Pür & Simple plans aggressive Canadian and US expansion; 50th location opening in Toronto (Renderings)

Pür & Simple, Canada’s destination for elevated breakfast where exceptional food meets outstanding hospitality, is opening its 50th location next week with plans to aggressively grow the business in Canada as well as enter the US market this year.

The 50th location will open February 4 at Bayview Village in Toronto with a sleek new 2,500-square-foot design that’s modern, inviting, and warm.

The opening is part of the brand’s ambitious ‘Road to 100’ campaign, aiming for 100 locations across Canada. Following 11 new locations in 2024 and 20 additional sites secured, Pür & Simple is gearing up for its U.S. debut, with its first location in San Antonio, Texas, arriving in Q2 2025.

Pür & Simple opened its first restaurant in Laval, Quebec, in 2016.

The brand was founded by Ritou Maloni, President, and Chief Operating Officer and Derek Massad, CEO.

Massad said the vision for the brand from the beginning was to reinvent breakfast through creative menu items, healthier options and its focus on hospitality.

“We’re a very guest-centric brand that puts our guests first. Our decor, I think, we’re bar none probably the sleekest most modern decor in the breakfast segment in all of Canada. To be quite honest with you, probably all of North America.”

Massad said the brand has 29 commitments in Texas and Florida to build its expansion plans south of the border.

This year, he said the company expects to open five locations in the US.

In Canada, the brand is looking at opening 20 new locations this year.

“Our franchise partners are really enjoying a profitable franchise system. We have a multi-unit franchise part that are just opening up their second, third, fourth locations. When you’re good, the word spreads. We have a pipeline full of franchise partners that are just in queue waiting for a location to come their way. We have a lot more franchise partners than we do locations at this point in time,” he said.

“I truly believe if the market could cater to our real estate needs we would have 40 locations open this year instead of 20 opening this year in Canada. It’s a good problem to have for sure, but nonetheless it still is a little bit of an issue.”

Massad said the company is expecting to add 52 additional units in Canada in 36 months.

Owned and managed by QuadReal, Bayview Village is undergoing a major transformation that will reimagine the upscale shopping destination as a vibrant community hub.

“The addition of Pür & Simple at Bayview Village further enhances our commitment to delivering an exceptional, experience-driven destination,” said Chrystal Burns, Executive Vice President of Retail, QuadReal Property Group. “Featuring its first-ever indoor patio, Pür & Simple at Bayview Village will bring a new bright and inviting dining experience to our renowned Restaurant Lane, seamlessly complementing the world-class retail and culinary environment we are committed to curating for our guests.”