Le Subtil develops its franchise model to support growth in Quebec

Le Subtil is preparing for its next phase of growth in Quebec, combining company-owned outlets with franchise opportunities. According to an article published in Le Nouvelliste on 19 October 2026, Laurie and Mélanie Boivin aim to increase the group’s revenue from C$8.5 million to C$20 million within two years. Three new locations are being considered for 2027, but no leases have yet been signed.

Three projects to strengthen its regional presence

The health-focused fast-food chain is exploring two locations in Quebec City: one on Boulevard Laurier and another at Université Laval. A third location is being considered in Sainte-Marie-de-Beauce. Mélanie Boivin, co-owner and director of marketing development and communications at Groupe Le Subtil, says discussions are well advanced, while stressing that no leases have yet been signed for these projects.

This is therefore a proposed development timetable, rather than three confirmed openings. That distinction matters to prospective franchisees and local partners following the brand’s progress.

The group plans to focus initially on the Capitale-Nationale and Chaudière-Appalaches regions until 2028. After that, the co-owners hope to expand elsewhere in Quebec, particularly in the Montreal area and densely populated urban centres. This wider expansion remains a longer-term prospect, with no specific locations or dates announced in the Le Nouvelliste article.

Two ownership models for future partners

Le Subtil does not intend to base all its growth on a single operating model. The group remains open to both company-owned outlets and franchises. The choice will depend on candidates’ profiles, financial resources and commitment to upholding the company’s values.

Finding partners is therefore central to the co-owners’ approach. They want to identify ambassadors who share their mission, then guide them towards the structure that best suits them. Mélanie Boivin emphasises that a franchise requires substantial investment.

The ownership split is what distinguishes the two options. Laurie Boivin explains that the group will retain a majority stake under the company-owned model, whereas a franchise will belong to the entrepreneur. For prospective franchisees considering joining the brand, this is an essential point to clarify during initial discussions.

The announced development plans therefore do not mean that every new location will be a franchise. Both models remain possible, depending on the partners selected and the structure agreed with them.

Frédéric Matte helps shape the franchise network

To prepare their franchise network, the Boivin twins have teamed up with Frédéric Matte, co-founder of Yuzu Sushi. He is serving as strategic partner and director of business development, bringing experience in franchising, network growth and organisational development.

Laurie Boivin describes him as a mentor on the franchising side. She also notes that the franchise venture is a separate entity from the group’s other activities. His arrival is therefore part of the work to develop the model, rather than simply a search for new sites.

According to Mélanie Boivin, this work has been under way for a year. It involves structuring the model, standardising operations and establishing training systems to support future partners. These preparations come ahead of the planned increase in outlets and place operational readiness at the heart of the network’s development.

Beauport as a stepping stone to expansion

Opening a restaurant in Beauport in 2025 allowed the two owners to test their concept before considering further outlets. That experience came before the projects planned for 2027 and the preparation of the franchise model.

The aim of reaching C$20 million in revenue within two years reflects the group’s ambition, but remains a target. Likewise, the proposed locations still require signed leases. The project thus combines a financial ambition, a geographical focus and work to organise the network.

Key takeaway: interested entrepreneurs should distinguish proposed openings from confirmed commitments and clarify the ownership structure, required investment and planned support with Le Subtil before committing.