Custard churning training has begun.

More than 80 Winnipeg staff are learning “the Freddy’s way” ahead of opening day at Freddy’s Frozen Custard & Steakburgers. On Tuesday, the chain will unveil its first Canadian location.

A red awning and Freddy’s signage have appeared at 1615 Regent Ave. West.

“I’m … very ecstatic, got a big smile on my face,” said franchise co-owner John Hall. “Proud to wear the Freddy’s colours.”

SUPPLIED Freddy’s Frozen Custard & Steakburgers, based in Kansas, counts more than 550 U.S. locations.

The site will be the first of at least three Manitoba locations, Hall said. He and business partner Turner Ethans have letters of intent out for two other spaces; Hall declined to share the locations.

Freddy’s Frozen Custard & Steakburgers, based in Kansas, counts more than 550 U.S. locations. It’s grown since 2002 through franchise agreements.

One of its staple foods — frozen custard — is a treat Manitobans had to travel south of the border to consume. The dessert is like ice cream but made with egg yolk and more butterfat.

New Winnipeg hires are also studying the art of a steakburger, with its thin patties of lean ground beef.

“We spend an awful lot of time and training doing that,” Hall said. “We take a lot of pride in it, with our crispy edges on the burgers.”

Between inking a deal with Freddy’s and the upcoming opening day, the Canada-U.S. trade war erupted.

Winnipeg Free Press | Newsletter

Business Weekly

Monday Mornings

The latest local business news and a lookahead to the coming week.

Sign up for Business Weekly

Tariffs affected imports of specialized equipment, Hall said, adding Freddy’s headquarters has been supportive through the process. Any products that can be bought in Canada are, including the burger meat, buns and frozen custard materials, Hall said.

He called it a “big honour” to be the first Canadian Freddy’s location. (Another restaurant is being built in Alberta.)

Mark LeBeau is waiting for opening day. He has dinner plans — and a frozen custard in mind.

“It’s going to be fantastic,” he said.

He tried Freddy’s twice while in Fargo, N.D., last summer. He opted for meals sans-custard, but he’s had the cool snack elsewhere in the United States.

“It’s nice to see these new chains trying to invest in the city”–Shaun Jeffrey, executive director of the Manitoba Restaurant & Foodservices Association

Freddy’s American roots aren’t a huge bother, he said: “I look at it from the perspective of everyone involved. Everyone (employed) here is local, and that’s important to me.”

Hall previously led a pizza franchise off Regent Avenue for two decades.

Freddy’s is a welcome addition to the neighbourhood, said Shaun Jeffrey, executive director of the Manitoba Restaurant & Foodservices Association.

“It’s nice to see these new chains trying to invest in the city,” Jeffrey added. “This shows they’re confident that they can be successful here in Manitoba.”

It might ignite other chains’ confidence, leading to growth, he said, adding he’s noticed a trend of eateries opening near Regent and Nairn avenues (such as Nuburger, Wayback Burgers, Firehouse Subs and Belle’s Kitchen + Music Hall).

“These two areas, notoriously in the past, have been a little bit on the stagnant (side) coming out of the (COVID-19) pandemic,” Jeffrey said. “So, really excited to see that area continuously growing.”

The goal, Jeffrey added, is to focus on confidence building within the industry after “monumental challenges” borne from the pandemic.

The strip of businesses Freddy’s joins is relatively new. A shawarma place next door, Boustan, drew a long lineup upon opening — and it brought new clients to Steel N Ink, a neighbouring business, said piercer Calista Chase.

She expects Freddy’s to attract a crowd. As a result, another round of new customers might pass through Steel N Ink’s doors.

“I’m excited,” she said of the chain’s arrival.

Beginning Tuesday, Freddy’s will be open from 10:30 a.m. to 10 p.m. Sundays to Thursdays, and 10:30 a.m. to 11 p.m. Fridays and Saturdays. The hours could change depending on demand, Hall said.

The space fits roughly 50 seats and has a drive-thru.

Freddy’s signed a master franchise agreement with North 49 Frozen Custard and Steakburgers in 2022; North 49 committed to develop and sell at least 20 Freddy’s locations within Canada.

Hall, through his company Steakburger North, partnered with North 49 to open at least three Freddy’s shops in Manitoba.

gabrielle.piche@winnipegfreepress.com

Gabrielle Piché Reporter

Gabrielle Piché reports on business for the Free Press. She interned at the Free Press and worked for its sister outlet, Canstar Community News, before entering the business beat in 2021. Read more about Gabrielle.

Every piece of reporting Gabrielle produces is reviewed by an editing team before it is posted online or published in print — part of the Free Press‘s tradition, since 1872, of producing reliable independent journalism. Read more about Free Press’s history and mandate, and learn how our newsroom operates.