In the refined halls of Toronto’s Bayview Village, where luxury retailers and upscale boutiques have long catered to the city’s affluent North York neighbourhood, an unlikely transformation of the Canadian breakfast scene is taking shape.
Pür & Simple, a Quebec-based breakfast chain that began in a modest Laval storefront in 2016, is preparing to open its 50th location this February. The milestone represents more than just numerical growth; it signals a broader evolution in how Canadians approach their morning meal.
“Back in the day, breakfast was a diner experience,” said Ritou Maloni, the company’s co-founder and chief operating officer, during an exclusive 6ixRetail interview. “It was like a greasy spoon. Who cares where you were, as long as you got your quasi-good coffee, bacon and eggs really quickly, and you were out the door.”
That decidedly unglamorous approach to breakfast is precisely what Ms. Maloni and her partner, CEO Derek Massad set out to change. The new 2,500-square-foot restaurant, with its lush greenery and distinctive mustard-yellow seating, showcases a modern design concept first tested in Ottawa. It’s a far cry from the traditional chrome-and-vinyl aesthetic that has dominated North American breakfast establishments for decades.
The transformation hasn’t been without its challenges. “When we started in Laval in 2016, we messed up a lot,” Maloni admitted with candor. “We had a menu that didn’t cater to the masses. We just thought we knew everything.”
That early stumble led to a remarkable pivot. Today, Pür & Simple’s menu reflects Toronto’s multicultural demographics, offering dishes like Kickin’ Kimchi Benedict alongside traditional fare. The strategy appears to be working: system-wide sales increased 23.49% in 2024, with same-store sales rising 3.69%.
The company’s expansion approach is notably measured for the fast-growing restaurant sector. Despite holding over 20 signed franchise agreements in Ontario alone, executives are decidedly patient about site selection. Sean Sarrami, the brand’s chief development officer, works with Paracom Realty’s Todd Feinstein to identify locations that meet strict demographic criteria.
“We’ve had candidates wait over a year for the right location,” Maloni explained. “We didn’t want to set the wrong expectations.”
This cautious strategy extends to market planning. When questioning whether the new Bayview Village location might cannibalize business from their successful North York restaurant just 15 minutes away, the company conducted extensive demographic research. The conclusion: two distinct customer bases could support both locations.
The approach reflects a broader trend in Canadian retail, where companies are increasingly focused on sustainable growth over rapid expansion. In 2024, Pür & Simple created over 300 new jobs, bringing its total workforce to nearly 1,500 people across Canada.
Now, as the company prepares for its first international venture in San Antonio, Texas, scheduled for the second quarter of 2025, it faces perhaps its biggest challenge yet: translating Canadian breakfast sensibilities to the American market.
The expansion comes at a time when traditional American breakfast chains are struggling to evolve beyond their conventional offerings. Pür & Simple’s bet is that their refined approach – what Maloni calls making breakfast “sexy” – will resonate with American consumers as it has with Canadians.
Back in Toronto, as workers install finishing touches on the Bayview Village location, Maloni is already looking ahead. The company is actively exploring downtown Toronto locations, a market they initially avoided. “I think we’ve never had more demand than we have now for the downtown core,” she said, suggesting that the transformation of Canadian breakfast culture might just be getting started.
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.