The Canadian Mediterranean fusion chain plans to expand across Canada and the US over the next two years, with a digital following of more than three million YouTube subscribers helping attract new franchisees.
Canadian restaurant chain Tahini’s is targeting 30 new restaurant openings across Canada and the United States over the next two years, using its growing social media following to attract customers and prospective franchisees. The Mediterranean fusion brand operates 76 restaurants with 70 franchisees, according to its October 2026 announcement, and has opened eight locations this year.
The expansion comes as Tahini’s increasingly uses its digital presence to support franchise recruitment. The company has amassed more than three million YouTube subscribers and over two billion video views, with its online content helping introduce the brand to potential customers and investors.
The chain has also been expanding into new markets, including Vancouver and Winnipeg, while planning additional US openings in Chicago and New Jersey before the end of 2026.
Tahini’s launched its franchise programme in 2019 and has built its network around a Mediterranean-inspired menu and a marketing strategy that relies heavily on social media. The company provides franchisees with support covering site selection, training, supply chain management and restaurant development.
Aly Hamam, Chief Marketing Officer at Tahini’s, said the brand’s online following was translating into business opportunities. “It’s amazing to see how social media can create that connection with a customer before they’ve ever walked through the door,” Hamam said.
“For us, it’s not just about building an audience; it’s about building a community around the brand. We’re seeing that community translate into real business growth. Our approach is simple: put the guest first, support the franchisee, and when those two things are working, the business succeeds.”
The role of social media in franchise recruitment is evident in the experience of Toronto franchisee Juliet Noronha, who discovered the brand through her son’s interest in its online videos. She subsequently visited a restaurant with her family before deciding to invest in the business with her partner, Saurav Kaushal.
“My son was a huge fan of Tahini’s videos, so he was actually the one who introduced me to the brand,” Noronha said. “I was already looking for a business and could see that this was an up-and-coming brand with a strong connection to the younger generation.”
Noronha also highlighted the support provided by the company’s leadership and corporate team in helping her establish her franchise business.
As Tahini’s pursues its 30-restaurant expansion target, the company is seeking to grow its presence in North America by combining digital brand awareness with franchisee support. Its next phase of development will test whether its substantial online following can continue to translate into restaurant openings and sustained growth across new markets.
