Hero Certified Burgers

What Hero Certified Burgers does

Hero Certified Burgers is a Canadian quick-service restaurant franchise founded in 2003 by John F. Lettieri and headquartered at 78 Signet Dr, Suite 201 in Toronto, Ontario. The company operates approximately 50 locations, concentrated in the Greater Toronto Area with additional presence in Quebec (Montreal) and a single U.S. store in Buffalo, NY. Its core product is a build-your-own premium burger platform anchored on 100% Seasoned Angus Beef (SQF-certified, halal-compliant) with Canadian cheddar and locally sourced produce, supplemented by chicken sandwiches, the REAL DOGZ hotdog line, plant-based options, sides, shakes, smoothies, and coffee (Lettieri-branded). The business operates four revenue streams: direct restaurant food and beverage sales, franchise/licensee fees and royalties (8% of gross sales on the Virtual Kitchen model), B2B catering and school lunch programs, and ancillary digital products (gift cards, Hero@Home retail patties).

The digital stack supporting these operations comprises an iOS/Android mobile app with the HERO Rewards loyalty program (HERO Bites), Mealsy-powered online ordering, self-serve in-store kiosks (rolled out January 2025 alongside a full interior renovation), a digital gift card system, and QR-code in-store loyalty redemption. Distribution is multi-channel: physical franchise and company-owned stores, a Hero on Wheels food truck (operating in Toronto since 2012), the Hero Virtual Kitchens licensing program distributing the menu through Uber Eats, SkipTheDishes, and DoorDash, on-site BBQ catering, a GTA school lunch program, and Hero@Home retail patties sold via the app. The company is 100% Canadian-owned and operated, founder-led, privately held, and bootstrapped — no funding rounds, institutional investors, parent company, or M&A activity are disclosed. Customer segments span individual consumers (primary), GTA schools, corporate/event caterers, and brick-and-mortar restaurateurs who license the Virtual Kitchen model.

Name

Hero Certified Burgers

Legal name

Hero Certified Burgers

Website

https://heroburgers.com

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

251–500 employees

Short description

Hero Certified Burgers is a Canadian quick-service franchise, founded in 2003 and headquartered in Toronto, operating ~50 locations focused on premium halal 100% Angus beef burgers, chicken, and hotdogs. It serves individual consumers, schools, caterers, and licensed Virtual Kitchen operators across Canada.

Ownership category

akta.pro rank

Product category

Quick Service Restaurants

NAICS

Limited-Service Restaurants (722513)

SIC

Retail-Eating Places (5812)

akta.pro primary industry

Burger Fast Casual (THAFABAA)

Keywords

• Quick service restaurant
• Burger franchise
• Fast casual dining
• Catering services
• School lunch program

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Restaurant Food and Beverage Sales: The primary revenue stream is from direct food and beverage sales at company-owned and franchise restaurant locations. Customers order from a menu of Angus beef burgers, chicken sandwiches, hot dogs, sides, shakes, smoothies, and desserts at per-item prices ranging from approximately $7.65 to $14.40.
2. Franchise Fees and Royalties: Hero Certified Burgers generates recurring royalty income from franchisees. The Virtual Kitchen model charges a monthly licensee fee ($100 +HST), an operating fee (~$2,000), and 8% of gross sales as a monthly royalty. Franchisees operate under the Hero brand using company-approved menus and processes.
3. Catering Services: Hero Certified Burgers offers catering services for events with a free delivery minimum of 25 burgers. This generates incremental revenue from corporate and private event clients and serves as a customer acquisition channel.
4. School Lunch Program: A B2B revenue stream supplying hot lunches to schools across the GTA, with individually wrapped and labelled meals delivered on scheduled (weekly, biweekly, or monthly) basis. Menu items range from $2.25 to $9.00 per student.
5. HERO Rewards Subscription/Loyalty: While not a direct revenue subscription, the loyalty program drives repeat purchase and higher basket values. The program incentivizes mobile ordering through bonus Bites on signup and a $5 discount on the first order.
6. Digital Gift Cards: Digital gift cards sold online and through the HERO app, issued in Canadian dollars with balances that do not expire and no fees for activation or inactivity. Gift cards can be reloaded on the app, online, or at participating locations.

