Happy Belly Secures Westmount Site for Heal Wellness
Happy Belly Food Group has locked in a new Westmount location for its Heal Wellness brand, reinforcing its strategy to dominate the Quebec market through existing franchise expansion.
Happy Belly Food Group Inc. (CSE: HBFG) has secured a new real estate location in Westmount, Quebec, for its Heal Wellness quick-service restaurant brand. This addition falls under an existing ten-unit franchise agreement held by Pietro Maio and Lucio Carlomusto, signaling continued capital commitment from the company’s operators. The move extends Heal’s footprint in the Montreal area following a successful summer opening in Griffintown.
The Westmount site targets an affluent, high-density market immediately west of downtown Montreal. The area offers strong household incomes and consistent daily foot traffic from nearby commercial hubs, educational institutions like Dawson College, and transit nodes. Happy Belly identifies this demographic as a prime fit for Heal’s premium smoothie bowl and açaí offerings, which focus on clean ingredients and wellness-oriented meals.
Franchisee Investment Drives Expansion
Chief Executive Officer Sean Black highlighted that the new location results from existing franchisees choosing to reinvest in the brand. Rather than relying solely on new partnerships, Happy Belly is leveraging the confidence of current operators who are actively fulfilling their multi-unit agreements. This organic growth model reduces the friction of onboarding new partners and accelerates the rollout schedule in key markets.
The company views Heal Wellness as a primary growth engine within its broader portfolio. By consolidating emerging restaurant brands, Happy Belly aims to create a disciplined and predictable expansion pipeline. The Westmount location serves as a test case for the brand’s ability to capture premium urban consumption in Canada’s most dynamic real estate markets.
Quebec Remains Core Growth Focus
Happy Belly has designated Quebec as a core strategic priority for 2026 and 2027. The company intends to prioritize organic growth in this region, leveraging the established retail infrastructure and consumer demand for health-focused quick-service options. This focus aligns with the brand’s broader trajectory of expanding across Canada and into the United States.
The expansion strategy relies on a measured approach to site selection, targeting locations with proven traffic and demographic alignment. By securing Westmount, Happy Belly reinforces its position in the Montreal corridor while maintaining a disciplined pace that supports long-term shareholder value creation. The company continues to develop its portfolio of retail franchise locations across multiple stages of operation.
