In one of the first interviews since the pandemic forced the closure of all their retail operations, Toronto Popcorn Company co-founder Joseph Villegas shared to 6ix Retail that the artisanal popcorn maker is preparing to relaunch its direct-to-consumer business with a new brick & mortar location in Scarborough.
The company has secured a dual-unit space at 4218 Lawrence Avenue East, at the intersection of Kingston Road and Lawrence Avenue, where it plans to combine production capabilities with a theatrical retail experience featuring an open-concept kitchen.
“We are bringing back the romance on how we are making our products right in front of our customers,” Villegas told 6ix Retail. “It’s a pretty exciting phase for us to go back and step into retail once again.”
From Festival Pop-Up to Retail Revival
Toronto Popcorn Company began in 2013 as what Villegas describes as “a one-kettle-one-flavour, weekend-only affair” in Toronto’s festival circuit. The brand soon established its first permanent presence in Kensington Market, leveraging the area’s reputation as a destination for culinary exploration and international tourists.
“At first it was really tough getting our name out there. We are a very small shop. We were operating locally out of a hidden corner out of Kensington Market,” Villegas recalled. “With a very small following, we were frequented by tourist groups and very, we are a very initiated product so to speak.”
The company gradually expanded to two retail locations in Kensington and The Beaches, with a third location in development and franchise model exploration underway when the COVID-19 pandemic brought these plans to an abrupt halt.
“We’ve been hit pretty hard by the pandemic. We’ve had to close all of our stores,” Villegas said. “We were starting to look into franchising back then and then the unexpected thing happened and we had to fold up everything.”
The Founders Behind the Brand
Toronto Popcorn Company was established by husband-and-wife team Joseph and Caramhel Villegas in 2013. Caramhel, a pastry chef from the Philippines, brought culinary expertise to the venture, while Joseph focused on business development and operations.
The couple’s combined skills enabled them to quickly expand from a single kettle operation offering just two flavours—Old Fashioned Kettle Corn and Movie Style popcorn—to an extensive catalog featuring more than 100 experimental varieties ranging from traditional options to innovative combinations.
Distribution Model Pivot
Following the closure of their retail operations, including the original Kensington Market location that shuttered in April 2021 after an eight-year run, Toronto Popcorn Company shifted entirely to wholesale distribution and e-commerce.
“We had to pivot the business in such a way that we are focusing on distribution and e-commerce model wherein we are just shipping out all of our orders from one location that’s not open to the public,” Villegas explained.
This strategic shift has proven remarkably effective. The company now distributes through an extensive network of retail partners, including 36 Fortinos locations across Ontario, five Denninger’s stores, McEwan Fine Foods, Union Mercado at Union Station, and dozens of independent specialty food retailers stretching from Alberta to New Brunswick.
Flavor Innovation and Market Positioning
Despite operating without direct retail locations, Toronto Popcorn Company has maintained its commitment to extensive flavor development. The company currently offers more than 70 varieties through its website, with a continued emphasis on small-batch production and premium ingredients.
“Buffalo Kick is our absolute best-selling flavor. It’s part of the savory lineup. It’s mildly spicy. There’s a little bit of zing to it,” Villegas shared. “Then there’s the Garlic Parmesan. There’s also the White Cheddar. The Cheesy Caramel is a big draw as well. Of course, there’s the classic Caramel, then the Sea Salt and Maple.”
The company has positioned itself within the growing movement supporting local food producers, emphasizing Ontario-sourced ingredients.
“There’s been a very significant rallying of support behind the locally made products,” Villegas noted. “We’ve always rallied our products behind the concept of having diverse products to represent the diversity of our city, not only of the city but in Canada in general, and having locally grown corn to make as the base of our products.”
Retail Strategy Evolution
The new location, occupying units 10 and 15 at the Lawrence Avenue complex, is expected to open to the public by late spring, pending final permits and preparations. The facility will feature both manufacturing space and a retail area, allowing customers to observe the production process.
This return to physical retail reflects a refined business approach based on lessons learned during the company’s decade in operation.
“What we’ve learned over the past decade is that [our extensive flavor selection] is a business model that’s not scalable,” Villegas explained. “What we’ve drilled down so far is that we could actually scale the business in such a way that we could go with a smaller footprint real estate by scaling down the number of flavors that we carry and put up smaller scale stores.”
The initial Kensington Market location capitalized on weekend tourist traffic but faced operational challenges due to its extensive product line. The new retail concept aims to balance production efficiency with experiential retail elements.
Future Expansion Prospects
While focusing on establishing the Scarborough flagship, Villegas expressed interest in eventually returning to Toronto’s downtown core with a refined retail format.
When asked about potentially reopening in central Toronto locations, Villegas responded affirmatively: “Of course, yeah, like that’s one of the things that we’re looking forward to.”
However, these future retail locations would likely operate with a more streamlined product selection, focusing on top-performing varieties.
“Once we are 100% on putting up our retail store right now in Scarborough, we are thinking of putting up storefronts which are going to take up minimal space and concentrating on just the best-selling flavors that we have,” Villegas said.
Toronto Popcorn Company’s decision to reinvest in brick & mortar comes amid strengthening consumer demand for premium, locally produced specialty foods, suggesting favourable market conditions for its retail reentry despite ongoing challenges in the sector.
The company continues to serve customers through its e-commerce platform at torontopopcorncompany.com while completing final preparations for its retail revival.
Dustin Fuhs is the founder and Editor-in-Chief of 6ix Retail, Toronto’s premier source for retail and hospitality industry news. As the former Editor-in-Chief of Retail Insider, Canada’s most-read retail trade publication, Dustin brings over two decades of expertise spanning retail, marketing, entertainment and hospitality sectors. His experience includes leadership roles with industry giants such as The Walt Disney Company, The Hockey Hall of Fame, Starbucks and Blockbuster.
Recognized as a RETHINK Retail Top Retail Expert in 2024 and 2025, Dustin delivers insider perspectives on Toronto’s evolving retail landscape, from emerging brands to established players reshaping the city’s commercial districts.