Following the successful debut of its first Canadian location in Toronto’s Yorkville neighbourhood in 2023 and a second at Union Station earlier this year, Israeli-born street food brand Miznon is turning up the heat with plans for further expansion across Canada. The brand, led in Canada by Eli Benchetrit, is eyeing new markets, new cities, and potentially even new concepts under the culinary empire of celebrated Israeli chef Eyal Shani.
“It’s going to be three years since we opened our first location,” said Benchetrit during an interview with Retail Insider. “Union Station opened February 3rd, two years later. Funny enough, both ended up falling on the same day.”
Moving Beyond the Downtown Core
While Miznon’s current presence is firmly rooted in Toronto’s downtown core—with Yorkville and Union Station attracting tourists, office workers, and foodies alike—Benchetrit revealed the next phase will be about going north.
“We want to cater to our clientele in Thornhill and Richmond Hill—people who currently have to drive an hour to come see us,” he explained. “There’s a lot of demand. We’re also looking at Midtown Toronto. That’s the plan right now.”
Though many have encouraged Miznon to continue saturating the downtown market, the leadership team is choosing to balance brand visibility with accessibility. “People are pulling us to keep opening downtown,” said Benchetrit. “But we’re trying to spread out a bit more now.”
Exploring Opportunities in Montreal and Vancouver
Outside Ontario, Benchetrit confirmed that the team is in active talks about expanding to other provinces.
“We’re definitely looking into going into Montreal,” he said. “But due to the language situation, we want to get a local partner that’s able to help us navigate through those requirements.”
He added that the team has also received inquiries about locations in Oakville and Hamilton, but expansion into less dense markets will come later. “We know where we’ll succeed first—after that, we can try stuff that’s a little more risky.”
Vancouver is also on the horizon, though logistical distance means Miznon will need a strong local partner.
“Montreal is close, but still has that language barrier. And Vancouver—it’s far. So we need local partners that know the market and can help us navigate the needs of that area.”
Benchetrit clarified that these aren’t franchising deals. “It’s a partnership,” he said. “We want to do this the right way.”
Finding the Right Food Halls
Miznon’s global presence includes locations in several high-traffic food halls, and the brand is open to replicating that strategy in Canada—if the conditions are right.
“In L.A., Miznon just opened in a food market,” said Benchetrit. “We’ve been looking for food halls here, but a lot of them don’t have enough traffic. We’re waiting for something that makes sense.”
Bringing More of Eyal Shani’s Concepts to Canada
While the Miznon brand leads the Canadian expansion, the broader vision includes other restaurant concepts created by chef Eyal Shani.
“There’s no set goal for how many Miznons we’ll have,” Benchetrit noted. “Because the plan is to bring the Aloni infrastructure to Canada.”
That infrastructure includes not only Miznon but also medium-format sit-down restaurants, the high-energy supper club HaSalon, and kosher dining concepts. “So there isn’t a fixed number,” he explained. “As we grow, we’re appealing to so many different people, from all walks of life.”
Staying True to the Miznon Experience
Despite the expansion, Benchetrit is adamant about preserving what makes Miznon special.
“We want to make sure that everything we open provides that authentic, carefree, everybody’s-family kind of vibe,” he said. “Our entire menu is made fresh day of. We don’t want to grow so fast that we end up with commissary kitchens.”
Each Miznon opens its kitchen early, with prep beginning around 7 a.m. before doors open at 11. “Everything—from our sauces to our hummus to grinding and slicing our meat—it’s all done the same day,” said Benchetrit. “What you eat today was cooked today.”
Real Estate and Relationships
Miznon’s Canadian expansion is guided by Sari Samarah of Value Insight Realty, a long-time friend of Benchetrit and a trusted real estate advisor.
“Sari and I go way back—we’ve been friends since grade two,” said Benchetrit. “He understands both the brand and the city, which makes a big difference when choosing the right location.”
Samarah played a key role in securing Miznon’s first two Toronto locations and continues to lead the search for new sites in Midtown, Thornhill, and Richmond Hill. His deep knowledge of Toronto’s neighbourhoods and sensitivity to Miznon’s unique energy and experiential concept have made him an essential partner.
“He’s not just our agent—he’s part of the journey,” added Benchetrit.
A Story That Began with a Sandwich
Miznon’s Canadian journey began during the COVID-19 pandemic, when Benchetrit found himself trying to recreate the restaurant’s famed minute steak pita at home. “It didn’t come out the way it should have,” he recalled. “So I DM’d Eyal Shani on Instagram.”
That direct message led to a year-and-a-half of conversations before the brand finally signed a lease in Toronto. “People were asking me, what are you doing signing a lease during a pandemic?” he laughed. “I said, I believe in it—and I believe the city needs something like this.”
It turns out, he was right. Miznon Canada quickly found a following, with its Mediterranean street food, open kitchen concept, and distinct urban energy.
A Global Brand with Local Flavour
While most of Miznon’s menu is consistent across its 25+ global locations, about 20% of the offerings are unique to each city.
“Menus are about 80% the same,” Benchetrit said. “But if we can’t get something fresh, it doesn’t go on the menu. And some pitas are city-specific.”
For instance, Toronto’s exclusive “Smoked Maple Steak Pita” features Montreal-style smoked meat with maple syrup brushed onto the flat top—an ode to both Toronto’s culinary diversity and Canadian ingredients.
Miznon regularly introduces new limited-edition pitas as monthly specials. “We have over 200 items we could use, but we make everything fresh,” said Benchetrit. “Specials let us give regulars something new without changing the whole structure.”
The Show Must Go On
A major part of Miznon’s philosophy is rooted in performance. Each location features an open kitchen and a theatrical energy that feels more like a street-side culinary show than a conventional restaurant.
“One of the founders said, ‘We don’t look at our clients like customers—we see them as our audience,’” Benchetrit explained. “The kitchen is our theatre.”
That’s why music plays loud, staff yell orders with joy, and ingredients are put on display like props in a play. “We want people to unplug and just enjoy the moment,” he said. “Forget about your day. Enjoy your food. Be part of the show.”
What’s Next?
With Toronto firmly established and new Canadian cities in the pipeline, Miznon is poised for long-term growth—without compromising on its founding principles.
“This isn’t about numbers,” said Benchetrit. “It’s about making sure every location is true to what Miznon is—a place where people feel at home, experience real food, and become part of something.”
As the brand builds momentum, it continues to show that even a humble pita, made with care and served with flair, can become the centrepiece of a global phenomenon.
