Villa Madina

What Villa Madina does

Villa Madina is a Canadian Mediterranean quick-service restaurant chain founded in 2004 and operating as a brand division of MTY Franchising Inc. (TSX: MTY). The company runs 30+ franchise and corporate locations across Canada concentrated in high-foot-traffic retail venues including shopping malls, power centres, and street-level sites in provinces such as Alberta, Nova Scotia, and Ontario. Its core product is slow-roasted halal-certified beef and chicken shawarma, accompanied by proprietary items including the RokBox (shawarma over rice with RokSauce) and Shawarma Poutine, plus traditional wraps, Mediterranean plates, sides, and a new Crispy Shawarma Wrap line. The underlying food technology centers on high-grade vertical rotisserie cooking and proprietary secret spice blends that anchor the brand's 'Perfect Shawarma' positioning, with all meats 100% halal certified by the Halal Advisory Group.

The business model is primarily a franchise and royalty/licensing operation, with MTY Franchising Inc. capturing franchise fees, ongoing royalties, and collective purchasing economics from franchisees. Direct revenue streams include in-store food and beverage sales (dine-in, takeout, catering), digital gift card sales in fixed $5-$250 denominations, and third-party delivery commissions through Uber Eats. Distribution is multi-channel: physical restaurant locations, online ordering via the UEAT-powered portal and mobile app (iOS/Android), third-party delivery, catering for groups of six or more, and gift card e-commerce. Customer segments are predominantly individual consumers (lunch, casual dining, takeout), supplemented by corporate and event catering clients and franchisee entrepreneurs.

The customer-acquisition and retention architecture is a delegated digital stack: a points-based loyalty program (Team Shawarma Rewards, launched 2021) drives repeat purchase through point earning and redemption, a mobile app consolidates ordering and loyalty management, and seasonal event-driven marketing (National Shawarma Day, Raktober scratch cards, BOGO weeks) drives traffic spikes. Brand building is concentrated on organic social (Facebook, Instagram), SEO, and community promotions; there is no disclosed AI/ML competency, no proprietary AI tooling, and no evidence of senior AI hires. All technology assets are vendor-provided (UEAT for ordering, order-online.ai web platform, Uber Eats for delivery) rather than internally developed.

Name

Villa Madina

Legal name

Villa Madina

Website

https://villamadina.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

Villa Madina is a Canadian Mediterranean quick-service restaurant chain founded in 2004 and operating 30+ halal-certified locations across Canada. It serves individual consumers, corporate and event catering clients, and franchisees, operating as a brand division of MTY Franchising Inc.

Ownership category

akta.pro rank

Product category

Quick Service Restaurant (Mediterranean)

NAICS

Limited-Service Restaurants (722513), Caterers (72232)

akta.pro primary industry

Middle Eastern & Mediterranean QSR (Kebab, Shawarma, Falafel) (THAFAAAG)

akta.pro secondary industry

Mediterranean & Middle Eastern Fast Casual (THAFABAD)

Keywords

• Halal shawarma restaurant
• Mediterranean fast casual
• Quick service restaurant
• Franchise restaurant brand
• Mediterranean cuisine chain

Headquarters

HQ city

Richmond Hill

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Revenue model

1. Franchise Fees and Royalty Revenue: Villa Madina is a franchised restaurant brand owned by MTY Franchising Inc. Revenue is generated through franchise fees, ongoing royalties, and collective purchasing programs from franchisees operating 30+ locations across Canada.
2. Direct Food and Beverage Sales: Revenue from sales of shawarma, falafel, plates, sandwiches, sides, and desserts at corporate and franchise locations. Sales occur through dine-in, takeout, catering, and third-party delivery aggregators including Uber Eats.
3. Team Shawarma Loyalty Program Revenue: Loyalty program drives repeat customer purchases through points-based rewards (1 point per cent spent), welcome bonuses (5,000 points), birthday bonuses (10,000 points), and exclusive promotions, incentivising higher spend frequency and order value.
4. Gift Card Sales: Digital gift cards sold in denominations from $5 to $250, generating float revenue and driving prepaid customer acquisition.
5. Catering Services: Catering menu designed for groups of six or more, with five catering options featuring fresh, halal-certified Mediterranean selections, generating event and corporate catering revenue.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Villa Madina operates a Canadian Mediterranean quick-service restaurant franchise specializing in halal-certified beef and chicken shawarma slow-roasted on vertical rotisseries with proprietary spice blends. The brand runs 30+ dine-in, takeout, and delivery locations across Canada and offers a complementary menu of wraps, plates, sides, fusion items like RokBox and Shawarma Poutine, catering services, a points-based loyalty program (Team Shawarma Rewards), and digital gift cards.

Product overview

Villa Madina is a Canadian Mediterranean fast-casual restaurant chain since 2004, operating over 30 locations across Canada. The company offers a unified product portfolio centered on its signature slow-roasted shawarma (beef and chicken), complemented by modern innovations like the RokBox and Shawarma Poutine. The core food offerings include wraps/sandwiches, Mediterranean plates, and sides, all certified Halal. Supporting the core products are digital services including an online ordering platform, a Team Shawarma Rewards loyalty program, gift cards, and a mobile app. The company also provides catering services for groups of six or more.

