Les Filles Fattoush: A social initiative that became a story of growth
When Les Filles Fattoush was founded in Montreal in 2017, it had a clear goal: provide Syrian refugee women with their first work experience by showcasing their culinary talents.
This social initiative also became a successful business story.
Nearly 10 years later, the company—named after fattoush, a traditional Syrian and Lebanese salad—has surpassed $3.5 million in sales and is preparing to launch products inspired by Middle Eastern flavours across Canada.
The recipe for its success? Thoughtful growth, strategic partnerships and an unwavering commitment to its mission.
A strong social mission
At first, the company offered traditional catering services. “The only question we asked during interviews was: ‘Do you like to cook?’ Most Syrian women are skilled cooks and love sharing their culture,” says Geneviève Comeau, general manager and co-owner of Les Filles Fattoush with Adelle Tarzibachi, a Syrian-born entrepreneur based in Quebec.
By cooking a few hours a month, Syrian women built social connections while gaining self-confidence and financial independence. “It was an opportunity to regain a sense of dignity,” says Comeau.
“When a family immigrates, especially with refugee status, it is often the man who works. The woman becomes the emotional pillar of the family, but she remains isolated, with few opportunities to explore her new community,” she adds.
We grew alongside our employees. The day some of them asked us for reference letters to buy their first home, we realized that our mission was bearing fruit. It was a sign of lasting integration.
Geneviève Comeau
General Manager and Co-Owner, Les Filles Fattoush
Diversifying activities
The company achieved annual growth of 20% to 30%. “We grew the business one step at a time,” says Comeau.
The first step was opening a seasonal kiosk, which later became a permanent café and retail shop at Montreal’s iconic Jean-Talon Market, where the company sells ready-to-eat products.
A strategic partnership was then added through an agreement with Lufa Farms, a sustainable urban agriculture company that distributes customizable weekly baskets of local products across Quebec.
“That was a turning point in our journey, but our operational efficiency wasn’t where it needed to be,” says Comeau. “After a few weeks, we realized our labour costs were 70%. We were losing money on every dish we sold.”
From organic expansion to structured operations
With support from BDC specialists, the company began a strategic planning exercise.
“We calculated the cost of every dish: ingredients, packaging and labour. We documented everything and then structured production around work processes rather than recipes,” explains Comeau.
For example, one day in the kitchen was dedicated entirely to frying. “This allowed us to avoid turning on equipment for small quantities and helped us become more efficient,” she explains.
Reviewing the company’s cost structure and processes helped better control expenses, reduce waste of time, energy and food products, and improve profit margins.
Entering grocery stores
After noting that mainstream grocery stores lacked Middle Eastern essentials and flavours, Les Filles Fattoush entered the retail market in 2023.
Pita chips with za’atar, mint, sumac and cumin, spices, baklava, hummus and prepared meals became available in 500 locations across Quebec through an exclusive agreement with Sobeys (IGA and Rachelle Béry).
“Catering was growing nicely, but it’s a demanding business with limited opportunities for growth and optimization. We decided to put more energy into grocery products because our vision is to be present across Canada,” says Comeau.
Expanding into new markets
With 18 full-time employees, Les Filles Fattoush is preparing to expand across Canada. To strengthen its presence in English-speaking markets, all products will now be marketed under the Cuisine Fattoush brand.
It was a difficult decision, explains Comeau, but a necessary one for growth. “We’re deeply connected to the Les Filles Fattoush brand—it brings women together in a positive and empowering way. We’re changing the brand name on our products, but the company name will stay the same. Our mission is unchanged,” says Comeau.
As the exclusive agreement with IGA stores comes to an end, Cuisine Fattoush products will be available this fall in a number of grocery chains across three provinces: Ontario, Alberta and British Columbia. “We’re in discussions with retailers that have a natural products positioning,” says the co-founder owner of Les Filles Fattoush.
And this is only the beginning. “I dream of the day when Canadians swap their Tuesday night spaghetti for a fattoush salad and shish taouk. That’s our ultimate ambition,” concludes Comeau.
The recipe for Les Filles Fattoush’s success: Five lessons for sustainable growth
Stay true to your vision
Growth often comes with limited resources and time, especially in a company’s early years.
“Every proposal that comes your way feels like an opportunity when in reality, you risk moving away from your vision and wasting time. You have to be selective and strategic,” says Comeau.
Understand your numbers
Cash flow management is essential to reaching the next stage of growth.
“In business, it’s easy to get caught up in the mission, growth and visibility. But you have to be careful with performance indicators that simply boost your ego. The only way to build a strong foundation is to know your numbers, understand them and act on what they reveal,” says Comeau.
Build strategic partnerships
When the pandemic hit in 2020, the company tested home delivery. It had to launch a transactional website, create a menu, find packaging, bring the team back into the kitchen and produce under distancing requirements. “On our very first day of deliveries, 25 out of 30 orders were incorrect because distribution wasn’t our strength—our expertise was in operations and product quality,” recalls Geneviève Comeau.
The solution? Strategic partnerships like the one with Lufa Farms, which has an established distribution network, as well as partnerships with other local and Syrian companies for the large-scale production of products requiring specialized equipment, such as baklava and pita chips. “By working in partnership, we complement each other and become stronger,” says the co-owner of Les Filles Fattoush.
Debt is not a weakness
Access to financing is one of the main challenges women-owned businesses face. “Women entrepreneurs are often more hesitant to take on debt. It took time for us to understand that taking on healthy debt can help us continue our momentum,” says Comeau.
Surround yourself with the right people
Without the budget to hire full-time specialists, Les Filles Fattoush sought out consultants and external experts.
The first step was to review its salary structure and job descriptions. The company also worked with specialists in food operations management and BDC strategic planning specialists to strengthen its operations. This targeted external expertise helped solidify its growth.
It can be difficult to step back and say: ‘Right now, I’m holding the company back by trying to do everything myself. I need someone who can do this better than me. I need help.’ You need to surround yourself with the right people to keep growing.
Geneviève Comeau
General Manager and Co-Owner, Les Filles Fattoush
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