Pokeworks Ahi Tuna Bowl

Scaling Up

With 50-unit deal, Pokeworks heads to Canada


Build-your-own poke bowl concept Pokeworks is the first brand for former Firehouse Subs area reps George Heos and Alex Gerzon under their Eat Up Canada flag. With a “will to win,” said Gerzon, they plan to start development in Toronto.


By Laura Michaels

George Heos and Alex Gerzon built their Firehouse Subs portfolio to 50 units as area representatives in Ontario, Canada, before selling the business last year, and now the two franchisees want to go even bigger with their next brand.

Heos and Gerzon formed Eat Up Canada and signed a master franchise agreement with Pokeworks to develop 50 units of the fast-casual poke bowl concept, a number they already think they can eclipse. “We believe that number to probably, hopefully be on the low side,” said Gerzon. “We’re shoot for the moon kind of guys.”

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