Draft:Shelby's

Shelby's

Shelby's Logo since 2015
Industry	Restaurants
Founded	2015, London, Ontario, Canada
Founders	Yazan El-Shalabi & Yasser Ali
Headquarters	Canada
Products	Shawarma
Website	shelbys.ca

Shelby's is a Canadian fast food restaurant chain specializing in shawarma and other Middle Eastern cuisine dishes. Founded in 2015 in London, Ontario, the chain has expanded across multiple provinces, including Ontario, Quebec, and Alberta. Shelby's is known for its innovative approach to traditional Middle Eastern flavors, incorporating fusion elements such as shawarma-topped poutine and unique sauces to appeal to a diverse clientele.

History

Shelby's was established in 2015 by entrepreneurs Yazan El-Shalabi and Yasser Ali, who sought to introduce high-quality shawarma to the Canadian fast-food market while maintaining authenticity in their recipes. The first location operated as a small, family-run restaurant, emphasizing homemade recipes and fresh ingredients. Their vision was to blend traditional Middle Eastern flavors with modern fast-food efficiency, attracting a diverse customer base. As word spread about Shelby's unique approach to shawarma, the business expanded to multiple locations within a few years. By 2018, the company had established itself as a go-to spot for shawarma enthusiasts in southwestern Ontario. The brand distinguished itself through bold marketing, signature menu items, and a focus on high-quality, halal-certified meats.

Expansion

Following its success in Ontario, Shelby's expanded into other provinces, including Quebec and Alberta. The company adopted a franchise model to support its rapid growth, enabling local entrepreneurs to open their own Shelby's locations under the brand's established reputation. By 2025, Shelby's had over 25 locations across Canada, positioning itself as one of the fastest-growing Middle Eastern fast-food chains in the country. The brand's expansion strategy focused on high-traffic urban centers, university towns, and shopping districts with strong demand for quick, high-quality meals.

Social Media Presence

Shelby's has leveraged social media platforms such as TikTok and Instagram to enhance its brand visibility. The restaurant’s visually appealing food presentations, including loaded shawarma wraps and cheese-covered shawarma fries, have attracted significant attention online. As of March 2025, Shelby's had amassed over 2.1 million followers on TikTok and 575,000 on Instagram. The company also collaborates with influencers and food bloggers, inviting them to review their dishes, further increasing online visibility. Customer interaction and user-generated content play significant roles in Shelby's digital marketing strategy, fostering a loyal online community.

Menu and Offerings

Shelby's menu primarily revolves around shawarma, offering variations such as wraps, rice bowls, and poutine topped with their signature seasoned meats. The restaurant also serves falafel, hummus, and baklava, catering to both meat lovers and vegetarians. A key feature of Shelby's is its commitment to using high-quality, halal-certified ingredients. The brand emphasizes fresh, locally sourced produce and house-made sauces to ensure consistency across all locations.

Locations

Shelby's has expanded significantly in recent years, opening new locations in Burlington, Oakville, Oshawa, and Toronto. In Burlington, the location at 675 Appleby Line celebrated its grand opening on August 11, 2024, with a ribbon-cutting ceremony attended by Ward 5 Councillor Paul Sharman. In Toronto, the company expanded into the downtown core, with a notable location at 297 King St W. Brampton also saw new openings, including one at 48 Peel Centre Dr. Beyond the Greater Toronto Area, Shelby’s has also expanded into Sarnia, where its restaurant at 493 Christina St N held a grand opening in August 2024, and Oshawa, with a location at 1340 Clearbrook Dr. In addition to its Ontario presence, the company operates in Quebec, with several locations in Montreal.

Future Expansion

As of 2025, Shelby's operates in multiple provinces across Canada, including Ontario and Quebec. Many of its locations are situated in high-traffic urban centers, catering to students, professionals, and families seeking quick-service Middle Eastern cuisine. The company has announced plans to expand further within Canada, with new locations expected in Manitoba and Nova Scotia, particularly in Winnipeg and Halifax. Additionally, Shelby’s is exploring international growth opportunities, with potential markets in the United States, the United Kingdom, and select regions in the Middle East.

Reception and Impact

Shelby's has received positive reviews for its flavorful dishes, generous portion sizes, and commitment to quality. Many food critics have praised the brand's ability to blend traditional Middle Eastern flavors with modern Canadian cuisine. A review highlighted the restaurant's "great value-for-money products" and "authentic preparation," noting the use of a traditional pita dome heater.

However, the company has also faced challenges, including maintaining consistency across its franchise locations and navigating the competitive fast-food industry. Despite these challenges, Shelby's has remained a popular choice for shawarma enthusiasts in Canada. In 2024, Shelby's partnered with the Western Mustangs athletic program, becoming the "Official Shawarma Restaurant" of the Western Mustangs, further strengthening its local community presence.