When Indian street food specialist Chaiiwala first looked at international expansion, Canada’s diversity and openness made it an obvious choice of destination.
The UK-based brand has an ambitious plan to open 100 outlets across Canada by 2030 and already has more than 20 in place, making it one of the fastest growing brands in that sector.
Chaiiwala’s menu blends East Indian, East African, and British culinary influences, with signature offerings that include Karak Chaii, Pink Chaii, Karak Coffee, and street food favourites like Desi Breakfast, Bombay Toastie, and Gulab Jamun Cheesecake.
“Canada was a natural progression for Chaiiwala,” says the firm’s Chief Growth Officer Ajmal Gundhra.
“It is one of the most diverse and culturally open markets in the world. Beyond the strong South Asian diaspora, there is a broader Canadian audience that values authenticity, experience, and global flavors. What we learned quickly is that adaptation matters. The UK model provided the foundation, but Canadian cities require more seating, stronger third-place positioning, and a lifestyle-forward environment. We adapted thoughtfully, while protecting the brand’s heritage.”
Growth in new markets
Gundhra says that entering the Canadian market required that they balance the authenticity that has so far made it a success with the different local expectations. The team realized early on that simply transplanting a UK café blueprint to the territory wasn’t enough. Seating, atmosphere, and lifestyle integration were all key.
“Our expansion pace reflects genuine demand. Strong performance across BC and Alberta confirms that chai is not niche — it is scalable. We assess new markets through disciplined criteria: demographics, traffic patterns, co-tenancy, competitive landscape, labour structure, and long-term brand potential. We build clusters, not isolated stores. Sustainable growth is strategic, not reactive.”
The strategy ensures that each new location benefits from synergy with neighboring stores, rather than standing alone in untested areas. Gundhra’s emphasis on “disciplined criteria” helps deliver a franchise model designed for consistency and sustainability, rather than short-term expansion.
The franchise proposition
Chaiiwala’s model is tailored to appeal to both first-time operators and experienced entrepreneurs, Gundhra says. He says it offers both cohorts a “structured, brand-led opportunity”.
“Our model combines strong storytelling, high-margin beverage categories, streamlined operations, centralized procurement, and full development guidance,” he explains. “Franchisees are not simply opening a café. They are entering a growing lifestyle brand with national ambition.”
Proactive operational support
The focus is on turning franchisees into ambassadors of a culture, not just operators of a retail outlet, and the support structure is designed to ensure they succeed in both operational performance and brand stewardship.
“Support begins before lease signing and continues throughout the franchise journey,” says Gundhra. “We assist with site selection, lease negotiation insight, construction coordination, equipment sourcing, and structured training. Post-opening support includes field operations guidance, performance tracking, vendor systems, national marketing campaigns, digital assets, and grand opening execution strategies. Support must be proactive, not reactive.”
By embedding support throughout the entire lifecycle, Chaiiwala reduces risk for franchisees and helps them scale operations smoothly, at a pace that suits, while protecting brand integrity.
System maturity
Scaling beyond 20 locations first required significant internal development, Gundhra notes.
“Scaling beyond 20 locations required maturity in systems. We strengthened SOP frameworks, onboarding processes, area-level accountability, and internal leadership structure. Growth demands operational discipline alongside brand passion.”
Operational rigor ensures that the brand’s rapid growth doesn’t dilute customer experience or diminish franchisee support.
Canadian customers have also shaped Chaiiwala’s evolution, consistently highlighting authenticity, cultural richness, and the welcoming atmosphere as key strengths.
“Feedback regarding seating comfort and fusion offerings guided enhancements in store layout and menu innovation,” says Gundhra. “We evolve without compromising identity.”
Customer feedback may have influenced innovation, but Gundhra emphasizes that it must always be filtered through a lens of cultural authenticity and brand consistency.
“Most cafés compete on coffee. Chaiiwala competes on culture. The fusion of heritage and modern café design creates emotional resonance and market differentiation. This positioning strengthens both consumer loyalty and franchise appeal.”
While many competitors focus on product alone, Chaiiwala’s USP leans on the experiential, acting as a gathering space and a cultural hub, not just a beverage stop.
The ideal operator
The strong cultural branding and demand for authenticity means Chaiiwala has created a very specific set of criteria for its franchise operators. Which, of course, requires additional business leadership qualities too.
“Our strongest operators are hands-on leaders. They respect systems, uphold brand standards, prioritize hospitality, and think long-term. This is not a passive investment model. It rewards disciplined, engaged operators.”
With the firm’s ambitious expansion plan, Gundhra has outlined a carefully-paced way forward.
“Our path to 100 locations is cluster-driven and strategically paced. We will deepen presence in Western Canada while entering key urban corridors in Ontario and other high-potential regions. We are exploring experience-led 2.0 formats and select high-visibility flagship opportunities.”
Growth is designed to be measured and strategic, leveraging both market data and cultural insights to guide store placement and design.
Future priorities
An increased number of stores aside, looking ahead, Gundhra also highlights operational and community goals which will strengthen the brand and its local connections.
“Our priorities are clear: strengthen unit-level economics, enhance operational consistency, expand digital engagement, and elevate franchise profitability,” he says.
Community building remains central to the plan, with cultural events, student engagement, and local partnerships that reinforce emotional connection.
“Chaiiwala is more than a beverage brand. It is a gathering place with long-term national vision.”
The franchise’s commitment to community, experience, and culture highlights the wider strategy of creating not just stores, but vibrant hubs that contribute to brand loyalty and national recognition.
The Canadian blueprint, according to Gundhra, is about merging culture, operational excellence, and franchisee support to build a scalable, sustainable network.
By focusing on cluster development, franchisee engagement, and customer experience, the brand aims to achieve its ambitious goal of 100 locations without compromising on the cultural authenticity that distinguishes it from its competitors.
The Canadian market, with its diversity and appetite for global flavors, offers fertile ground for a brand that positions itself as more than just another QSR outlet.
Gundhra’s approach demonstrates that franchise success can be about more than just numbers, but also creating an experience that resonates with both customers and franchise operators alike.
