Serruya acquires franchise brands Egg Club and Honestly Good

Serruya Private Equity has acquired Egg Club and Honestly Good Chicken Fingers, two franchise brands from the Toronto area. Completed in October and reported by Franchise Times on 6 November 2026, the acquisitions combine the growth of small Canadian chains with international ambitions, with both brands targeting the United States.

Two acquisitions broaden Serruya’s portfolio

The Canadian investment firm is adding two restaurant concepts to a portfolio that already includes stakes in several franchise networks. Its other franchise investments include Pinkberry, Yogen Fruz and Everbowl.

The deals also follow the acquisition of Bonchon over the summer alongside another investor. In that transaction, Minor Food and Serruya Private Equity agreed to buy the Korean fried chicken brand from VIG Partners and its founder, Jinduk Seo.

The addition of Egg Club and Honestly Good Chicken Fingers marks another step in Serruya’s investment in franchised restaurants. This time, the two acquired brands have relatively small networks based in Canada, while already offering franchises in the United States.

It is important to distinguish between the two parts of the announcement: the change of ownership is complete, while plans for new restaurants and geographical expansion are still to be realised. The acquisitions do not, in themselves, constitute announcements of new openings.

Egg Club: ten locations and eight more in the pipeline

Founded in Toronto in 2020, Egg Club has ten locations across two Canadian provinces. A further eight are in the pipeline, according to information reported by Franchise Times.

These figures reflect two different stages of the network’s growth. The ten restaurants make up its current footprint; the other eight are planned locations. They should therefore not be added together to present Egg Club as a chain of eighteen operating restaurants.

The brand is also marketing franchises in the United States. Its development efforts therefore extend beyond its home market in Canada, although the locations listed in the announcement are all Canadian.

For Canada’s franchise sector, the acquisition highlights the progress of a brand launched in 2020 that is now joining the portfolio of an investor with interests in several networks. The next tangible milestone will be the opening of the locations in the pipeline, separate from efforts to recruit franchisees in the US market.

Honestly Good plans new locations in Ontario

Honestly Good Chicken Fingers has four restaurants in the Toronto area. Three additional locations in Ontario are planned for early 2027. Like Egg Club, the brand also offers franchises in the United States.

Serruya is considering expansion into other North American markets for Honestly Good, as well as Asia and the Middle East. Its geographical ambitions therefore extend beyond the forthcoming Ontario locations announced.

These prospects should, however, be kept in perspective. The four Toronto-area restaurants are existing locations; the three Ontario projects have a planned opening timeframe. Asia and the Middle East, meanwhile, are markets Serruya hopes to enter.

This distinction makes it possible to track development without confusing an existing presence with international ambition. Honestly Good’s next announced openings remain in Ontario, while its new owner outlines a potentially much broader growth path.

What prospective franchisees should take from the deals

The two acquisitions bring together one investor and two Canadian brands, but their positions remain different. Egg Club has ten locations in two provinces and eight more in the pipeline. Honestly Good has four restaurants in the Toronto area and plans three additional Ontario locations in early 2027.

For prospective franchisees, these figures provide a starting point rather than a complete picture of the investment opportunities available. Before committing, it is worth asking which territories are actually on offer, what support will be provided and what timetable applies to the proposed project.

Key takeaway: tracking acquisitions, franchise opportunities and actual openings separately allows prospective investors to assess these two networks on their tangible development, without treating international ambitions as restaurants already open.