Booster Juice has been serving up fresh-squeezed flavour and healthy alternatives for a quarter-century, and it’s not stopping now
Time sure does fly by when you are having fun. A well-established Canadian brand just turned 25 years on November 13th, 2024, an impressive milestone worth celebrating.
Booster Juice first opened shop in Sherwood Park, Alberta back on November 13th, 1999. Since then, they have built a reputation on providing customers with delicious, feel-good smoothies and food options with topnotch customer service. Today, Canada’s original juice and smoothie bar is successfully operating with more than 465 locations from coast to coast. This type of growth and longevity is rare among quick service restaurants like Booster Juice, something Canadians are happy to celebrate.
“I’m incredibly thankful of our amazing customers, franchise partners, and my corporate and store staff who I have the privilege to work alongside. This type of success isn’t possible without being surrounded by amazing people. I am also thankful of my family who have been so supportive during this wild journey.” says Booster Juice president and CEO, Dale Wishewan.
Born and raised in Waskatenau, Alberta, Wishewan has always been driven to pursue and achieve success. Possessing a lifelong passion for sports and fitness, he attended Portland State University on a baseball scholarship. While travelling throughout the United States, he noticed the popularity of juice and smoothie bars, and quickly realized there was an opportunity in the crowded Canadian fast-food market to provide a healthier alternative to consumers with an active lifestyle. Making his own protein concoctions for years, and with his interest in health and wellness, he made it a goal to bring fresh and healthy food to the Canadian market. The hard work began with his own home kitchen serving as the testing ground for one smoothie creation after another—including some of the most popular smoothies on their current menu!
When the first store opened in Sherwood Park, it was a new concept to Canada. November was not the ideal time either, going into the dead of a Canadian winter selling
cold beverages. Co-workers, neighbours, and friends thought Dale was crazy to embark on something so foreign to Canadians, but he was determined. As it turned out, people were ready for a healthy fast-food alternative, and there was nothing else like Booster Juice in the market.
Things moved quickly after that. By the end of year one, 15 locations were open and in year two, another 35 more were added. This was such an achievement that it is still a Canadian franchise record for opening 50 stores in two years from inception.
When others in the food service industry have asked how he was able to open 50 stores in two years, Wishewan’s reply is always the same. “I didn’t know in the first year whether five stores were typical, or 25, and everything came naturally from a project management side. The next thing you know we had 50 stores.”
Now, after 25 years, they are still blending up incredibly delicious smoothies, delivering convenient wraps, paninis, rolling up energizing Booster Balls, and freshly preparing nutritious shots and beverages.
The Appetite for Quick Service Restaurants
For the quick service restaurant industry, big changes on both sides of the counter are signaling success in 2025 and beyond
THE FOOD SERVICE INDUSTRY hasn’t had it easy lately, with financial pressures and a tight labour market driving up costs and reducing sales.
Despite this, the macro-economic conditions of the industry are looking up, and prospective owners are still seeking restaurant franchise opportunities at a high rate: CFA data reveals that when prospective franchisees are asked what kind of franchise they’re looking for, 16 per cent respond with quick service restaurants (QSRs). When expanded to include fullservice restaurants (FSRs), that number grows to 29 per cent. Meanwhile, QSRs across Canada are using new tech to drive in-store innovations and meet their diners where they are, and food habits are changing with customers seeking out personalized, convenient, and meaningful dining experiences.
In this special focus on the QSR industry, Franchise Canada reveals several emerging trends that QSRs are embracing to meet consumer demands. Read on to find out why a QSR franchise could be a golden opportunity.
Takeout and delivery continue to grow...
Takeout and delivery grew as a pandemic-era habit and are showing no signs of slowing down, years later. Fifty-seven per cent of operators reported a slight increase in takeout and delivery sales over the previous year, while 25 per cent reported a significant increase. Only 18 per cent said it remained the same or slightly decreased. ...but consumer access is changing.
While Uber Eats, Skip, and DoorDash remain popular, ordering directly from a restaurant’s website gained traction, seeing a 39 per cent increase in 2024.
Seasoned Success
A Canadian icon continues to expand its reach
Founded in 1969, Mary Brown’s Chicken is now the largest and fastest-growing Canadian-owned chicken QSR brand in Canada. With a 55+ year history, the company first opened its doors within a shopping mall in St. John’s, Newfoundland. From there, its reputation grew as Mary Brown’s became known for its fresh, made-from-scratch approach to chicken combined with genuine East Coast hospitality.
It’s easy to see (or taste) what sets Mary Brown’s apart in the crowded QSR space: its unwavering commitment to product quality. The brand’s signature chicken is prepared using proprietary, patented cookers that use high heat to seal in flavors and ensure chicken is tender and juicy, creating a consistently superior
product. This cooking process bolsters the brand’s made-from-scratch approach, including its never-frozen, locally sourced signature chicken to its perfectly seasoned, hand-cut taters, house-made gravy, and more. This dedication to freshness and quality resonates deeply with both guests and franchisees.
With nearly 300 locations worldwide, Mary Brown’s has rapidly evolved from a national favourite in Canada to an international challenger. The company’s recent expansion into markets such as the United Kingdom and Mexico in 2024, along with upcoming launches in India and Pakistan, underscores its growing appeal beyond Canada’s borders.
The Mary Brown’s franchising system provides robust support to
franchisees, including site selection, store design, training, and operational and marketing assistance and the brand has enjoyed 18 continuous years of positive Same Store Sales Growth in Canada. Mary Brown’s is also a proud member of the Canadian Franchise Association (CFA) and has been recognized by the CFA as a ‘Franchisees’ Choice’ recipient for 14 years running.
