From Food Trailer to Multi-Location QSR Shelby's Legendary Shawarma has scaled from a $10,000 food trailer in Lambeth, Ontario, to a 37-location franchise operation in just over a decade. Co-founders Yazan and Yasser, who met in college and shared Middle Eastern roots, initially sold their mother's traditional chicken shawarma from the trailer before opening their first permanent location in London in February 2015. The brand's expansion accelerated significantly between 2021 and 2024. After launching franchising in 2021 with six locations in the London area, Shelby's opened its first Greater Toronto Area location in Rexdale in 2022, followed by 10 additional franchised locations across the GTA in 2023. The chain now operates 37 locations across Ontario as of 2024.
Franchise Milestones and Brand Recognition Shelby's has secured partnerships with major regional sports organizations, becoming the Official Shawarma of the Western Mustangs, Toronto FC, and the Toronto Maple Leafs. The brand has also generated viral attention through Guinness World Record attempts: a 152-foot-3-inch chicken shawarma wrap in 2019 and a 62-meter falafel wrap in 2023. In 2025, the chain launched Abbas' Smoothies and began expansion into the United States.
Technology-Driven Operations Andrew Kirkwood, Vice President of Technology, joined Shelby's with more than 30 years of restaurant operations experience across fine dining, quick-service, and franchise systems. Kirkwood oversees store infrastructure, POS systems, digital ordering, loyalty platforms, training systems, and AI initiatives. "Great food and great service only scale when the systems behind them are strong," Kirkwood said. His mandate centers on building scalable technology that reduces operational friction, improves consistency across locations, and strengthens franchisee support while enhancing customer experiences from in-store ordering to mobile platforms.
Why It Matters
As regional QSR chains pursue U.S. expansion and franchising, operational technology infrastructure becomes critical to maintaining quality and speed across dispersed locations. Shelby's acceleration from single-unit to multi-state operator mirrors broader industry consolidation in the fast-casual shawarma and Middle Eastern quick-service categories, which have grown significantly in North America over the past five years.
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Written by FBM Publications Editors
