Honestly Good Chicken Fingers has ambitious plans for international growth and a new joint venture with Serruya Private Equity will help the Canadian-born fast-casual brand expand across Canada, the United States, Asia and the Middle East.
“This is a major milestone for Honestly Good and one we have been very deliberate about,” said Stephen Czetyrbok, Co-Founder and CEO of Honestly Good Chicken Fingers. “Serruya understands what we have built and where we believe it can go. They bring tremendous experience in growing brands, and we believe this partnership gives Honestly Good an opportunity to reach a worldwide audience.”
The brand has steadily expanded its presence in Ontario with a fast-casual concept based on freshly prepared chicken finger products. The brand currently operates four restaurants across the Greater Toronto Area (GTA), with three additional Ontario locations expected to open by early-2027.
“Honestly Good has built a strong concept with a great product, a clear identity and significant room to grow,” said Aaron Serruya, Managing Director of Serruya Private Equity. “We see an opportunity to take what has resonated with customers in Ontario and introduce it to new markets in Canada and around the world. We’re excited to partner with the Honestly Good team and help build the next chapter of the brand.”
In July, Honestly Good Chicken Fingers appointed Naomi Kempkes as President, marking a new chapter for the Canadian-grown brand as it continues its expansion across Canada and the United States.
As Co-Founder and former Vice President of Operations, the company said Kempkes has been instrumental in building the brand’s foundation, overseeing day-to-day operations, developing systems to support consistency and performance and helping shape the company’s overall vision and culture.
Serruya Private Equity is a family-owned investment firm based in Markham, Ontario. Since 1986, the Serruya family has built, invested in and operated food, retail and franchise businesses with its own capital. The firm’s activity spans restaurants, food and beverage, specialty retail and real estate.
The two companies will focus on introducing the Honestly Good brand to new markets while maintaining the experience that has driven its growth in Ontario. As Honestly Good enters its next phase of growth alongside Serruya, the company’s existing ownership will remain actively involved in the brand and its future direction, overseeing operations and training to maintain the quality and consistency of the Honestly Good experience as it expands into new markets.
The companies said they will begin identifying opportunities for expansion across Canada and the United States, along with international markets in Asia and the Middle East.
Specific markets and new restaurant locations will be announced as plans are finalized.
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