Pricing tiers

Go-to-market motion3 records

Distribution channels8 records

Marketing channels9 records

Core offering

Hero Certified Burgers operates a Canadian quick-service restaurant franchise chain of approximately 50 locations, primarily in Ontario, serving premium 100% Seasoned Angus Beef burgers, chicken sandwiches, Real Dogz hotdogs, plant-based options, poutine, fries, shakes, smoothies, and coffee. The company supports its restaurant operations with a mobile ordering app, HERO Bites loyalty rewards program, digital gift cards, a School Lunch Program, catering and on-site BBQ event services, and a Hero Virtual Kitchen licensing model that lets other restaurateurs sell Hero menu items through third-party delivery platforms.

Product overview

Hero Certified Burgers is a Canadian quick-service restaurant franchise chain operating approximately 50 locations across Canada. The core offering consists of premium 100% Seasoned Angus Beef burgers available in signature varieties (Signature Burger, Smashed Burger, Heavy Hitter, Action Hero, Egg Burger, Blue Moon) plus chicken sandwiches, Real Dogz hotdogs, and plant-based options. The Build Your Own Burger platform enables full customization. Supporting the core restaurant business, the company offers the HERO App with loyalty rewards (HERO Bites), digital gift cards, catering services (Real. Good. Burger Box), on-site BBQ events, and a School Lunch Program for GTA schools. The Hero@Home line sells branded patties and buns for home cooking. The Hero Virtual Kitchens franchise model enables third-party restaurant operators to add Hero menu items through delivery platforms. Products integrate with Uber Eats, SkipTheDishes, DoorDash, and Mealsy for online ordering, while the mobile app connects to Apple App Store and Google Play for customer engagement.

Differentiator

Problem solved

Functional benefit

Brands

• Hero Virtual Kitchens: A virtual kitchen franchise model allowing brick-and-mortar restaurant owners to sell Hero Certified Burgers menu offerings through third-party delivery platforms like Uber Eats, SkipTheDishes, and DoorDash. Offers incremental revenue with no additional labor costs.

