Adam and Matthew Corrin, the visionaries behind Freshii, are embarking on a new entrepreneurial journey with their latest venture, Founder Brands. Based in Toronto, Founder Brands aims to bring innovative international franchise concepts to Canada and scale them across the country. With a proven track record in franchise development, the Corrin brothers are leveraging their extensive expertise to transform Canada’s franchising landscape.
“Our mission is to become the leading partner for retailers looking to establish a strong national presence in Canada,” said Adam Corrin, Co-Founder of Founder Brands. “Canada often gets overlooked by global brands, and we’re here to change that.”
A Team with Proven Expertise
Founder Brands boasts a powerhouse team that includes former Freshii executives Paul Hughes and Joe McCullagh. The team is also backed by Mark Cohon, a prominent Canadian businessman, investor, and Chairman of the Board.
“Mark shares our passion for Canada and brings invaluable experience to our board,” said Corrin. “His family’s history, from his father George Cohon bringing McDonald’s to Canada and Russia, to his leadership of the CFL, aligns perfectly with our vision.”
This cohesive team has been instrumental in Founder Brands’ ability to move swiftly and effectively. “There’s inherent trust among us,” Corrin noted. “That trust allows us to make thoughtful decisions and scale at an incredible pace.”
Early Success and Strategic Partnerships
In less than two years, Founder Brands has already made significant strides. Last summer, the company signed a 120-unit master franchise agreement with PayMore, an electronics resale concept, opening its first stores in Ontario in December. Four additional locations are currently under construction.
“We’re solving a problem Canadian landlords have faced for years: finding reliable operating partners for international brands,” Corrin explained. “The feedback from landlords has been overwhelmingly positive. They’re excited about bringing fresh, innovative concepts to their portfolios.”
Beyond PayMore, Founder Brands has secured master franchise agreements with three additional brands:
- Gem Studio, an experiential retail concept for custom jewelry-making workshops.
- Graze Craze, specializing in custom charcuterie boards and boxes.
- Fiiz, a unique specialty soda brand.
A History of Success: From Freshii to Founder Brands
The Corrin brothers are no strangers to success. They founded Freshii in 2005, growing it into a healthy fast-casual restaurant chain with 343 locations. The company went public on the Toronto Stock Exchange in 2017 before being sold to Foodtastic in 2023.
“Freshii was an incredible journey,” reflected Corrin. “It taught us the intricacies of franchising and how to scale a brand successfully. We’re now applying those lessons to a broader range of industries with Founder Brands.”
Consumer Demand for International Brands
One of the key motivations behind Founder Brands is the increasing demand from Canadian consumers for unique international retail and dining experiences. Corrin noted that the idea for the company emerged partly from the volume of recommendations he received.
“We’re constantly getting messages, phone calls, and pictures from people saying, ‘You’ve got to bring this to Canada,’” Corrin said. “It’s exciting to see that Canadians are hungry for innovative brands they’ve experienced abroad or seen online.”
This consumer interest underscores the untapped potential in the Canadian market, where certain U.S. brands are either absent or introduced years after their American debuts. “Our goal is to shorten that timeline and ensure Canadians don’t have to wait a decade to access these incredible brands,” he added.
Inspired by the Alshaya Group
Corrin draws inspiration from successful franchise groups like the Alshaya Group in the Middle East. The Alshaya Group has established itself as the go-to partner for global retailers entering the region, and Founder Brands aims to replicate that model in Canada.
“We aspire to be the Canadian equivalent of the Alshaya Group,” Corrin explained. “When any global brand thinks about entering Canada, we want to be their first call.”
By positioning itself as a trusted partner for international brands, Founder Brands is creating a unique niche in the Canadian franchising ecosystem.
A Unique Approach to Canadian Franchising
Founder Brands distinguishes itself by being industry-agnostic. Unlike other Canadian franchising groups that often focus on a single sector, the Corrins are bringing a diverse range of early-stage brands to the market.
“Our goal is to work with founder-led brands in their early stages—what I call the third inning, not the seventh,” Corrin explained. “This gives us first-mover advantage in Canada and allows us to introduce something entirely new to the Canadian consumer.”
Phases of Expansion
Founder Brands has a phased approach to its growth strategy. In phase one, the focus is on scaling brick-and-mortar franchises from the U.S. across Canada. Corrin emphasized the importance of selecting brands that can thrive in major cities as well as smaller markets.
“I always ask myself, ‘Would this work in Winnipeg?’” Corrin said. “If the answer is yes, then we know it has national potential.”
Phase two will involve larger-scale ventures, potentially including international brands beyond the U.S. and other innovative business models. “We have ambitions to take bigger bites as we grow,” Corrin added.
Leveraging Franchisee and Community Partnerships
Founder Brands places a strong emphasis on empowering franchisees and supporting local communities.
“Exceptional franchisees are the backbone of our strategy,” Corrin explained. “These local entrepreneurs bring a deep understanding of their communities, which allows us to adapt and succeed in diverse markets across Canada.”
The company’s ability to connect with local communities is further bolstered by its industry-agnostic approach, which allows it to offer a wide range of products and services that meet varying consumer needs.
Canadian Market Challenges and Opportunities
Expanding franchises in Canada comes with its own set of challenges, particularly in navigating the country’s real estate and regulatory landscape. Corrin highlighted the importance of deep relationships within the Canadian landlord community.
“Canada’s real estate market is tightly controlled by a handful of major landlords,” he explained. “Our previous experience with Freshii has given us strong connections and credibility with these key players, which is crucial for securing prime locations.”
Another challenge is adapting U.S. brands to the Canadian market. “Canadianizing” brands involves tailoring their offerings to local preferences while maintaining their core identity. “It’s about finding the right balance between preserving what makes the brand special and ensuring it resonates with Canadian consumers,” Corrin said.
Building a Sustainable Future for Franchising
Founder Brands is focusing on sustainable growth by prioritizing brands that meet key criteria: low upfront capital expenditure, financing options through the Canada Small Business Financing Loan (CSBFL) program, high unit volumes, and strong EBITDA margins.
“Our benchmark for phase one is $100 million in system-wide sales across Canada,” Corrin revealed. “We want brands that can thrive not only in major markets like Toronto, Vancouver, and Montreal but also in secondary and tertiary markets.”
The Road Ahead
Looking to the future, Founder Brands plans to expand its portfolio while deepening its relationships with Canadian landlords and entrepreneurs. The team is already exploring additional franchise opportunities and preparing for phase two of its growth strategy, which may include larger-scale ventures.
“We’re building something special and meaningful,” Corrin said. “Founder Brands is more than a business—it’s a way to bring innovative, high-quality experiences to Canadian consumers while empowering local entrepreneurs to succeed.”
