Rosie’s Burgers has secured a fourth Quebec location in Mont-Tremblant. But as the smashburger spreads across the restaurant scene, there’s a bigger question: has the craze peaked, or is there still plenty of appetite?
Rosie’s Burgers has secured a fourth Quebec location in Mont-Tremblant, adding another stop to its expansion plans. Parent company Happy Belly Food Group announced the deal on October 23. Franchise partner Carma Hospitality will operate the restaurant, although an address and opening date have not yet been announced.
The Mont-Tremblant site is the fourth location secured under Carma’s commitment to develop ten Rosie’s restaurants in Quebec. Happy Belly says Rosie’s currently has 20 open locations and more than 110 secured through multi-unit and area-development agreements across Atlantic Canada, Quebec, Ontario, Alberta, British Columbia, Manitoba and Saskatchewan. Those figures show the scale of the plan, but secured locations are not the same as operating restaurants.
That distinction matters as burger brands race to find room in a crowded market. Smashburgers have become a familiar sight on menus, but popularity today does not guarantee staying power tomorrow. Rosie’s is clearly betting there is still room to grow. The bigger question is whether the format can keep diners interested once the novelty wears off. Mont-Tremblant adds another marker to the expansion, while the longer-term test will be turning development agreements into busy restaurants and repeat customers for the long haul, not just now.