Extreme expansion and going Italian

MISSISSAUGA–Extreme Brandz, owner of Extreme Pita, Mucho Burrito and Pure Blends is moving their already existing brands into the east and introducing Via Cibo, an Italian restaurant chain.

Extreme’s Mucho Burrito brand will make its first entry into Atlantic Canada with stores opening in St. John, NB, and St. John’s, NL, said Sean Black, co-founder and executive vice-president of development. The fast-casual restaurants will seat 40-60 people, with space ranging from 1,800 to 2,600 square feet.

“All [Mucho Burrito] locations are licensed and offer the exact same menu, from British Columbia to Newfoundland,” said Black.

Extreme Brandz has also just signed a deal for an Extreme Pita opening in Charlottetown, the first of that brand in PEI, Black said.

The private company started five years ago after the success of their first franchise, Extreme Pita, established in 1997. Black said they currently have 64 Mucho Burrito stores open, with another 31 planned for 2012. He said this number includes three stores opening in the United States, where they already have three in operation.

Extreme Brandz’s most recent launch is Via Cibo – Italian Street Food. Four sites will be opening soon, said Black, one in Toronto at York Mills and Leslie, another in Deerfoot Meadows shopping centre in Calgary, one in Red Deer, AB and another in Sherwood Park, AB.

Details on the new brand are being kept under wraps, Black said, but the upscale fast-casual restaurants will be approximately 3,000 square feet.