Tahini’s Restaurants, the rapidly expanding Mediterranean fusion chain, marks another milestone in its ambitious Toronto growth strategy with the opening of its newest location at One Yonge Street. In an exclusive interview with 6ixRetail.com, Founder and CEO Omar Hamam revealed the sophisticated strategy driving the brand’s concentrated downtown expansion.
“Opening a location at such an iconic address as One Yonge Street is a testament to the incredible support we’ve received across Canada,” says Hamam. “Toronto is a city that thrives on diversity, and we’re excited to bring our bold Mediterranean flavours to this dynamic community.”
The new location joins Tahini’s rapidly expanding downtown Toronto portfolio, including recent successful launches at King and Blue Jays Way and Dundas and Church Street. With additional locations secured at 321 King Street East and 430 Queen Street East, the brand’s growth strategy reflects a deep understanding of Toronto’s micro-markets.
“In downtown Toronto, we basically have a 50,000 to 80,000 population radius that we target for each store,” Hamam reveals. “We use advanced software that shows us everything about a location before we open – the three-kilometer radius, three-minute drive time, population, income levels, diversity, age groups, racial demographics. We have a committee that actually approves every single location.”
Under the leadership of franchise owner Dr. Tariq Mahmood, who brings over 25 years of experience in food safety and quality, the One Yonge location exemplifies Tahini’s commitment to partnering with experienced operators. “After a fulfilling career in food safety and quality, I wanted to take my passion for food to the next level,” says Dr. Mahmood. “Opening a Tahini’s restaurant in Toronto feels like the perfect opportunity to bring my experience and love for Mediterranean cuisine to this vibrant city.”
National and International Growth Plans
While Toronto remains a key market, Tahini’s has identified significant growth opportunities across Canada and beyond. “Saskatchewan is underserved. Manitoba is underserved. BC is a great market,” Hamam notes, highlighting recent success in Western Canada. “We opened a store in Kelowna and it’s doing amazing since we’ve opened. We’ve done Calgary, we’re going into the East coast and Halifax. We’re going all over Canada except Quebec.”
The company’s ambitions extend into the United States, where Hamam sees unprecedented opportunity. “The States, underserved doesn’t even do it justice,” he explains. “I was in Miami during December, and they don’t have shawarma chains at all. What I would like, my dream is to be the door to Mediterranean cuisine in North America.”
Innovation in Menu and Marketing
The menu at One Yonge showcases Tahini’s innovative approach to Mediterranean fusion cuisine. “We’ve built a cuisine that fits with the palates of people living in Canada,” Hamam explains. “Mediterranean food isn’t very polarizing, but with so many shawarma chains out there, we want to give customers something different. That’s why we create fusions like our butter chicken shawarma – it combines familiar flavors that sit well with Canadian customers.”
With billions of views across social media platforms, Tahini’s takes a unique approach to brand building. “We try not to sell our products in our marketing,” Hamam shares. “Instead, we use our social media as entertainment for people. Our goal is to engage customers, maybe give them a good laugh, have fun with them. People appreciate that approach, and it builds your brand organically.”
Strategic Team Building Drives Growth
Behind Tahini’s rapid expansion is a carefully assembled team of industry veterans, led by Chief Development Officer Shawn Saraga, whom Hamam credits as instrumental to the company’s success. “I’m not going to take any credit for that – this is my team,” Hamam emphasizes. “Shawn is probably the best person doing franchising in all of Canada. When we started, it was just me doing everything – leasing, franchising, operations, marketing, even construction. Now, as we’ve grown, I’ve focused on putting the right people on the bus.”
Hamam’s philosophy on leadership has shaped the company’s growth strategy. “Some people get intimidated by hiring people or thinking they have to be the best in everything to be the CEO. I am of the ideology that if you are the best, then you’re definitely not hiring the right people. If you have the right people that you can trust, and they know how to do this better than you, then you’re doing good.”
With 56 locations currently operating and plans to reach 100 by 2025, Tahini’s expansion strategy demonstrates the potential for calculated growth in the quick-service restaurant sector. The One Yonge Street location serves as both a milestone in the company’s Toronto presence and a blueprint for future growth across North America.
As Hamam concludes, “We’re not just serving food—we’re building experiences and connections,” setting the stage for Tahini’s next phase of expansion both within Toronto and beyond.