Toronto-based restaurant chain Cluck Clucks is charting an extensive expansion across Canada, with three new locations slated to open in the next six months. The chicken and waffle concept, which has built a loyal following through its six Greater Toronto Area restaurants, is simultaneously pursuing growth in Quebec, western Canada, and making its first moves into the United States market.
In an exclusive interview with 6ixRetail, CEO and President Raza Hashim revealed how the company’s experience in Toronto has shaped its expansion strategy. “The Greater Toronto Area strongly values and supports family-run small businesses, a sentiment that has been a key insight for us,” Hashim explains. “At Cluck Clucks, while we are a recognized brand, we strive to create an atmosphere that mirrors the love and warmth of a traditional mom-and-pop shop.”
The company’s growth plans include an area development agreement for 16 locations in Quebec and its first Calgary restaurant, scheduled to open in the first half of 2025. This Canadian expansion runs parallel to the brand’s international development, marked by the January 18th opening of its U.S. flagship location in Sugar Land, Texas.
Toronto’s diverse food culture has played a crucial role in developing the brand’s identity and menu offerings. “Toronto’s diversity is its greatest strength, and we take pride in incorporating global flavors into our brand,” Hashim notes. “While chicken and waffles originate from the Southern United States, Toronto’s multicultural market has allowed us to put creative and bold spins on this classic dish. For example, we infused Mexican flavors into our TWACO dish, reimagined chicken parmigiana with a playful twist in ‘Shut the Parm Up,’ and introduced a dish inspired by Middle Eastern flavors.”
The GTA’s unique market characteristics have provided valuable insights for expansion. “The GTA is one of the most multicultural regions in the world, providing Cluck Clucks with a unique opportunity to push boundaries and experiment with diverse flavor profiles,” Hashim shares. “This region also offers a distinctive blend of urban and suburban lifestyles, allowing us to test and refine our brand’s appeal across varied settings.”
Maintaining consistency while scaling has been a key focus for the organization. “We prioritize strong onboarding practices to ensure everyone understands our standards for delivering exceptional guest experiences and maintaining the integrity of our recipes, which are fundamental to our success,” Hashim emphasizes. “Our franchise partners and store managers have excelled in upholding these standards, enabling us to consistently deliver both outstanding food quality and exceptional customer service.”
VP of Franchise Development Sameer Hussain detailed the company’s strategic approach to market selection and operational excellence. “We are looking to grow in markets that are densely populated with a strong demand for both dine and takeout option,” Hussain explains. “When selecting a new market to enter we also consider factors like current sales potential, future growth opportunities, availability of good real estate and current competitive landscape.”
The company’s expansion is supported by significant investments in technology and operations. “Our franchise system goes well beyond the basics of a high-tech POS system and digital menu boards,” Hussain reveals. “We have made significant investments in technology to streamline store operations and provide comprehensive support to our franchisees. This includes advanced tools for inventory management, staffing, scheduling, and reporting, ensuring smooth and efficient operations across all locations.”
Recent technological innovations are playing an increasingly important role in the brand’s operations. “Recently, we’ve integrated AI into our marketing platform and are testing AI-powered phone answering at one of our locations, with plans for a brand-wide rollout if successful,” Hussain adds. “Additionally, we’ve developed a proprietary in-house support portal to provide seamless tech and operational assistance to our franchisees.”
The company is also launching new initiatives to support its growth. “To further enhance training and maintain consistency, we will soon launch Cluck Clucks University, an online training platform designed to onboard new staff and franchisees while reinforcing brand standards for existing teams,” Hussain notes.
Looking ahead, Hashim sees significant opportunities for innovation in the quick-service restaurant sector. “The integration of AI into our world is still in its early stages, but we firmly believe it will revolutionize not only the restaurant industry but the world as a whole,” he predicts. “From AI-powered drive-thrus and kiosks to personalized menu recommendations based on individual preferences and AI-driven restaurant operations, the potential for innovation in our sector is immense.”
The brand’s commitment to quality remains central to its expansion strategy. “At Cluck Clucks, we take pride in meeting these expectations by serving fresh, never-frozen, hand-cut Halal chicken, made to order, at a price that remains QSR-friendly,” Hashim emphasizes. “This commitment to quality and innovation is at the heart of what we do.”
Cluck Clucks has established itself as a significant player in the Greater Toronto Area’s competitive restaurant landscape. As the brand extends its reach across Canada and into the United States, it aims to replicate its Toronto success while adapting to local market preferences and maintaining the quality standards that have driven its growth to date.
Dustin Fuhs is the Editor-in-Chief of 6ix Retail. He is the former Editor-in-Chief of Retail Insider, Canada’s most-read retail trade publication. He has over 20 years of experience in the retail, marketing, entertainment and hospitality industries, including with The Walt Disney Company, The Hockey Hall of Fame, Starbucks and Blockbuster.
Dustin was named as a RETHINK Retail Top Retail Expert in 2024 and 2025.