Differentiator

Problem solved

Functional benefit

Products and services

• Shawarma Signature slow-roasted beef and chicken shawarma, seasoned with secret Villa Madina spice blends and roasted to perfection on vertical rotisseries. The foundational product that defines the brand's 'Home of the Perfect Shawarma' positioning and is offered to individual consumers across all Canadian locations.
• RokBox Slow-roasted shawarma served on a bed of rice with pickled turnips and peppers, topped with the signature RokSauce garlic sauce. Available in chicken, beef, mixed, and falafel varieties and positioned as Villa Madina's signature modern remix of the classic shawarma for individual diners.
• Shawarma Poutine Slow-roasted shawarma served over fries with cheese curds and gravy, topped with the signature RokSauce garlic sauce. A signature Canadian-Middle Eastern fusion dish available to individual diners at all Villa Madina locations.
• Shawarma Wraps (Regular and Super Size) Traditional shawarma wraps available in regular and super sizes, with chicken, beef, chicken and beef, shish taouk, kefta, and falafel options. Sold to individual consumers as a portable quick-service menu item.
• Mediterranean Plates Entrée plates featuring shawarma, shish taouk, kefta, and falafel served with rice, garlic potatoes, salad, pickled turnips, peppers, hummus, and garlic paste. Offered to individual consumers seeking a full Mediterranean meal.
• Sides Side accompaniments including saffron or lentil rice, garlic potatoes, side salads (tabbouleh, Greek, cabbage, chickpea), falafel, pita bread, pickles, turnips, hummus, garlic paste, and baklava. Sold as add-ons to individual consumer orders across all locations.
• Crispy Shawarma Wraps New menu innovation featuring shawarma wrapped in a crispy pita with pickles, fries, and signature sauces, with flavour variations such as beef shawarma with dill pickle hummus or chicken shawarma with dill pickle garlic sauce. Targeted at individual consumers seeking a portable snack-style shawarma experience.
• Team Shawarma Rewards Loyalty Program Points-based customer loyalty program where members earn 1 point per cent spent, redeemable for discounts (1,000 points = $1 off), with welcome bonuses (5,000 points), birthday rewards (10,000 points), and exclusive promotions. Free to join for individual consumers across all Canadian locations.
• Digital Gift Cards Digital gift cards available in denominations from $5 to $250, delivered via email within 48 hours. Sold to individual consumers and gift-givers via the brand's own e-commerce storefront and redeemable at any Villa Madina location.
• Catering Services Catering menu designed for groups of six or more, with five catering options featuring fresh, halal-certified Mediterranean food for corporate events, personal celebrations, and holiday gatherings. Requires 24 hours advance notice and is fulfilled through nearby Villa Madina locations.
• Villa Madina Franchise Opportunity Turnkey restaurant franchise offering providing entrepreneurs with operational support, training, collective purchasing power, marketing support, and site selection assistance to operate a Mediterranean quick-service restaurant under the Villa Madina brand. Target franchisees are business-acumen individuals with financial viability.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Halal Advisory GroupcoreOthersHalal Advisory Group is Canada's largest halal certification body and the primary certifying agency for Villa Madina. All Villa Madina locations are halal certified through this organisation. The company sources meats exclusively from halal-certified suppliers and undergoes regular audits to ensure compliance and transparency.
• Uber EatsminorChannel Partner/ Reseller/ DistributorVilla Madina locations are available on the Uber Eats platform across Canada, enabling third-party food delivery to customers. The partnership is referenced on the BOGO Week promotional page where specific locations link to Uber Eats for ordering.
• UEAT (Mobile Ordering Platform)coreTechnology or IntegrationUEAT powers the Villa Madina online ordering system (villamadina.order-online.ai) and the Villa Madina mobile app available on iOS and Android. The platform enables direct online ordering, loyalty program management, and integration with the Team Shawarma Rewards program.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Tabla Fresh Mediterranean: Mediterranean fast-casual concept offering shawarma-style proteins, bowls, and wraps in Canadian locations. Direct overlap with Villa Madina's menu architecture and customer occasion.
• Ali Baba's Mediterranean Kitchen: Canadian Middle Eastern QSR serving shawarma, kebabs, and Mediterranean plates. Directly comparable to Villa Madina in product, price point, and customer demographic.
• Osmow's Shawarma: Canadian QSR chain specializing in shawarma and Mediterranean bowls, with rapid multi-province expansion. Directly competes with Villa Madina for the same halal-seeking, mall and street-level customer with overlapping menu (wraps, plates, poutine-style items).
• Basha Foods: Greater Toronto Area-based shawarma and Middle Eastern QSR brand. Competes with Villa Madina for the same Mediterranean/QSR customer, particularly in Ontario locations.
• Tahini's Restaurants: Canadian Middle Eastern/QSR chain serving shawarma and Mediterranean street food with strong value-positioning. Direct competitor to Villa Madina in malls and urban locations with similar price-sensitive lunch occasion.
• Paramount Fine Foods: Toronto-based Middle Eastern/Lebanese QSR and casual dining chain offering shawarma, plates, and catering across Ontario and beyond. Closely comparable to Villa Madina in category, customer base, and mall/urban retail footprint.
• Pita Pit: Canadian-origin Mediterranean wrap and pita franchise with national and international presence. Comparable to Villa Madina on quick-service Mediterranean positioning, franchise model, and target customer (lunch/snack occasion).

Emerging players

• Chop't Creative Salad Co. US-based fast-casual chain with Mediterranean-influenced salads, bowls, and wraps. Comparable on fast-casual Mediterranean positioning and customization model, though geographically concentrated in the US.

Regional players

• Zaatar w Zeit: Lebanese-origin shawarma and Mediterranean sandwich QSR chain. Comparable product and operational model to Villa Madina, but primarily operating in the Middle East/UK rather than directly in Canada.

Broad incumbents

• Freshii: Canadian-founded health-and-wellness fast-casual franchise with a Mediterranean-adjacent menu. Not a direct shawarma competitor, but competes for the same health-conscious lunch customer and mall footprint in Canada.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/villamadinarestaurant
• Instagraminstagram.com/villamadina
• LinkedInlinkedin.com/company/villa-madina

Revenue estimate

Valuation estimate

Number of profiles

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 Villa Madina