Shelby's
Shelby's is a Canadian fast-casual shawarma restaurant chain with 37+ Ontario locations, a franchising model, 100% Halal-certified menu, 2025 US expansion, and a new Abbas' Smoothies sub-brand.
- Company typePrivate
- Founded2015
- HeadquartersLondon, Canada
- Headcount501–1,000
- GTM typeB2C
- OfferingServices
What Shelby's does
Shelby's is a Canadian fast-casual restaurant chain specializing in customizable shawarma wraps and bowls, founded in London, Ontario in 2015 by Yazan El-Shalabi (CEO) and Yasser Ali (CMO) after they purchased a $10,000 food trailer in Lambeth, ON in 2014. The company began as a single dine-in location and a Halal food truck in London, transitioned to franchising in 2021, and has grown to 37+ locations across Ontario (including the Greater Toronto Area) by 2024, with expansion to the United States initiated in 2025 and planned entries into the UK and Middle East. The menu centers on two concepts — "Shawarma Shelby's Way" (loaded signature wraps and bowls with crispy fries, proprietary sauces, and fusion toppings such as El Pastor, Butter Chicken, and Canadian bowls) and Traditional Shawarma (protein wraps in Saj bread) — alongside kids' meals, sides, and the 2025-launched Abbas' Legendary Smoothies sub-brand, with 100% hand-slaughtered Halal certification across all proteins serving as a structural differentiator.
The core technology stack is intentionally lean: Shelby's operates on the third-party Revelup online ordering platform (shelbyscanada.revelup.online) complemented by a proprietary iOS/Android mobile app that supports ordering, order tracking, in-app payments, and loyalty points. No proprietary technology platform, API, or AI/ML capability is disclosed; the technology footprint is sufficient for direct-to-consumer ordering and basic CRM via the rewards program but does not extend into proprietary logistics, supply-chain, or restaurant-operations software.
Shelby's makes money through two primary streams: (1) one-time food and beverage sales at company-owned and franchised restaurant locations, plus gift cards, mobile-app orders, and third-party delivery (delivery fees of $6-$10), and (2) franchise fees and royalties from multi-unit operators, who are required to commit to 5+ restaurants with a $669,000-$885,000 per-restaurant initial investment, $1,000,000 minimum liquid assets, and $2,500,000 minimum net worth. The customer base spans individual consumers seeking halal fast-casual dining in Ontario and experienced QSR multi-unit franchise developers in Canada and internationally. The leadership bench — including President/CFO Usama Valam (20+ years in M&A and corporate development), VP Real Estate Sandra Lewis (formerly of A&W and Starbucks), and VP Training Jason LeGroulx (formerly Domino's, Boston Pizza, Subway) — reflects franchise-scale operating discipline. The company holds 501-1,000 employees, is privately held with no disclosed institutional investors, and maintains official sports partnerships with the Toronto Maple Leafs, Toronto FC, and Western Mustangs.
Shelby's firmographics
Firmographics- Name
- Shelby's
- Legal name
- Shelby's Franchise Holdings Inc.
- Website
- https://shelbys.ca
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Shelby's is a Canadian fast-casual shawarma restaurant chain with 37+ Ontario locations, a franchising model, 100% Halal-certified menu, 2025 US expansion, and a new Abbas' Smoothies sub-brand.
- Ownership category
- akta.pro rank
Shelby's industry classification
Industry- NAICS
- Limited-Service Restaurants (722513)
- SIC
- Retail-Eating & Drinking Places (5810)
- akta.pro primary industry
- Middle Eastern & Mediterranean QSR (Kebab, Shawarma, Falafel) (THAFAAAG)
- akta.pro secondary industry
- Sandwiches & Wraps Fast Casual (THAFABAG)
Keywords
Where Shelby's is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- Canada
- HQ region
- North America
Offices3 records
Markets served
Shelby's business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure, Technology or R&D, Others
Revenue model
- Restaurant food and beverage sales: Direct sales from Shawarma wraps, bowls, traditional shawarma, sides, drinks, and Abbas' Smoothies at company-owned and franchised restaurant locations.
- Franchise fees and royalties: Initial franchise investment of $669,000 to $885,000 per restaurant, with minimum liquid assets of $1,000,000 and required net worth of $2,500,000. Franchisees must develop 5 or more restaurants.
- Gift cards: Physical gift cards sold at locations and digital gift cards through online ordering system.
- Catering orders: Catering menu services (coming soon according to FAQ).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Multi-year contract | Franchise investment per restaurant |
Go-to-market motion1 record
Distribution channels6 records
Marketing channels7 records
Shelby's product offering
Product offeringCore offering
Shelby's operates a fast-casual shawarma restaurant chain selling customizable shawarma wraps, bowls, the signature Boutine dish, traditional shawarma in Saj bread, sides, beverages, kids' meals, and Abbas' Legendary Smoothies & Shakes through company-owned and franchised locations in Ontario, with US expansion starting in 2025. The brand is anchored by 100% hand-slaughtered halal meat, proprietary housemade sauces, and a 'build your own' fusion menu combining Middle Eastern shawarma traditions with global flavors. Ordering is supported via in-store dining, online ordering through the Revelup platform, a proprietary mobile app, third-party delivery, and a loyalty rewards program.