Products and services

• Signature Burger Hero's original 4oz 100% Seasoned Angus Beef Patty with relish, tomato, onion, Real Canadian Cheddar Cheese, and Hero Certified Sauce on a sesame seed bun (570-730 Cal). Offered at $8.05 to consumers across all Hero Certified Burgers dine-in, takeout, and delivery channels.
• Smashed Burger
• Heavy Hitter Large-format 8oz 100% Seasoned Angus Beef Patty with relish, tomato, onion, Real Canadian Cheddar Cheese, and Hero Certified Sauce on a sesame seed bun (980 Cal). Daily deal priced at $12.80, regular price $14.40.
• Action Hero Loaded 100% Seasoned Angus Beef Patty with tomato, lettuce, guacamole, strip or beef bacon, onion ring, smoked white cheddar cheese, and Hero Certified Sauce on a sesame poppy seed bun (670 Cal). Available for $10.35 (4oz daily deal).
• Egg Burger
• Blue Moon 4oz 100% Seasoned Angus Beef Patty with blue cheese, portobello mushrooms, lettuce, and tomato on a sesame poppyseed bun (490 Cal). Daily deal priced at $9.60.
• Spicy Jalapeño Crispy Chicken Crispy chicken breast with jalapeños, lettuce, pickles, and low-fat mayonnaise on a sesame seed bun (530 Cal). Daily deal priced at $8.95; regular price $10.25.
• Grilled Chicken Sandwich 4oz grilled chicken breast with crisp lettuce, fresh tomato, and low-fat mayonnaise on a toasted sesame seed bun (380 Cal). Priced at $8.50 in the School Lunch Program.
• Real Dogz Premium all-beef hotdog naturally smoked with no fillers, no binders, and no MSG. Served with ketchup, mustard, and relish on a hotdog bun. 100% Halal Compliant, made in Canada (590 Cal).
• Ultimate Fries Premium fries cooked in trans-fat free oil (440 Cal). Sold at Hero restaurants as a standard side.
• Sweet Potato Fries with Ancho Chipotle Sauce Sweet potato fries cooked in trans-fat free oil, served with ancho chipotle dipping sauce (840 Cal).
• Poutine Classic Canadian poutine with Ultimate Fries, real Canadian cheese curds, and non-GMO vegetarian gravy (650 Cal). Priced at $7.65.
• Mushroom Poutine Ultimate Fries topped with portobello mushrooms, real Canadian cheese curds, and non-GMO vegetarian gravy (720 Cal).
• Chicken Fingers Chicken tenders served with a choice of dipping sauce (350-420 Cal). Priced at $9.95.
• Onion Rings Battered onion rings cooked in trans-fat free oil (410 Cal).
• Vanilla Shake Thick blend of vanilla soft serve (590 Cal).
• Chocolate Shake Thick blend of vanilla soft serve and decadent chocolate sauce (770 Cal).
• Strawberry Shake Thick blend of vanilla soft serve and sweet strawberry sauce (750 Cal).
• Banana Smoothie Blend of banana, apple juice and yogurt (500 Cal).
• Blueberry Smoothie Blend of blueberries, banana, apple juice and yogurt (475 Cal).
• Strawberry Smoothie Blend of strawberries, apple juice and yogurt (445 Cal). Priced at $6.99.
• Mixed Berry Smoothie Blend of blueberries, strawberries, banana, apple juice and yogurt (460 Cal).
• Lettieri Hot Coffee Premium hot coffee powered by Lettieri Premium Coffee with optional milk (10-36 Cal).
• Premium Iced Coffee Iced coffee powered by Lettieri Coffee, milk, whipped cream, and caramel drizzle (480 Cal).
• Build Your Own Burger Customizable burger builder letting customers select protein (Angus Beef Patty in 4oz/6oz/8oz, Grilled Chicken Breast, Crispy Chicken Breast, or Plant-based Soul Patty), bun style, toppings, and sauces.
• HERO App with Rewards Mobile application for iOS and Android that enables digital ordering (pick-up and delivery), HERO Bites loyalty rewards (10 Bites per $1 spent; 500 Bites signup bonus; $5 off first order), QR code-based in-store reward redemption, and gift card management.
• HERO Gift Cards Digital gift cards redeemable at participating Hero Certified Burgers locations in Canada. Sold online and through the HERO App, reloadable in-app, online, or at participating restaurants, with balances that do not expire.
• Catering - Real. Good. Burger Box Catering service for corporate functions, private parties, community events, and weddings, featuring customizable menu options and free delivery on orders of 25 burgers or more.
• On-Site BBQ Events On-site BBQ catering bringing professional setup, freshly grilled 100% Canadian Seasoned Angus Beef burgers, service, and cleanup to corporate functions, community celebrations, and private parties.
• School Lunch Program Hot lunch delivery service for schools within the GTA, offering kid-friendly menu items including HERO Burgers, Grilled Chicken Sandwich, Plant-Based Soul Burger, Hero Hot Dogs, and Chicken Strips. Meals are individually wrapped, labelled with student names, and delivered in tamper-proof packaging with allergen guides. Per-item pricing from $2.25 to $9.00.
• Hero@Home Retail at-home burger product line offering Hero Certified Burgers branded seasoned Angus beef patties (4oz and 6oz) and burger buns, ordered through the mobile app for home cooking. Includes downloadable cooking instructions.
• Hero Virtual Kitchens Franchise opportunity allowing brick-and-mortar restaurant owners to add Hero Certified Burgers menu items to third-party delivery platforms (Uber Eats, SkipTheDishes, DoorDash) with no additional labour. Operators pay a $100 +HST monthly licensee fee, an approximately $2,000 operating fee, and an 8% royalty on gross sales; potential licensee earnings up to $15,000 per week.
• Hero Value Bundle Value meal bundle featuring 4 x 4oz Hero Burger, 4 x Ultimate Fries, and 4 x Fountain Drink for $45 (a $20 savings versus individual pricing). Available at participating locations.
• Plant-Based Soul Burger Gluten-free, cholesterol-free plant-based burger made with real chickpeas (daily deal $10.95). Available in a spicy variant as well.
• Hero Certified Burgers Franchise Opportunities Franchise program offering entrepreneurs the opportunity to open and operate Hero Certified Burgers restaurant locations, including a current Hero London franchise available for sale at 541 Oxford St W, London, ON.

