US-based quick-service restaurant chain Playa Bowls has signed a master franchise deal with Eat Up Canada to broaden its Canadian footprint.

The agreement, which represents Playa Bowls’ inaugural international development deal, includes plans to launch more 160 locations across the country.

Eat Up Canada was founded by George Heos and Alex Gerzon, who have experience in the restaurant industry with brands including KFC, Pizza Hut, Taco Bell, Boston Pizza and Recipe.

The pair previously developed a 50-unit Firehouse Subs portfolio in Canada.

Playa Bowls CEO John Cappasola stated: "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. 

"George Heos and Alex Gerzon are exactly the kind of experienced operators we look to partner with. They are proven brand stewards and developers with deep expertise in scaling successful restaurant concepts." 

Playa Bowls has continued to expand domestically across states such as Arizona and California, Maine, Massachusetts, New York, Ohio and Texas.

Earlier in 2025, the chain marked its 300th location in Atlanta’s Buckhead neighbourhood. It reported a steady pace of domestic openings in the first three quarters of the year.

It has more than 350 units currently in the pipeline in the US and remains on course to launch more than 90 new outlets before the end of 2025.

Heos stated: "Our team specialises in introducing standout US restaurant concepts to the Canadian market, and Playa Bowls fits that profile perfectly with their proven unit economics and a passionate following.

“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."

Playa Bowls signed 14 new multi-unit franchise agreements in the first quarter of 2024 as part of its wider expansion strategy.