Belmar-based Playa Bowls, the leading U.S. superfruit bowl shop with nearly 350 domestic locations, is officially launching its international expansion after signing a master franchise agreement with Eat Up Canada Inc.
The deal will bring the fan-favorite Açaí concept to Canada with plans to open more than 160 shops nationwide, marking a major milestone for the high-growth brand.
Strategic partnership to scale in North America
The partnership with Eat Up Canada Inc. positions the brand for rapid growth across the northern part of North America. Eat Up Canada, founded by George Heos and Alex Gerzon, specializes in scaling successful U.S. restaurant concepts, having previously built a 50-unit Firehouse Subs portfolio and successfully scaled Pokeworks across Canada.
“Playa Bowls is in a fast-growing category with tremendous momentum, and this agreement marks a major step in our strategy to introduce our great-tasting menu full of health conscious options to new markets,” John Cappasola, CEO of Playa Bowls, said. He praised Heos and Gerzon for their operational excellence and deep expertise in franchise development and local insights.
Heos and Gerzon, who have decades of restaurant industry experience with brands including KFC, Pizza Hut, and Boston Pizza, believe the concept is perfectly suited for the Canadian market.
“Playa Bowls is exactly the kind of high-growth, high-potential brand we look for,” George Heos, co-founder of Eat Up Canada said. “Bringing a leading superfruit bowl brand into our portfolio allows us to tap into the demand for better-for-you dining at a time when consumers are more health-conscious than ever.”
Gerzon added that they were impressed by “the quality of their product, the strength of their design, and the simplicity and scalability of their operational model.”
The international expansion comes on the heels of surging domestic growth for Playa Bowls. The company celebrated its 300th location earlier this year and is on track to open 90-plus new shops across the U.S. before the end of 2025. The move into Canada is the next step in bringing the brand’s signature “tropical escape” to more guests around the world.