Quantifiable outcome

• 15,825 Signature Burger combos sold in a single 72-hour WagJag promotion in 2010, raising $8,000 for SickKids Foundation
• +5 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature4 records

Partnerships

13 partnerships are on record, tiered minor and core.

• Lettieri CoffeeminorOthers · 1 December 2024Lettieri Premium Coffee (named after founder John F. Lettieri) is served at Hero Certified Burgers locations as the Lettieri Hot Coffee option. Lettieri Hot Coffee contains 10-36 Cal per serving. Premium Iced Coffee is also powered by Lettieri Coffee.
• Mackenzie Health FoundationminorGTM or Marketing Partner · 1 January 2018Hero Certified Burgers supported the Mackenzie Health Foundation's 4th annual Ride for Health on June 3, 2018, at Copper Creek Golf Club.
• ACE BakeryminorStrategic or Co-development Partner · 1 January 2015Hero partnered with ACE Bakery to create the Think Pink Burger for Breast Cancer Awareness Month 2015, featuring a pink bun made with beet juice, raspberry goat cheese, and pink slaw. $1 from each pink bun sold was donated to the Canadian Breast Cancer Foundation, raising over $5,000.
• Trillium Health CentreminorGTM or Marketing Partner · 1 January 2015Trillium Health Centre's Pink Truck Tour visited two Hero Certified Burgers locations in Mississauga during the Think Pink Burger campaign, helping raise awareness and donations for the Canadian Breast Cancer Foundation.
• Heroes In Black (Hunger Heroes Initiative)minorStrategic or Co-development Partner · 1 January 2015Hero Certified Burgers partnered with Heroes In Black's Hunger Heroes initiative, providing food, clothing, and blankets to the homeless. The program fed close to 3,000 people and grew from a one-time event to a monthly occurrence.
• Coca-Cola Zero and Maple Leafs Sports & EntertainmentminorGTM or Marketing Partner · 1 January 2014Promotional partnership offering a collectible Toronto Maple Leafs cup featuring players Phil Kessel and Joffrey Lupul. The combo was sold at Hero Certified Burgers locations, reaching approximately 300,000 people.
• City of Toronto (Nathan Phillips Square)minorGTM or Marketing Partner · 1 January 2013Following a competitive tender process, Hero Certified Burgers won a five-year contract to operate a snack bar at Nathan Phillips Square in Toronto. The city council debate lasted nearly three hours, with late former Mayor Rob Ford advocating for the award.
• Bikers Against Despair (B.A.D. Ride)minorGTM or Marketing Partner · 1 January 2011Hero Certified Burgers sponsored the 14th B.A.D. (Bikers Against Despair) Ride, a fundraiser for Toronto Distress Centres. The company offered a free 6oz hamburger and drink to all drivers who completed in-person pre-registration.
• WagJagminorGTM or Marketing Partner · 1 January 2010Online group-buying site partnered with Hero Certified Burgers for a 72-hour limited-time offer. The 2010 promotion sold 15,825 Signature Burger combos at half price, with 50 cents from each donated to SickKids Foundation.
• Uber EatscoreChannel Partner/ Reseller/ DistributorThird-party food delivery platform integrated with the Hero Virtual Kitchen program, allowing licensees to sell Hero Certified Burgers menu items for delivery.
• SkipTheDishescoreChannel Partner/ Reseller/ DistributorThird-party food delivery platform integrated with the Hero Virtual Kitchen program for order fulfillment and delivery to consumers.
• DoorDashcoreChannel Partner/ Reseller/ DistributorThird-party food delivery platform integrated with the Hero Virtual Kitchen program, enabling delivery of Hero menu items to customers.
• GTA SchoolscoreGTM or Marketing PartnerHero Certified Burgers serves hot lunches to schools across the Greater Toronto Area through its School Lunch Program. Meals are individually wrapped, labelled with student names, and delivered with allergen guidance for students with dietary restrictions.