With a history rooted in quality, a proven business model, and a commitment to growth, the Canadianowned brand is well-positioned for continued success. Entrepreneurs seeking a franchise opportunity with Canadian heritage paired with innovation and authenticity should explore Mary Brown’s Chicken.
State of the Kitchen
BusinessWire reports that the Canadian foodservice market is expected to grow to $192 billion
through 2033. This is up from $120 billion in 2024
The restaurant industry is a powerhouse contributor to employment in Canada, employing nearly 1.2 million
people, or six per cent of Canada’s workforce. It also generates $26 billion in annual taxes for federal, provincial, and municipal governments.
Research shows that the hungry Canadians who sustain this industry are increasingly focused on healthier options. This shows up through menu items and the storytelling used to promote them. Topical trends include:
Plant-based foods
Socially conscious ingredients and practices
Organic and healthful options
Environmental responsibility
QSRs Use New Tech and Make Big Changes
Low-calorie and allergy-friendly meals
Artificial intelligence is flourishing in the restaurant industry, saving labour power for QSR employees and making personalized recommendations for their customers.
AI:
Some QSR brands are adopting dynamic menu boards that adjust to inventory levels or analyze customer preferences for personalized upselling.
Loyalty programs and data personalization:
Leveraging loyalty program data engages customers at every touchpoint. Seventy per cent of operators now actively push personalized offers to their customers, according to TouchBistro.
Experience and immersion:
Meet the “prosumer”—a consumer that expects both high standards and customization. QSRs are meeting this new class of customer by blending highly customizable menus with consistent quality, sustainability, and innovation. In store, this looks like inviting architecture such as open kitchens and locally-inspired designs.
All-day dining:
Breakfast at night? After-hours menu additions? Flexibility is key as restaurants expand their offerings to alternative dining schedules and options.
Join the Burrito Revolution
With innovative menu items and bold branding, Fat Bastard Burrito has found its niche and is growing strong.
What started in Toronto in 2010 as a bold vision to ‘revolutionize the burrito’ has grown to become something of a household name in Ontario and beyond. With 15 years of growth under its belt and over 90 stores across Canada, Fat Bastard Burrito has carved out a distinct niche in the Mexican category with its diverse, innovative menu combined with in-your-face branding.
Known mainly for its large-portion burritos and bowls, Fat Bastard prides itself on a ‘something for everyone’ menu which also includes tacos, quesadillas, nachos, and more. With near-endless customization options mixed with an obsession with fresh, premium ingredients, the brand appeals strongly to customers
seeking an easy, fast-casual dining experience that doesn’t compromise on taste, variety, or value.
Fat Bastard expanded beyond its home province (into St. John’s, Newfoundland) for the first time in 2023. Since then, additional locations have opened their doors in Newfoundland and British Columbia, further supporting the brand’s priority for growth—what it calls ‘the Burrito Revolution’—across Canada. The Maritimes and Western Canada are current priority territories, while the brand continues to penetrate urban and suburban markets across Ontario.
Many franchisees in the Fat Bastard system appreciate the turnkey nature of the business. Since
acquiring the brand in 2022, parent company MBI Brands has lent its many years of experience with Mary Brown’s Chicken to help new franchisees learn the business, while supporting existing franchisees in improving their operational effectiveness and sales growth. Additionally, Fat Bastard franchises typically have a lower entry cost when compared to competitors, owing to the smaller and highly efficient store layouts the brand employs.
With a steadily expanding footprint, Fat Bastard Burrito is poised for significant growth, especially into new markets. The Burrito Revolution is underway in Canada, and is an attractive opportunity for potential investors!
Changing Eating Habits and Trends
Table for one
What was once considered embarrassing is now standard fare as solo dining grows in popularity. Fortyfive percent of respondents to a survey said they would be willing to go solo for sitdown meals. Top priorities for solo dining are peace and quiet (44 per cent) and people watching (43 per cent).
Limited-time offers
Eighty-one per cent of guests are more likely to visit a restaurant when a limited-time offer is available. In addition to driving traffic, they serve as a way to attract new customers along with the regulars.
(Food) courting chaos
Value wars continue
With the wave of value menu changes in response to rising food and labour costs, bundled alternatives have taken hold. Competitive QSRs will be keeping it up as the trend is predicted to continue through 2025. That doesn’t mean cost-friendly items can’t drive bigger sales: after Taco Bell debuted its Cravings Value Menu, one-third of transactions included an item off the value menu
Operators are expected to leverage shock value on menus, with polarizing items like olive oil coffee or pickle-flavoured beverages, and indulgent mashups (like the classic turducken). Controversial or love/hate ingredients like cilantro or pineapple on pizza can also spark a challenge in adventurous eaters.
Spices that bite back
The heat is continuing to rise in 2025, as spices informed by global flavours generate interest on menus and on social media. Challenge videos that give diners a heat check drove engagement to the tune of 31 per cent growth over the last four months.
Fuelling up
Canadians are seeking beverages that do more than just quench thirst. Drinks that provide health and nutritional benefits, including collagen-infused protein drinks, plant-based beverages, and vitamin-enhanced water have grown in popularity in the past few years. According to the International Market Analysis Research and Consulting Group, this sector is expected to reach a $300 billion valuation by 2028 Beverage ingredients that have experienced growth on menus for their health, wellness, or antiinflammatory properties:
