In the competitive world of restaurant franchising, success isn’t just about serving great food—it’s about creating experiences and selling happiness. MTY Group, a powerhouse in the franchise industry, has perfected this strategy with its diverse portfolio of brands and a strong commitment to franchisee success.

In this exclusive conversation with Eric Lefebvre, CEO of MTY Group, we explore what makes MTY franchises thrive in the competitive restaurant market, the importance of choosing the right type of franchise and location, and how the brand supports entrepreneurs like you in building successful, multi-location businesses.

The Business of Selling Happiness – More Than Only Food

“Everybody can relate to restaurants. We sell happiness, right? That’s what I’d like to remind people in our jobs. We’re in charge of selling experiences. We’re in charge of selling happiness. And how can’t you be happy about doing that for a living?”
– Eric Lefebvre, CEO of MTY Group

Food franchising is not just about serving food; it’s about creating experiences that keep customers coming back. MTY franchises have built their reputations by providing memorable dining moments that go beyond the plate.

Why Customer Loyalty is Built on Emotional Connections

• Consumers don’t just visit a restaurant for a meal but for the experience, atmosphere, and emotional connection to the brand.
• Local franchises thrive when they prioritize community engagement and customer relationships.
• Whether it’s a fast-casual concept like Thai Express or a sit-down dining experience at Baton Rouge, every MTY brand is designed to make people happy.

We understand that focusing on customer experience and engaging with customers on a personal level can be challenging when there’s a lot of work involved in running a restaurant.  MTY provides the support you need to excel in all aspects of your business, allowing you to focus on building those crucial emotional connections with your customers.

Here’s how MTY empowers you to prioritize customer experience:

• Operational Efficiency: MTY’s proven systems and processes streamline operations, freeing up your time and energy to focus on customer interactions.   
• Marketing Power: MTY’s marketing muscle drives customer engagement and brand awareness, ensuring your brand stands out.    
• Ongoing Training and Guidance: MTY’s training programs and ongoing support equip you and your team with the skills and knowledge to deliver exceptional customer service.
• Community Building: MTY encourages franchisees to actively engage with their local communities, fostering a sense of loyalty and belonging among customers. Hear from one of our franchisees how implementing it changed his life.

MTY’s Growth Story – A Legacy of Entrepreneurship

MTY Group’s journey began in 1979 when Stanley Ma opened his first restaurant. From there, the company grew into a multi-brand empire, acquiring and developing leading local franchises across Canada and the U.S.

• Over 40 years of franchising experience.
• 80+ brands under the MTY franchises umbrella.
• Thousands of franchisees benefit from MTY’s support, buying power, and operational expertise.

Although MTY is famously known for being co-founded by Stanley Ma, there were two other contributors involved initially. Stanley Ma, along with his partners, worked tirelessly to establish the business and later introduced innovative concepts. Over time, the company became solely led by Stanley Ma, who remains the largest shareholder and the chairman of the board to this day.Hear the full podcast episode on Spotify.

The Franchise Model: A Scalable Path for Aspiring Business Owners

Franchising provides an easier entry point for entrepreneurs looking to break into the food industry without starting from scratch.

• Proven business models minimize risk.
• Support and training from an experienced franchisor.
• Brand recognition attracts loyal customers from day one.
• Access to an established network of like-minded entrepreneurs, all benefiting from collective experience and shared knowledge.
• Reduced startup costs and access to financing MTY offers assistance with securing financing or negotiating supplier pricing, making it more affordable to get your business up and running.

Why MTY Franchises Are the Best Local Franchises to Own in Canada

MTY Group offers the best of both worlds—the resources of a large corporate franchise with the personalized support of a smaller, community-driven brand. With an established name in the business and deep knowledge of both the U.S. and Canadian markets, MTY provides unparalleled support to its franchisees.

The Advantage of Choosing an Established Food Franchise for Sale vs. an Independent Startup

• Lower risk: Independent restaurants have a higher failure rate compared to established MTY franchises.
• Stronger brand recognition: MTY’s brands are already trusted by customers.
• Franchisee support: Experts handle everything from site selection support to marketing assistance.

Choosing the Right Location – Mall vs. Streetfront Food Chain Strategy

While your franchise’s location alone can’t guarantee success, it plays a significant role in maximizing your opportunities. You might be drawn to the allure of a mall location with its steady foot traffic and almost guaranteed sales. But did you know that local goers from nearby neighbourhoods can be just as valuable for long-term growth?

MTY helps franchisees evaluate the best setting based on their business goals, target market, and operational preferences. Whether you choose a high-traffic mall or a community-driven streetfront location, MTY provides the strategic guidance to help you succeed.

Mall Locations:

✔ Higher rent costs but guaranteed foot traffic from shoppers.
✔ Ideal for quick-service or grab-and-go concepts.
✔ Less need for aggressive local marketing—your customers are already there.

Streetfront Locations:

✔ Lower rent but requires local marketing efforts.
✔ More flexibility in branding and customer engagement.
✔ Great for sit-down restaurants or concepts that rely on neighbourhood loyalty.

How MTY Sets Franchisees Up for Success

• Real estate selection assistance based on market research.
• Lease negotiation support to secure competitive rental rates.
• Custom marketing plans tailored to the location type and the experience collected through the years.

Expert Guidance – Choosing the Right Franchise for Your Goals

MTY’s team of franchise experts helps aspiring business owners choose the best restaurant concept for their investment level, experience, and long-term goals.

Choosing the right franchise isn’t just about the brand or the menu; it’s about aligning your passions and aspirations with a business that truly resonates with you. As Eric Lefebvre emphasizes, “You need to understand what type of restaurant you want to operate” highlighting the importance of finding a concept that complements your lifestyle and goals.

In the same way, you wouldn’t be open to working in a field so far removed from your values; the food business you want to start shouldn’t feel that way either. Aligning your passions with your business pursuits is key to long-term satisfaction and success.When you think about sharing food with loved ones, what kind of restaurant environment comes to mind?

Matching Preferences with the Right Concept

MTY’s diverse portfolio caters to a wide range of preferences and investment levels. Here’s a glimpse of how MTY matches your aspirations with the perfect concept:

• Low-Cost, High-Growth Potential: If you’re seeking a business with a low barrier to entry and rapid growth potential, brands like Wetzel’s Pretzels or Thai Express might be the ideal fit. These quick-service concepts offer streamlined operations and strong brand recognition.
• Premium, Full-Service Dining: For those passionate about culinary excellence and wanting to create memorable dining experiences, MTY offers premium brands like Baton Rouge or Turtle Jack’s. These establishments require a higher investment but provide the opportunity to build a loyal customer base and establish a strong presence in the community.
• Flexibility and Scalability: At MTY, we understand that your goals may change over time. Whether you’re starting with a single location or planning to create a multi-unit franchise empire, MTY offers personalized guidance and support to help you strategically scale your business.

The MTY team takes the time to understand your unique aspirations and guides you toward a thriving franchise opportunity that aligns with your vision for the future.

Tailored Advice on Scaling

• First-time franchisees get structured guidance on starting small and growing strategically.
• Experienced franchisees receive expansion strategies to move into multi-unit ownership.

Training for Success – Learning from the Best Before Opening Your Doors

Many new franchisees have restaurant experience and that’s a great plus before acquiring a piece of business, but for those who don’t, MTY provides industry-leading training to ensure success.

• Hands-on training in existing locations before opening.
• Operational guidance on hiring, food preparation, and customer service.
• Ongoing support from field consultants and business mentors.

Want to know more about the training and benefits of partnering with MTY? Watch the full Podcast Episode.

From One Store to a Multi-Location Franchise Empire

A Business Built on Small Transactions but Big Opportunities

Local franchises operate on a high volume of small transactions, but with the right systems and strategies, franchisees can scale beyond their first store.

Scaling from One Location to Multiple Outlets

• Many MTY franchisees reinvest in second and third locations after finding success.
• Expanding to multiple stores allows franchisees to build an operational system that streamlines efficiency and maximizes profits.

The Key to Multi-Location Success

• Strong operational management.
• Well-trained staff and leadership.
• Leveraging MTY’s franchisee network and resources.

The Secret to Franchise Success: What Top Performers Do Differently.

• Active Ownership: The best franchisees are hands-on and engaged with their business.
• Community Engagement:Local marketing, sponsorships, and customer loyalty programs help drive success. People need to be aware of your business.

The Future of Restaurant Franchising with MTY

MTY Group Franchising’s growth plans and franchise opportunities are expanding rapidly.

• More brand acquisitions to strengthen market presence.
• Emerging food trends are shaping new franchise opportunities.
• More resources and digital innovations to help franchisees grow.

Ready to explore the exciting world of MTY Group franchising? Visit our website to learn more about our brands and investment opportunities.  For a personalized consultation, contact us today and take the first step toward achieving your entrepreneurial dreams!  You can also view informative videos on our YouTube Podcast channel Forks and Franchise powered MTY Food Group Inc. and get insights from one of the largest franchisors in North America’s restaurant industry.