How Osmow’s transformed a failing sub shop into an empire through bold flavors and relentless customer education 

A family business founded by Sam Osmow, Osmow’s has revolutionized North America’s quick-service restaurant (QSR) scene with its fresh take on Mediterranean and Middle Eastern dishes, which has proven to be a hit with its ever-expanding customer base. Today, the chain is led by Sam and his children Ben and Bernadette alongside a dedicated team of seasoned QSR professionals. Ambitious franchisees are at the heart of Osmow’s successful expansion across North America, including multi-unit operators and former employees. The company’s head office supports franchisees across their operations, going above and beyond to ensure they are in the best position to ensure their continued success. This people-centric philosophy keeps Osmow’s true to its roots even as it accelerates expansion, proving that great food and strong relationships fuel lasting growth. Ben Osmow, CEO, reflects on the creation of Osmow’s and its early days.  

“My father started Osmow’s when he bought a struggling submarine (sub) sandwich shop in Streetsville, Canada, determined to turn it around and make it profitable. Unfortunately, or perhaps fortunately, right after that, major franchises moved into our small town, with a couple of popular chains opening just a few minutes away from us. As a result, sales dropped significantly at the sub shop, to the point where we started losing money every single day. Then one day, everything changed. A regular customer noticed my dad cooking a traditional Middle Eastern meal and was genuinely curious and interested in the cuisine. This interaction sparked the idea in my dad that maybe our community would appreciate tasting authentic flavors from back home. Subsequently, we closed the shop, and our whole family pitched in to renovate it overnight, effectively converting the sub shop into the first Osmow’s.   

“Our early days were far from easy. It took around two-to-three years just to educate people about shawarma, our core offering, leading us to give away many free samples. The real breakthrough came on the first day of a local parade, during which we distributed countless samples knowing the crowds would spread through town once the parade ended. That day brought an overwhelming influx of customers, and from that point on, business never slowed down again. Osmow’s had become the spot that everybody wanted to introduce to their friends and family. Soon after, my sister and I joined the business full-time, as my father focused on the food and wanted us to take charge of operations and learn everything about franchising. Hence, we networked relentlessly, picking industry experts’ brains and building valuable relationships. This groundwork allowed us to begin franchising, and for the past eight years, we have been growing at an aggressive pace, opening at least 25 locations annually. Next month, we will surpass 200 restaurants, as we have two more opening in the coming weeks,” he informs.  

Founding flavors 

Education became the secret ingredient in Osmow’s recipe for success. As the brand grew, it consistently placed an emphasis on introducing North American palates to authentic Middle Eastern and Mediterranean flavors through persistent customer education. “I think we were the first QSR chain brave enough to take the risk of testing whether North Americans would be open to embracing our cuisine. To some, even the word ‘shawarma’ felt foreign at first, and I lost count of how many times I explained what hummus or falafel was while growing up. But we were lucky that traditional Arab foods like falafel and hummus started appearing everywhere from salad bars to supermarkets, paving the way for broader Middle Eastern flavors like shawarma in Canada. The process of educating customers was intense and included putting descriptions right on our menu, detailing ingredients and preparation methods. Alongside extensive sample giveaways, this strategy empowered us to raise awareness on our cuisine and products. To this day, whenever we introduce something unfamiliar to average North American palates, we give customers free samples for them to taste how delicious our cuisine is,” Ben reveals.  

As Osmow’s client base expanded over time, so did its menu. Ben goes on to tell us about the company’s signature dishes. “Menu wise, we introduced a few wildly popular dishes that went on to become some of our best sellers. One of them is our iconic Chicken on the Rocks, a playful name that reflects our modern twist on tradition. This dish features tender chicken shawarma, piled over a bed of rice, fully customizable with sauces and toppings like tomatoes, pickles, and feta. We think of our Chicken on the Rocks like McDonald’s Big Mac; it is our signature dish, and it has been a bestseller for years. Similarly, this dish is offered with other protein options besides chicken, including beef shawarma, lamb shawarma, and even falafel. Long before grain bowls gained in popularity across the globe, we perfected this build-your-own model that empowers guests to make our dishes their own,” he highlights.  

Strategic sensation 

After winning over Canadian taste buds, Osmow’s set its sights south, bringing its exquisite Middle Eastern flavors to the American market. “In the US, we are taking a franchise-driven approach, testing the market with locations in three states to gauge customer response. While we have spent years introducing Canadians to our cuisine, we wanted to understand what it would take to do the same in the US. For years, we said that we were not ready to enter the American market as we wanted to ensure it would be a successful endeavor first. Now, with the support of our patient, key franchisees, we are finally making our move. In Michigan, a significant growth target for us, we have two locations and are signing a few more. Additionally, we have a strong franchise operator in Virginia with additional restaurant openings planned. We are also already operating in Florida while looking for a long-term franchise partner with which we can grow. When selecting franchisees, we prioritize people who want to join us because they love our food. By being more passionate about our cuisine, these franchisees can introduce it better than larger franchise groups. It is also worth noting that we have created many successful family businesses within our own franchise network, with all of our franchisees starting with one store and growing their operations – some now oversee as many as 20 locations,” Ben ends.  

From its humble beginnings as a Streetsville sub shop to becoming North America’s shawarma sensation, Osmow’s has redefined the QSR industry through authenticity, perseverance, and bold flavors. By combining family values with strategic growth and transforming cultural education into a competitive advantage, the brand has built more than a restaurant chain; it has created a legacy.   

www.osmows.com