There isn’t a week it seems that goes by that Happy Belly Food Group, the fast-growing food company, isn’t announcing another expansion for its multi-brand concept.
And at the heart of the massive expansion strategy is the company’s CEO Sean Black, who has had a long history in the food sector. He’s been with Happy Belly for close to three years.
Black, who started his entrepreneurial journey in the Ottawa Valley at the age of 19, has built a successful career in the restaurant industry, growing multiple brands and opening hundreds of locations across North America.
“I grew up in the Ottawa Valley, just outside of Ottawa. In Arnprior,” Black shared. “I opened up my first restaurant when I was 19. I opened my first Extreme Pita in Ottawa. I started off as a franchisee, then bought a third of the company, and grew it to about 50 stores in Canada.” His venture eventually led him to create Mucho Burrito after encountering the success of Chipotle in the U.S.
Black is a co-founder in Crave IT Restaurant Group. In 2021 it sold its interest in both The Burger’s Priest (including its 25 franchised and corporately owned stores) and Fresh Plant Powered Restaurants to Recipe Unlimited, a publicly traded company on the Toronto Stock Exchange.
From 2013 to 2014, Black held the executive level position of Chief Development Officer at MTY Food Group, a publicly traded.
Prior to that, Black held various positions within the Extreme Brandz from 2000 to 2013. Overseeing Real Estate & Franchise Development of the brand portfolio franchise system.
In December 2022, Happy Belly appointed Black, who at that time was the company’s Chief Investment Officer, to its board of directors.
“As a natural evolution of Happy Belly’s growth, we are pleased to welcome Sean Black to the board of directors. Ever since joining us full time earlier this year Mr. Black has been invaluable to our team in shaping our growth strategy, building our M&A framework, and evolving our brand development and franchise models. He has been key in laying the groundwork for the future development of our company. He is a perfect fit for the expanded responsibilities of becoming a member of the board”, said Shawn Moniz, Chief Executive Officer of Happy Belly, at the time.
Then in August 2024, Black was named the company’s CEO.
After spearheading Happy Belly’s mergers and acquisitions strategy, real estate division, and franchise development for the previous two years, Black took on the additional role of CEO.
“With over 30 years of experience in the restaurant and franchising industry across Canada and the USA, Mr. Black brings a wealth of expertise to the role. His extensive background includes various C-suite executive roles in both private and public companies, as well as a deep understanding of capital market strategies and strategic partnerships. His proven success in implementing organic & inorganic growth strategies in the restaurant sector while executing on high-impact growth strategies uniquely positions him to drive Happy Belly’s growth through its next phase of development,” said the company at the time.
In his new role, the company said Black would drive Happy Belly’s strategic vision and evolve growth initiatives as the company strengthens its presence and market share in the QSR sector. It described Black as having the unique knowledge and skill set of what it takes to deliver on building a leading growth company evolving its stable of emerging brands.
His grandfather was in the restaurant business and for Black that was something he wanted to do. He was either going to be a police officer or in the restaurant business.
Black’s early work in the restaurant industry began as a way to support his love for hockey. “I needed to help make some extra money to play junior hockey,” he explained. “So I went and got a job in the restaurant business, and I just fell in love with it. Never left.” Fast forward to today, and Black has now been part of the industry for over 35 years, always driven by a passion for people and food.
“I love people and I love food. I love the challenge of it too, going out finding new locations, new real estate, expanding the brand.”
Happy Belly Food Group currently operates 10 brands, with plans to increase the portfolio to 15. “We want to be about 15 brands at all times,” Black stated. The company is rapidly expanding, with a goal of opening 30 to 50 restaurants annually across Canada, while also focusing on acquiring more brands. In the next 12 to 16 months, Black envisions the company reaching 100 locations and ultimately growing to 500 restaurants as the pipeline of franchise agreements continues to expand.
Black attributes the company’s success to its flexible and strategic approach to real estate. “We wanted to be able to fill gaps in the market. For example, if someone already has a burger concept, we can bring in a plant-based or Mexican brand,” he explained. This diverse portfolio allows Happy Belly to cater to various types of spaces and communities across North America.
Despite the fast-paced growth, Black maintains a hands-on approach to the business. “I’m in the restaurants typically five to seven days a week,” he said. “I love to cook, and I love being involved in it.” His commitment extends to the process of scouting new markets, where he personally evaluates locations to ensure they align with the company’s standards.
“We do our own homework on the ground before we sign any sites,” Black emphasized. “We visit the restaurants, the local community, and ensure it’s a good fit. That’s our process, and we don’t mess around.”
As Happy Belly Food Group continues to grow and innovate, Black’s dedication to the business and his team remains unwavering. “We started with one restaurant and ended the year with about 50 locations,” he said. “In the next 12 to 16 months, we’ll be at 100 stores. It’s a lot of work, but if you’re still having fun, there’s a reason why we’re still going strong.
“We’re students of the game. We’re kids. We started in this business as teenagers. We’re still in it. We love it. We love working with the landlords, working with our franchisees, helping people find opportunities across Canada, grow in the business. So far it’s working.”
With a clear vision and a love for the industry, Sean Black and Happy Belly Food Group are on track for continued success as they expand their footprint across Canada and beyond.
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