Foodservice Concept Pür & Simple Launches Cross-Canada Expansion


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Quebec-based Pür & Simple, a popular breakfast, brunch, and lunch restaurant, has launched its first location in Alberta at the Kingsway Mall in Edmonton with plans to continue to grow the brand across the country.

The concept is one of Canada’s fastest growing breakfast chains with its first location in September 2016 in Laval, Quebec. It introduced a franchising model in September 2017 and today has 20 locations in Canada.

The first franchise location was in Moncton, NB, which opened in March 2018.

And the company is growing despite the challenges presented by the current COVID-19 pandemic.

Ritou Maloni

“We’re one of those companies that is not going to take no for an answer. We’re going to fight through it. We’re opening stores and our franchise partners are excited to open,” said Ritou Maloni, Pür & Simple Co-Founder, President, and Chief Operating Officer.

“We’re small but we’re a growing company. We’re looking at a Canada-wide expansion.”

Growth plans include the brand’s next opening in Paradise, just outside of St. John’s in Newfoundland. From there, plans are to open in Port Coquitlam, BC, then Dartmouth Crossing, just outside of Halifax, then Waterloo in June followed by Bayers Lake, outside of Halifax, Woodbridge, Ontario, Mississauga, another one in Nova Scotia and one in Calgary.

Recently the company opened in Vaughan and North York in Ontario. The plan is to open about 12 additional locations in Canada this year.

Pür & Simple is known for its modern design and unique menu, bringing a modern twist to the classic ‘diner’ experience. With strategic partners like Nespresso, Ocean Spray, and The Martini Club, Pür & Simple has elevated daytime dining and has introduced a winning combination of luxury and affordability to its customers.

“We wanted a new take on breakfast. The trend where everybody wanted things a little bit healthier but not too healthy. I think in general when people eat in a restaurant they want to indulge a little bit and have that restaurant experience. We wanted it to be simple. We wanted that mix of traditional, authentic breakfast with a little bit extravagant ‘wow’ plates,” said Maloni.

Pür & Simple offers a wide variety of breakfast, brunch, and lunch items – from homemade waffles and crêpes, to savoury Benedicts and skillets, to sandwiches and burgers. With an ever-evolving menu of health-forward offerings, Pür & Simple is constantly introducing fresh new items for customers to enjoy, while ensuring fan-favourites remain in consistent rotation. In addition to a selection of fruit-filled smoothies and specialty coffees, the Pür & Simple menu also includes an array of alcoholic beverages. Customers will find a number of menu items that cater to specific dietary needs, including gluten free, dairy free, keto, and vegan alternatives.

“If you walk into one of our restaurants the decor just in itself sets us apart. It’s crisp. It’s warm. It’s very green. We have a lot of nice greenery. It feels modern but yet inviting to anybody,” said Maloni. “We definitely have a great design.

“And our food is Instagramable to say the least. When you get a plate in front of you, most people if they don’t say ‘wow’ their tongues are out and their mouth is watering. Our portion sizes are huge and we really give that value.

“Our menu offerings are much more varied than a diner style breakfast. We really reinvented breakfast in the sense of what it was before in a diner. If you were going to go for breakfast it was greasy, eggs, bacon. We refined breakfast. We put a finesse to it. But yet we still target everybody. It’s an affordable luxury. I think we just made breakfast sexy.”

Edmonton franchise partner, Anjum Vadia, said he quickly became a believer in everything the company does and felt strongly that the opportunity to open his own location in Edmonton was one that he could not pass up.

“Pür & Simple differentiates itself from other brands by serving up not only delicious, healthy meals, but also by creating a warm and welcoming environment that truly makes you feel at home,” he said.

“We are thrilled to welcome Alberta’s first Pür & Simple location to Kingsway Mall and look forward to introducing the Edmonton community to this one-of-a-kind restaurant experience,” said Susan Lovie, Director and General Manager at Kingsway Mall.

Mario Toneguzzi
Mario Toneguzzi
Mario Toneguzzi, based in Calgary, has more than 40 years experience as a daily newspaper writer, columnist, and editor. He worked for 35 years at the Calgary Herald covering sports, crime, politics, health, faith, city and breaking news, and business. He is the Senior News Editor with Retail Insider in addition to working as a freelance writer and consultant in communications and media relations/training. Mario was named as a RETHINK Retail Top Retail Expert in 2024.


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