But it very much is with the leadership of the Smoke’s Poutinerie franchise which is already spreading coast to coast in Canada and to the US and is looking elsewhere in its bid for global domination. Its President & COO told us more…
Founded in 2009 by Ryan Smolkin, Smoke’s Poutinerie started with a mission to transform poutine – the traditional Canadian dish of fries, cheese curds, and gravy – into something much bigger. Today, it has ambitions to become a global brand that combines food and entertainment, offering an experience that extends far beyond its menu.
With already more than 70 locations across Canada and growing, Smoke’s Poutinerie has carved out a unique space in the competitive world of quick-service restaurants (QSR). The brand is synonymous with its bold 1980s Canadiana theme, featuring plaid lumberjack décor and glam rock music.
But the real star is its expansive menu, with more than 40 varieties of poutine. It’s the combination of creativity, culture, and business savvy that has positioned Smoke’s as a disruptor in the fast-food landscape and a compelling opportunity for franchisees.
“We are more than Fries, Curd + Gravy. We’re a brand, we’re an experience, we’re an entertainment company!” says full-volume owner Ryan Smolkin, who proudly refers to himself as the “Chief Entertainment Officer” of the franchise.
Building a food and entertainment empire
Poutine may have originated in Quebec in the 1950s, but it was Smoke’s Poutinerie that took the dish nationwide in Canada and then international.
“Poutinerie was a new food category when we started in 2009,” explains Mark Cunningham, President and Chief Operating Officer of Smoke’s Poutinerie. “Smoke’s Poutinerie was the first brand to take poutine across Canada, into the US, and into international markets.”
What sets Smoke’s Poutinerie apart isn’t just the dish – it’s what the company does with it. “It’s all about everything we load on top of our poutine,” Cunningham says. The brand’s menu is packed with innovative and seasonal offerings like the “Holiday Poutine,” featuring turkey, cranberry, stuffing, and green peas. “It’s Christmas dinner on top of our fries, cheese curds, and gravy,” he adds.
While fast food giants like McDonald’s and KFC have started adding poutine to their menus, Smoke’s Poutinerie remains the pioneering specialist in the category, offering variety, creativity, and an entertainment experience alongside.
Global Domination plans
Smoke’s Poutinerie doesn’t shy away from stating its ambition – it wants to take over the world.
“Every city in every country in the world – Global Domination is our mission,” Cunningham says. With plans to launch further into the US market in 2025 and growing interest in the UK, Europe, and the Middle East, the brand is setting its sights on becoming a household name worldwide.
It should also be said that with the hire of Mark Cunningham 10 years ago as President & COO , it has the right guy for the job, with a resume that boasts stints at McDonalds, Second Cup Coffee Company, Extreme Brandz (Extreme Pita and Mucho Burrito) and the MTY Food Group .
The company’s growth strategy includes both traditional restaurant locations and non-traditional venues like university campuses, arenas, airports, zoos, amusement parks, and ghost kitchens. Such flexibility has helped the brand reach a diverse audience and grow steadily, with 10–15 new units opening each year.
“Our fans can find us everywhere,” Cunningham says, emphasizing the brand’s focus on accessibility and engagement.
The business model
For potential franchisees, Smoke’s Poutinerie offers a robust business model designed for success. Restaurants are typically 1,200–1,500 square feet and cater to three day-parts: lunch, dinner, and late-night. In fact, many locations stay open until 4am on weekends to serve the brand’s core fan base – young adults aged 18–25.
The cost to open a Smoke’s Poutinerie franchise varies from around $350,000 to $450,000, depending on size and location. It includes inventory, equipment, signage, and construction. The franchise fee is $30,000, with discounts available for multi-unit agreements. Ongoing royalties are set at 6%, and franchisees contribute 3% of revenue to a collective advertising fund, which supports national campaigns.
“Franchise interest is very strong,” Cunningham says. “Our model works because of great food and labor costs, and the size of the restaurant makes it manageable.”
The brand’s adaptability also plays a key role in its appeal. In addition to traditional locations, Smoke’s offers mobile units like food trucks & trailers, though these are only available to existing franchisees with brick-and-mortar locations. Mobile units require a permanent location to prep and service them.
Support for franchisees
The company doesn’t just award a franchise – it provides the tools and support needed to succeed. Training begins with one week at the company’s Global Headquarters in Ajax, Ontario, followed by a week of hands-on training at an operational restaurant. When a new location opens, the Smoke’s team spends at least one week on-site to assist with the launch.
“We cover everything from inventory to recipes,” Cunningham says. “And our District Managers are always available to coach franchisees and help identify opportunities to grow their business.”
Franchisees also benefit from a mentorship program, where more experienced owners volunteer their time to guide newcomers. ,
Marketing and Brand Engagement
One of Smoke’s Poutinerie’s standout features is its commitment to branding and customer engagement. The company refers to its customers as “fans” and builds its marketing around this concept.
From franchise trade shows to Google Ads campaigns infused with the brand’s DNA, Smoke’s prioritizes reaching the right audience.
“Understanding our branding, marketing, attitude, and Smoke himself is a prerequisite!” the firm says, underscoring the importance of aligning with the company’s culture.
Events play a significant role in the brand’s marketing strategy. The annual World Poutine Eating Championship and the cross-country Rock N’ Roll Plaid RV tour are just two examples of how the company creates buzz and engages with fans. “We do our cross-country tour every year in our rock n’ roll plaid RV, bringing poutine to the people,” Cunningham explains.
Who should franchise with Smoke’s?
Smoke’s Poutinerie says it isn’t just looking for franchisees with business acumen – it’s seeking individuals who embody the brand’s energy and ethos.
“Our franchise opportunities are open to all, regardless of their prior field or training,” says the company. “We so, however, place a lot of effort on finding franchisees who are fun, energetic, and have the drive and ambition to fit our brand.”
This focus on personality and cultural fit ensures that franchisees can deliver the full Smoke’s Poutinerie experience, which is as much about entertainment as it is about food.
The Road Ahead
With its innovative approach to a classic dish, bold branding, and strong business model, Smoke’s Poutinerie is well-positioned for continued growth. Its blend of food and entertainment has resonated with fans and franchisees alike, creating a model that is as fun as it is profitable.
As Cunningham puts it, “We are more than fries, curds, and gravy. We are an entertainment company that sells poutine.”
For anyone looking to invest in a franchise that offers creativity, community, and a proven path to success, Smoke’s Poutinerie certainly offers a point of difference.
With global ambitions, a supportive franchise network, and experienced and committed leadership, the brand is ready to take its mission of global domination – one poutine at a time – to a city near you.