Product overview
Shelby's is a fast-casual shawarma restaurant chain founded in London, Ontario in 2015. The company operates on a franchise model offering two main product lines: Shawarma Shelby's Way (signature wraps and bowls with fries, unique sauces, and fusion toppings) and Traditional Shawarma (classic wraps in Saj bread). Their menu also includes Abbas' Legendary Smoothies & Shakes (a separate sub-brand), kids' meals, sides, and beverages. The company supports its restaurants with a mobile app for ordering, loyalty rewards, and online ordering platform. Franchise opportunities are available for experienced QSR operators.
Differentiator
Problem solved
Functional benefit
Brands
- Abbas' Legendary Smoothies: A smoothie and shake sub-brand featuring fruit smoothies made with fresh mango, strawberry, vanilla ice cream, dragonfruit, and pineapple, as well as shakes including pistachio, lotus biscoff, red velvet, and cookies and cream.
Quantifiable outcome
- 37 locations across Ontario as of 2024
- +2 more outcomes
Companies that use Shelby's
Customer profileSegments2 records
Shelby's technology and API
TechnologyAPI detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Shelby's partnerships and signals
Strategic signalScale indicators5 records
Recent moves9 records
Expansion highlights5 records
Shelby's competitors and assessment
Company assessmentDirect peers
- Osmow's Shawarma: One of Canada's largest halal shawarma fast-casual chains, with a multi-hundred-location footprint across Ontario and other provinces. Closest direct competitor to Shelby's in menu, halal positioning, and customer base.
- Pita Pit: Fast-casual wrap and pita chain with a build-your-own model similar to Shelby's 'Your Way' wraps and bowls. Overlaps in customer occasion and customization experience.
- CAVA: US-based Mediterranean fast-casual chain specializing in customizable bowls and wraps. Comparable custom-build menu format and fast-casual price point; benchmarks Shelby's potential US expansion playbook.
- Lazeez Shawarma: Canadian halal shawarma chain operating in Ontario and other provinces with a similar fast-casual menu and value positioning.
- Tahini's Restaurants: Middle Eastern fast-casual chain with multiple Ontario locations serving shawarma, wraps, and bowls. Directly comparable menu and customer segment to Shelby's.
- Mr. Greek Mediterranean Kitchen: Canadian Mediterranean fast-casual chain serving souvlaki, shawarma-style items, and bowls. Adjacent menu and customer segment to Shelby's.
- Paramount Fine Foods: Canadian Middle Eastern fast-casual chain offering shawarma, wraps, and bowls with a similar premium, halal-friendly positioning. Competes with Shelby's in Ontario and broader Canadian markets.
Broad incumbents
- A&W Canada: Established Canadian burger QSR chain with a broad Ontario footprint. Competes for the same quick-service meal occasions and customer spend as Shelby's, though not in the Middle Eastern niche.
- Subway Canada: Global sandwich/sub chain with broad Canadian presence. Competes for wrap and quick-service occasions and is a relevant labor/franchise benchmark.
Regional players
- Saigon Lotus: Vietnamese-leaning fast-casual chain with locations primarily in Western Canada. Not a direct competitor, but comparable as a regional, franchise-driven fast-casual growth story.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Shelby's social profiles
Digital presenceShelby's compliance and trust
Trust signalCompliance1 record
Shelby's financial estimates
Financial estimateRevenue estimate
Valuation estimate
Shelby's leadership team
Management profileNumber of profiles
Shelby's funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Shelby's M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Shelby's
What does Shelby's do?
Shelby's operates a fast-casual shawarma restaurant chain selling customizable shawarma wraps, bowls, the signature Boutine dish, traditional shawarma in Saj bread, sides, beverages, kids' meals, and Abbas' Legendary Smoothies & Shakes through company-owned and franchised locations in Ontario, with US expansion starting in 2025. The brand is anchored by 100% hand-slaughtered halal meat, proprietary housemade sauces, and a 'build your own' fusion menu combining Middle Eastern shawarma traditions with global flavors. Ordering is supported via in-store dining, online ordering through the Revelup platform, a proprietary mobile app, third-party delivery, and a loyalty rewards program.
Is Shelby's a public or private company?
Shelby's is a private company. It is currently operating.
When was Shelby's founded?
Shelby's was founded in 2015. It employs 501 to 1,000 people.
Where is Shelby's based?
Shelby's is headquartered in London, Canada, in the North America region.
How does Shelby's make money?
Four revenue lines are on record. Restaurant food and beverage sales are the primary driver. The others are franchise fees and royalties, gift cards and catering orders.
Who are Shelby's's main competitors?
Direct peers on record are Osmow's Shawarma, Pita Pit, CAVA, Lazeez Shawarma, Tahini's Restaurants, Mr. Greek Mediterranean Kitchen and Paramount Fine Foods. Broad incumbents are A&W Canada and Subway Canada. Saigon Lotus is listed as a regional player.
Does Shelby's have an API?
No public API is recorded for Shelby's.
What industry is Shelby's in?
Its primary akta.pro industry code is THAFAAAG, Middle Eastern & Mediterranean QSR (Kebab, Shawarma, Falafel), with a secondary code of THAFABAG, Sandwiches & Wraps Fast Casual. Its NAICS code is 722513 and its SIC code is 5810.