INS Market accelerates transit retail expansion with five TTC locations

INS Market is making a major play for Canada's transit retail sector, launching five new locations within Toronto's subway system as part of a broader strategy to capitalize on growing commuter traffic and the influx of visitors expected for the FIFA World Cup 2026.

The Toronto-based convenience retailer has already opened three TTC locations in rapid succession at St. George, College and Queen stations, with two additional stores at Bay and Don Mills stations slated to open in the coming weeks.

According to Michele Lown, senior vice-president at INS Market, the rollout represents the first phase of a new partnership with the Toronto Transit Commission and reflects the company's increasing focus on transit-oriented retail formats.

"We knew going into 2026 that the FIFA World Cup was coming to Toronto," said Amedeo Catenaro, senior director of franchising, real estate and marketing at INS Market. "We identified a gap within the transit retail space for quick grab-and-go snacks, meals, tobacco products, lottery and convenience essentials. There were many sites within the system that weren't being served by a concept like ours."

Five TTC stores mark first phase of partnership

The five-store TTC rollout follows months of negotiations between INS Market and transit officials. The company sees the initiative as more than a short-term FIFA opportunity.

"This is really our broader focus as a brand now," said Catenaro. "We're orienting toward a transit-oriented convenience concept."

Beyond Toronto's subway system, INS has already established a presence at Oshawa GO Station and Ajax GO Station, while another transit-based location in Ottawa is currently in development.

The retailer believes transit authorities across Canada are increasingly interested in compact convenience concepts that can be deployed quickly and efficiently.

Prefabricated kiosks enable rapid expansion

A key component of INS Market's transit strategy is its prefabricated kiosk model.

Unlike traditional store builds, the kiosks are manufactured off-site by the company's fixture supplier and delivered largely complete.

"It's built by our fixture supplier and then it's a matter of dropping it in and plugging it in," said Lown. "That makes it easier to go into spaces that weren't previously designed for retail."

The modular approach allows INS Market to rapidly activate under-utilized transit spaces while reducing construction timelines and costs.

The flexibility of the format has become increasingly attractive as transit operators seek new revenue opportunities and improved passenger amenities.

Site selection driven by ridership and demographics

While the kiosk model offers flexibility, INS Market says location selection remains highly data-driven.

The company evaluates ridership volumes, passenger demographics and commuter behaviour before committing to a site.

"We look for stations that hit a certain threshold of passenger traffic," said Catenaro. "We also take into account the demographics of the individuals using that station."

The company's Oshawa GO location served as an important proof of concept.

Located in a major commuter hub serving Toronto-bound travellers, the kiosk benefits from consistent foot traffic and a customer base with higher disposable income.

According to the INS executives, the location has exceeded expectations since opening and helped validate the transit retail model.

Growth extends beyond transit

While transit remains a priority, INS Market is simultaneously targeting high-density residential developments and mixed-use urban projects.

One recent example is the company's newly opened location in Barrie, situated within the retail podium of the city's largest condominium development.

The approximately 900-square-foot store serves residents living in two newly completed residential towers overlooking Barrie's waterfront.

"The customer base is built-in right above you," said Catenaro. "It supports our concept."

The strategy mirrors INS Market's longstanding approach of locating stores where consumers naturally gather, whether in office towers, transit hubs, residential communities or institutional environments.

Future developments are already planned in Kitchener and other Ontario markets.

Franchise model focuses on owner-operators

As expansion accelerates, INS Market continues to rely on a franchise model centred on owner-operators.

"We prefer owner-operators," said Lown. "They have skin in the game, they care about the business; they're there and they'll put in the hours."

New franchisees undergo both online and in-store training before opening, including POS operations, merchandising and lottery certification.

The company also maintains close oversight of inventory management and store operations to ensure consistency across the network.

INS currently uses Visual Touch as its point-of-sale platform and is evaluating future opportunities for automated inventory management systems.

Beer and wine driving traffic gains

One category proving particularly impactful for INS Market is beverage alcohol.

Since Ontario expanded convenience-store alcohol sales, the retailer has been introducing beer and wine programs wherever regulations permit.

"We try to insert it in every location where applicable," said Catenaro.

While hospitals, schools and post-secondary campuses remain excluded, the company says the category has delivered significant results elsewhere.

According to INS Market, stores carrying beer and wine have experienced customer count and sales volume increases of between 30 and 40%.

Executives also pointed to shifting consumer behaviour as traditional Beer Store locations continue to close.

"It's great to have a dependable retailer that has steady working hours and a great assortment," said Catenaro.

The company is also monitoring regulatory developments in Atlantic Canada, where it recently opened a new location in Halifax and is exploring additional expansion opportunities.

Preparing for FIFA, Pride and summer events

With Toronto already experiencing increased tourism and event traffic, INS Market is preparing stores for a busy summer and an even busier period for sporting and cultural events next year. The retailer has spent more than a year working with suppliers to ensure stores remain fully stocked during major events.

Vendor partners, including Coca-Cola, are supporting FIFA-themed promotions, giveaways and merchandising programs throughout the chain.

Beyond FIFA, INS locations are preparing for Pride Toronto, Calgary Stampede, Taste of the Danforth and numerous other community events.

A newly opened INS Market store on Church Street is expected to benefit from a City of Toronto pilot project that will close portions of the corridor to vehicle traffic, creating additional opportunities for customer engagement and brand activation.

Clean stores, strategic locations fuel growth

As competition intensifies across the convenience channel, INS Market believes its growth is being driven by a combination of strategic site selection, strong landlord partnerships and a consistent customer experience.

"Our mantra has always been, ‘We go where the people go’," said Catenaro.

The company says maintaining clean, modern stores and delivering consistent product assortments across locations remains central to its value proposition.

That approach appears to be resonating. INS Market opened five stores in a single week across Canada, including locations in Toronto and Vancouver, while additional Ontario openings remain in the pipeline.

With FIFA 2026 approaching and transit retail gaining momentum, the company is positioning itself to become one of Canada's most visible convenience operators in high-traffic urban environments.