Since its inception in 2005, Redberry Restaurants has swiftly become a leader in the Canadian restaurant industry. From its early days to becoming the largest Canadian Burger King franchisee in 2013, Redberry has demonstrated a commitment to growth and community engagement. In recent years, the company has expanded its portfolio to include Taco Bell in 2021 and Jersey Mike’s Subs in 2024. This strategic growth aligns with Redberry’s mission of enabling iconic restaurant brands to reach their full potential in communities across Canada.
Chris Racine, Chief Operating Officer at Redberry Restaurants, tells Business Elite Canada, “Redberry prides itself on being Architects of a Different Kind of Restaurant Company, delivering growth through great people serving great people. We encourage our team members to lead with kindness while empowering them to be the best versions of themselves, which in turn allows them to serve our Guests better and act with the lens of enhancing their own community.”
This philosophy of people-centric growth has been instrumental in Redberry’s successful introduction of Jersey Mike’s Subs to the Canadian market. “With Jersey Mike’s, we found a unique cultural alignment in this commitment to our team members and local communities,” says Racine. “Couple that with Redberry’s commitment to act with agility and achieve results, we collectively felt like the right partners to bring Jersey Mike’s Subs to Canada.”
Operational Excellence
Redberry’s brands stand out in the Canadian restaurant landscape due to their commitment to operational excellence and customer satisfaction. “We are committed to being model brand ambassadors in operational excellence and to delivering a consistently satisfying food experience, inspirational service excellence, and clean, modern restaurants with up-to-date guest amenities,” says Racine. This commitment is evident in their plan to renovate 25 restaurants in 2024 alone.
Investing in their teams is another cornerstone of Redberry’s success. Through comprehensive training, educational support, and opportunities for advancement, Redberry ensures that their staff are well-equipped to provide exceptional service. “Ultimately, it comes back to people,” says Racine. “We invest in our teams so they can give back to our Guests and communities we serve.”
Selecting new locations for Redberry’s restaurants involves a thorough process of market research, data analysis, and strategic planning. Key criteria include customer demographics, market trends, traffic patterns, and visibility. Financial analysis is also a crucial step to ensure that new sites meet Redberry’s target return on capital. “We evaluate key site criteria such as traffic patterns, proximity to major retail anchors, and residential areas,” says Robert Masson, Chief Development Officer. “Our final step is to do a financial analysis to ensure the site meets our minimum requirements to move forward.”
Looking ahead, Redberry’s has more expansion plans, with development agreements to build 100 new Burger King stores in Ontario and Quebec, and 110 new Taco Bell stores across Canada by 2028. With Jersey Mike’s, the goal is even more ambitious: 300 stores by 2034. “We intend on continuing to operate our current portfolio towards sales and profits growth targets that allow the company to remain financially healthy and entertain new brand development opportunities in Canada,” says Masson.
Design and Construction Innovations
Under the leadership of Jorge Picanco, Redberry’s design and construction strategies are set to enhance the customer experience. With over 30 years of experience, Picanco brings a wealth of knowledge and relationships that will help Redberry partner with dedicated contractors. “His experience in design will allow us to enhance our customers’ experience through improved layouts, comfortable seating options, and aesthetically pleasing environments,” says Masson. “We are excited to partner with the brands as we bring the latest ideas to design and construction that will allow us to rapidly expand while maintaining consistency and innovation.”
Redberry leverages technology to enhance customer experience and engagement. Loyalty programs for both Burger King and Jersey Mike’s Subs have been highly successful, offering customers exclusive news and perks. The convenience of mobile apps allows customers to explore menus and try new items easily. “We are also testing kiosks for walk-in experiences at Burger King and Taco Bell, and customers are responding positively to this ordering option,” says Masson. Additionally, digital menu boards at Burger King locations streamline the drive-thru experience, making it quicker and more enjoyable.
Commitment to Quality and Community
Consistency in quality and customer experience is a top priority for Redberry. Rigorous training and recognition programs ensure that team members are well-prepared to uphold the company’s high standards. “Both brands have extensive hiring and training requirements for our restaurant leaders and team members,” says Racine. “These brand programs, along with Redberry’s training & recognition program, allow us to stay grounded in what is important for our team members and customers as we grow.”
Redberry’s partnership with Make-A-Wish Canada further exemplifies their commitment to community engagement. Through sales and donations, Redberry supports families in the communities they serve, reinforcing their mission of enabling iconic restaurant brands to make a positive impact.
Redberry’s long-term goals are ambitious and clearly defined. With plans to open over 100 additional Burger King and Taco Bell restaurants by 2028, and 300 Jersey Mike’s Subs by 2034, the company is poised for significant growth. “We are excited to be opening at least five additional Jersey Mike’s in 2024 and will be accelerating that growth towards our target,” says Racine. “Our principles in finding suitable real estate, commitment to training and operations excellence, and getting Canadians to try the difference in Jersey Mike’s ‘sub above’ promise through marketing initiatives will change the sandwich landscape in Canada—and we are excited to make it happen.”
Redberry Restaurants’ journey from a single franchise to a multi-brand powerhouse is a testament to their strategic vision, commitment to excellence, and dedication to community engagement. As they continue to expand their footprint across Canada, their focus on people, quality, and innovation will undoubtedly drive their success.
For more information, please visit www.redberry.ca
