Fluffy Fluffy is a fast-casual dessert franchise best known for its signature soufflé pancakes. Founded in 2018 in the Greater Toronto Area, the brand now operates under the name Fuwa Fuwa, meaning “fluffy fluffy” in Japanese. The company’s headquarters is located in Toronto, Ontario, Canada.

The brand began franchising in 2020 and has since expanded to multiple international markets. As of 2024, Fluffy Fluffy has around 30 locations abroad, 3 in the United States, and 20 more in development. The parent company is Fuwa Labs LLC, with Benson Lau leading the business development efforts.

Fluffy Fluffy offers a menu centered on soufflé pancakes, combining elements of Japanese dessert craftsmanship with North American pancake culture.

The menu also includes specialty drinks and light café offerings. The franchise stands out for its ultra-light, airy texture, slow-cooking process, absence of artificial additives, and its distinctive East-meets-West dessert concept.

Training

Fluffy Fluffy offers a structured training program to equip franchisees and their teams with the skills necessary for successful operations. The training is divided into multiple components:

1. Initial Management Training Program
   Franchisees, including their principals and general manager, must complete a four-week Initial Management Training Program before opening. This training is conducted at a Fluffy Fluffy outlet in Toronto or another approved location and covers topics like menu introduction, customer service, closing procedures, and operations. Up to two principals and one general manager can attend without tuition fees, though all related travel and lodging expenses are borne by the franchisee.
2. Additional Training
   The franchisor may require franchisees to attend mandatory or optional training sessions, including online e-training and an annual business meeting or national convention. These sessions total no more than three days per year. Franchisees are responsible for all costs associated with participation, and failure to attend required sessions constitutes a default under the franchise agreement.
3. On-Site Remedial Training
   Upon request or as deemed necessary by the franchisor, on-site remedial training may be provided at the franchisee's location. This training is subject to availability and comes with fees for the trainer’s time and travel expenses.

Territory Protection

Fluffy Fluffy does not offer exclusive territory protection to its franchisees. Franchisees may face competition from other Fluffy Fluffy locations, franchisor-owned outlets, and alternative distribution channels.

The franchisor retains the right to operate or license others to operate outlets under the same or different brands anywhere, including within a franchisee's local market.

Even within their designated site, franchisees have no rights to prevent the franchisor from selling products through the internet, retail stores, or other methods. Franchisees are not entitled to compensation from any sales the franchisor makes through these alternate channels.