Scale indicators8 records

Recent moves13 records

Expansion highlights6 records

Direct peers

• A&W Canada: A&W Canada is a major Canadian QSR chain (separate from U.S. A&W) with hundreds of locations, a strong focus on beef burgers, and a long-standing Canadian-owned brand identity. It directly competes with Hero in the same geographies and customer segment, though at a lower price point and broader menu.
• Five Guys: Five Guys is a leading U.S.-headquartered burger fast-casual chain operating globally, including multiple Canadian locations. It is the closest direct peer to Hero Certified Burgers: premium customizable burgers, counter-service model, and a focus on fresh-not-frozen beef. Comparable on product, customer base, and service style.
• Wahlburgers: Wahlburgers is a premium burger casual-dining chain co-founded by the Wahlberg family, with a menu of freshly made burgers and a casual full-service format. It overlaps with Hero in the premium-ingredient burger space and is a relevant peer for brand-building strategy and unit economics at a slightly higher price point.
• Shake Shack: Shake Shack is a premium burger fast-casual chain that emphasizes high-quality ingredients (Angus beef, non-GMO, hormone-free) in a modernized counter-service setting. It is highly comparable to Hero on positioning, menu structure, and price points, and serves as a useful benchmark for how a premium-positioned burger chain scales.
• The Habit Burger Grill: The Habit is a U.S.-based burger fast-casual chain emphasizing charburgers, fresh ingredients, and customizable toppings at mid-tier price points. It is closely comparable to Hero in product format, customer demographic, and operating model, and is a useful international growth-path benchmark.
• Harvey's: Harvey's is a Canadian burger-focused QSR chain known for its charbroiled and customizable burgers. It is one of the most direct domestic competitors to Hero, operating in similar Ontario-anchored geographies with comparable counter-service, build-your-own-burger customer experience.

Broad incumbents

• McDonald's Canada: McDonald's is the largest QSR operator in Canada and globally, offering a broad menu that includes beef burgers. It is a broad incumbent in the same category and geographies as Hero, but competes on price and convenience rather than premium ingredients, with substantially greater scale and marketing spend.
• Burger King (Canada): Burger King is a global QSR giant and a major competitor in the Canadian burger category, offering flame-grilled beef burgers at lower price points. It does not specialize in Hero's premium-ingredient niche but is the dominant share-of-throat competitor for burger occasions in the same Ontario geographies.
• Wendy's Canada: Wendy's is a major North American QSR chain with a strong Canadian presence, competing on fresh-never-frozen beef at lower price points than Hero. It is a broad incumbent competitor in the same consumer segment and geographies but does not match Hero's premium-ingredient or halal positioning.

Regional players

• Smoke's Poutinerie: Smoke's Poutinerie is a Canadian-born QSR franchise specializing in poutine. While not a direct burger competitor, it is a relevant regional peer: similar scale of Canadian franchise footprint, founder-led brand identity, and a category-leader positioning in a complementary fast-casual food niche. Useful as a Canadian franchising benchmark.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@herocertifiedburgers3280
• Facebookfacebook.com/HeroBurgers
• Instagraminstagram.com/heroburgersca
• TikToktiktok.com/@heroburgersca
• Xx.com/heroburgers

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Hero Certified Burgers