Happy Belly Food Group Inc., a Toronto-based company that acquires and grows emerging restaurant brands, is opening its first United States location for its Heal Wellness smoothie and açaí bowl brand this weekend, marking the company’s initial push into the American market.
The grand opening takes place Saturday, October 3, at 1113 University Ave in Lubbock, Texas, directly across from Texas Tech University. Happy Belly trades on the Canadian Securities Exchange under the ticker HBFG and on the OTCQB market in the U.S. under HBFGF.
Heal Wellness is a quick-service restaurant brand built around smoothie bowls, açaí bowls, and smoothies made with ingredients such as pitaya, goji berries, and chia seeds. The Lubbock location is being launched by what the company describes as an established multi-brand, multi-unit franchise operator already active in the Texas market.
Company Eyes Texas Growth
Sean Black, Chief Executive Officer of Happy Belly, called the opening a significant milestone for the company and the Heal brand, describing Lubbock as the brand’s first foothold in the U.S. He said the company intends to apply the same approach to site selection, operations, and franchise growth in Texas that it has used in expanding across Canada.
Black said the Lubbock site gives Heal a starting point to build brand awareness in Texas and to evaluate further expansion opportunities within the state.
Targeting the Campus Market
The new restaurant sits directly across the street from Texas Tech University, which reported a record fall 2026 enrollment of 46,296 students. Company management said the combination of a large student population and proximity to campus fits with Heal’s better-for-you food offering and creates the potential for repeat customer visits throughout the academic year.
Black said the demographics around Texas Tech closely match the customers Heal aims to serve, noting that the location’s proximity to students’ daily routines — including class schedules and social activities — supports the kind of customer demand and unit economics the company looks for when choosing a site.
According to figures cited by the company, Texas had roughly 31.7 million residents in 2025, per the Texas Demographic Center, and an economy valued at US$2.9 trillion in 2025, according to the Texas Economic Development & Tourism Office. Happy Belly said establishing an operating base in Lubbock allows Heal to build brand recognition and assess further growth locations within that broader market.
Texas Market Snapshot Cited by Happy Belly Food Group
Part of a Broader Restaurant Portfolio
Heal Wellness is one of several brands in Happy Belly’s portfolio, which also includes Rosie’s Burgers, Yolks Breakfast, Via Cibo Italian Street Food, and iQ Food Co. The company describes itself as a consolidator that acquires and scales emerging restaurant concepts.
Black indicated the Lubbock opening is an early step in a larger expansion plan for Heal, saying the company is “just getting started” as it builds out the brand’s presence in the U.S.
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