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The basics:

• Playa Bowls signs 1st international deal with Eat Up Canada
• Plans call for 160+ stores across Canada
• Partnership led by experienced Firehouse Subs operators
• Playa Bowls expects 90 new US locations by end of 2025

Jersey Shore-born superfruit bowl franchise Playa Bowls is setting the stage for international growth.

As part of its first international development deal, the Belmar-based chain will open more than 160 shops in Canada in partnership with Eat Up Canada Inc., according to an Oct. 21 press release.

A timeline for opening and target areas was not specified.

Since establishing Eat Up Canada Inc. four years ago, quick-service restaurant industry veterans George Heos and Alex Gerzon have built a 50-unit Firehouse Subs portfolio across the Great White North.

Additionally, they have scaled Hawaiian-inspired poke chain Pokeworks to eight locations and developed fast-casual crispy chicken concept MightyBird.

Ready to launch

Commenting on the master franchise agreement with Eat Up Canada, Playa Bowls CEO John Cappasola described it as “a major step in our strategy to introduce our great-tasting menu full of health conscious options to new markets.”

“George Heos and Alex Gerzon are exactly the kind of experienced operators we look to partner with; they are proven brand stewards and developers with deep expertise in scaling successful restaurant concepts … George and Alex bring the operational excellence, local insights, and passion for growth that align with our values and vision for Playa Bowls’ continued expansion,” he said.

Founded in 2014, Playa Bowls serves an extensive and unique menu of acai, pitaya, coconut, kale, banana, oatmeal and mango bowls. It also serves juices, smoothies and cold brews made with fresh, high-quality ingredients.

Over the past decade, its footprint has grown to nearly 350 locations nationwide. Playa Bowls has also picked up numerous industry accolades from trade publications such as Franchise Times, Fast Casual and QSR.

When Sycamore Partners purchased Playa Bowls for an undisclosed sum last fall, the New York City-headquartered private equity firm said it would focus on speeding up growth of the franchise in the U.S.

Since then, changes have switched up the executive leadership team, including with a new CEO, new chief operating officer, chief financial officer and general counsel.

A perfect fit

By the end of 2025, Playa Bowls expects to open 90 new shops, according to this week’s press release.

Heos feels Playa Bowls is “exactly the kind of high-growth, high-potential brand we look for.”

“Our team specializes in introducing standout U.S. restaurant concepts to the Canadian market, and Playa Bowls fits that profile perfectly with their proven unit economics and a passionate following. Bringing a leading superfruit bowl brand into our portfolio allows us to tap into the demand for better-for-you dining at a time when consumers are more health-conscious than ever,” he said.

Our team specializes in introducing standout U.S. restaurant concepts to the Canadian market, and Playa Bowls fits that profile perfectly with their proven unit economics and a passionate following.
– George Heos, Eat Up Canada Inc. co-founder

Gerzon added, “From the moment we experienced Playa Bowls, we were impressed by the quality of their product, the strength of their design, and the simplicity and scalability of their operational model. We believe Playa Bowls is perfectly positioned for the Canadian market, and we’re excited to bring its vibrant energy and community-focused experience to neighborhoods across Canada.”

Playa Bowls isn’t the only chain with New Jersey ties to expand into Canada. Last year, Manasquan-based sandwich giant Jersey Mike’s Subs unveiled a partnership with Redberry to launch 300 stores there by 2034.