At a time when many restaurant operators are pulling back and hospitality industry analysts warn that thousands of establishments could close amid ongoing economic uncertainty, Charcoal Group of Restaurants is moving in the opposite direction – doubling down on what it calls ‘true hospitality’ as the foundation for long-term success.
The Ontario-based, corporately owned hospitality company is investing $25-30 million over the next 18 months to open five new restaurants across the province, marking a significant expansion of its footprint.
“We’re doing well and we’re very optimistic about the industry, and our investment into expansion reflects that,” said Jody Palubiski, CEO of Charcoal Group of Restaurants. “We see continued opportunity for growth when it’s grounded in strong hospitality and consistent guest experience.”
As part of the expansion, Charcoal Group of Restaurants will introduce new Wildcraft Grill + Long Bar locations in Burlington and the Niagara Region. The Niagara location will open alongside a new Beertown restaurant. Beertown will also continue its growth trajectory with planned locations in Peterborough and Richmond Hill.
For Charcoal Group of Restaurants, the expansion of both brands is driven by both confidence in the market and a deliberate focus on long-term community building, it said.
“We’re very selective and want to make sure we’re the right fit for each community, and that we can deliver a meaningful experience through quality, location and hospitality,” said Palubiski. “It’s about more than just opening restaurants. We want our restaurants to serve as community hubs.”
While much of the broader industry has shifted towards operational efficiencies such as reduced staffing models, increased automation and growing reliance on third-party delivery platforms like Uber Eats and DoorDash, Charcoal Group of Restaurants said it continues to prioritize in-person dining and hospitality-first service.
The company said its restaurants are designed to be more than food and beverage destinations – they are intended as community gathering spaces. From family dinners and business lunches to weekend celebrations, each concept is built around shared experiences and connection.
“There are a lot of restaurant groups implementing short-term fixes,” added Palubiski. “But there’s no replacement for true hospitality. We’re in the people business. Guests remember how they felt in your space, not just what was on the plate.”
Charcoal Group, with over 65 years in the hospitality industry, has a group of full-service restaurants across in Southern Ontario. Its restaurants include Solé Uptown, The Charcoal Steakhouse, Martini’s, Dels Italian Kitchen, Wildcraft Grill & Long Bar, The Bauer Kitchen, The Bauer Bakery & Café, Moose Winooski’s, Beertown and Sociable Kitchen & Tavern.
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