happy Belly has ever signed, marking our most significant step toward building Heal Wellness into North America’s leading smoothie bowl brand,” said Sean Black, chief executive officer of Happy Belly. “Our franchise partners have already opened Heal’s first U.S. location in Lubbock and are preparing to open their second in early 2027. Expanding our relationship with an experienced group that owns and operates several successful franchised brands in Texas gives us a proven local partner with the operational capabilities and market knowledge to execute this rollout.”
Black said the company’s franchise strategy centres on working with operators who have experience in their markets and the resources to support expansion.
“Our approach is to pair the right brand with experienced operators who understand their markets and have the capabilities to support sustained growth,” added Black. “The Curative Group brings hands on experience constructing and managing brands across Texas, along with firsthand knowledge of operating Heal in Texas. We believe that combination provides a strong foundation for a disciplined rollout as we identify suitable real estate, build local teams, maintain consistent operating standards, and grow the brand’s presence across the state while delivering a consistent guest experience.”
Site selections are already underway, according to the company, with future development expected to follow its franchise growth model.
Heal reports 54 operating locations
The Texas agreement builds on Happy Belly’s initial development announcement for the state in June 2025 and subsequent announcements involving the brand’s first two U.S. locations.
It also adds to a broader development pipeline that includes a three-year, 45-unit agreement announced June 15 with a group led by Alex Rechichi, former chairman of Happy Belly’s board, and Bedford Park Capital.
Happy Belly said Heal Wellness now has 460 locations in its development pipeline under signed agreements across Canada and the United States. The company began 2026 with 30 operating locations and had 54 open as of the Nov. 2 announcement.
It expects to have 60 locations open and operating by the end of 2026, which would double its restaurant footprint over the course of the year.
The company said it sees opportunities for Heal in Texas among students, families, professionals and active consumers looking for convenient food options. Its menu includes smoothie bowls and smoothies featuring ingredients such as açaÃ, pitaya, goji berries and chia seeds, as well as super-seed grain bowls.
The expansion represents a significant development commitment, although the 150 locations are planned openings rather than currently operating restaurants. The pace of the rollout will depend on site selection and the group’s ability to execute the development agreement.
“The Company’s first Texas opening was an important milestone. This agreement gives the Company a framework to build upon that opening with a partner that shares our long-term vision for Heal. We remain focused on translating our development pipeline into operating restaurants and creating long-term value for our shareholders,” said Black.
“Building on the three-year, 45-unit agreement announced on June 15th with a group led by Alex Rechichi, former Chairman of Happy Belly’s Board, and Bedford Park Capital, today’s 150-unit agreement with The Curative Group, led by Kendall Howard and Paul Fioroni, further demonstrates the tremendous franchisee appetite for the Heal Wellness brand. With 460 units now in its development pipeline under signed development agreements, Heal has a substantial foundation for continued growth across Canada and the United States. This expansion across Texas adds to a strong year of growth for Heal, which began 2026 with 30 locations and now has 54 open. With 60 locations expected to be open and operating by year-end, Heal is on track to double its restaurant footprint in 2026.”
Happy Belly Food Group’s portfolio includes Heal Wellness, Rosie’s Burgers, Yolks Breakfast, Via Cibo Italian Street Food and iQ Food Co., among other food brands.
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