Pita Pit, the Canadian-born sandwich brand known for its customizable healthy offerings, is charting an ambitious growth path, focusing on innovation and deepening community ties.
“We have 240 locations, both traditional and non-traditional across Canada,” said Chris Cann, Foodtastic brand leader who oversees multiple brands including Pita Pit. “We also have a chain of international locations in New Zealand, Trinidad and Tobago, and a lot of other individual stores here and there throughout the world.”
While Pita Pit has a presence south of the border, Cann notes those U.S. stores are under different ownership and not monitored by the Canadian team.
Cann explained the distinction between traditional and non-traditional units, “A traditional site would be your brick and mortar, where it’s like in a parking lot or in a shopping plaza. A non-traditional unit would be like a university food court or a hospital. The product is basically the same, but the process and the way it’s done is a little bit different, but same product at the end of the day.”
Looking ahead, the brand anticipates opening between 12 and 15 new locations this fiscal year.
Pita Pit’s growth target is more ambitious over the longer term. “We’re targeting about 20 per year. If we stay at that pace, by 2030, we should be well above 300 locations.”
The brand is also exploring ways to adapt to high-rent urban locations with smaller footprints, using digital tools to boost franchisee profitability. “We’re looking on how we make it make sense for our franchisees to be in some high rent areas with smaller footprints, leveraging more digital things like that.”
Cann emphasized Pita Pit’s appeal to consumers stems from its customizable and healthy offerings. “Pita Pit is known for and still known as a place that you can get a wholesome healthy meal. But it also can be indulgent for those that want it to be.”
He highlighted the brand’s unique selling proposition. “Pita Pit is what sandwich you make is made by you when you’re there. We do have recipe items on our menu that are preset toppings, but the bulk of our business is done by guests who come in and choose their toppings.”
That freedom resonates with customers. “It resonates because I get what I want to get, right? I can be as healthy as I want. I can be healthy on my terms is the tagline that we use. It’s healthy on your terms so you can choose what your healthy is.”
The menu caters to a broad range of dietary needs. “If you’re celiac, we have gluten-free bread, or you can have a salad or a rice bowl. If you’re halal, we do have a few meats that are certified halal on our menu.”
Cann admitted the halal option is limited due to operational challenges but remains a key focus. “We don’t advertise it very much because it’s very hard to deliver a halal experience the way we do business, but we do our best.”
The brand’s origins in the university market have helped build a loyal multi-generational customer base. “We started in 1995 and we were mainly a university, that group of people leaving late night activity and coming in for a quick bite before you go home. Those folks are now moms and dads and have kids of their own and still hold those habits.”
Community involvement, Cann says, is a critical part of Pita Pit’s success. “Franchisees who are engaged in their business and their communities, I think have been the secret to success here. We couldn’t have done it without those people who committed their funds to open a Pita Pit and work damn hard every day.”
On the brand’s community philosophy, Cann said, “Try to leave the community better than you found it, if that makes sense.” Franchisees often see giving back as a natural part of their business. “They come to you, they buy your food, they support your business, and it’s important to give back. Most franchisees would feel like that and look for the opportunity of where they can do something special in their communities.”
Pita Pit’s key charitable partnership is with the Make-A-Wish Foundation, which Cann describes as “one of our key ones in the year.” Participating stores donate a dollar from every pita or smoothie sold during the campaign month.
“Over the years, we’ve had busier and less busy years, but overall, it’s somewhere around $230,000 that we’ve managed to help raise either through franchise, guest donations, as well as franchisees donating a portion of their money toward the charity.”
Seeing the impact firsthand is powerful. “When you have a group of franchisees who’ve worked hard to do that and they see the child or the family get their wish granted, that’s very powerful to see.”
Pita Pit also supports Motion Ball, a charity raising funds for Special Olympics athletes. “Franchisees have contributed via their food, donating PTAs for participants and volunteers at events across Canada.”
New this year is a partnership with Wings for Life, a charity run sponsored by Red Bull. “We donated product for their events so they don’t have to spend their fundraising money on food. We’re giving them food and they don’t have to spend their money on that expense.”
Cann points to franchisees as the real heroes of Pita Pit’s community impact. “Without being prompted or pushed, franchisees do amazing things in their communities.”
For example, a franchisee in Brampton volunteers as a firefighter and supports first responders through sponsorships. Another in St. John’s donated food for a youth church conference without any direction from head office.
During major wildfires in British Columbia, one franchisee gave away approximately $50,000 worth of free food to affected residents, with no expectation of reimbursement.
“That kind of generosity just really shows what our franchisees believe in and their commitment to their communities.”
Cann concludes, “It’s important for business and your success too.”
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