Australian fresh-food and specialty-coffee brand Soul Origin is planning to more than double its store network over the next decade, targeting around 400 locations globally.
The growth plans come as Soul Origin marks 15 years in business, having grown to 178 locations across Australia and New Zealand and around 22 million customer visits annually.
As part of its next phase, the business is looking beyond its established shopping-centre network, with regional locations, airports, drive-throughs, service centres, hospitals and universities forming part of its expansion plans.
Six new stores are expected to open before Christmas 2026, including a new flagship airside at Sydney International Airport’s T1 terminal in December.
New Zealand will also be a focus for expansion. Soul Origin currently operates four stores in the country, including two airport locations, and plans to add approximately 10 more over the next two years.
Co-founder and managing director Hao Quach said understanding customers in different markets would be an important part of identifying future international opportunities.
“A key part of my focus will be identifying where the brand has the strongest opportunities internationally and ensuring we approach each new market with a clear understanding of local customers,” Quach explained.
In Australia, Soul Origin is also continuing to test different store formats. Its second drive-through is expected to open at Cranbourne West, Victoria, in February 2027, while two additional hybrid service-centre locations developed in partnership with Ampol are expected to open before the end of 2026.
The company is also exploring further regional opportunities across New South Wales, Queensland and Victoria following the performance of its Darwin and Cairns stores.
Supporting the larger network is Soul Origin’s central production model. Products including breads, prepared chicken, sauces and proprietary dressings are produced centrally, giving the business greater control over quality, consistency, supply and product development.
The approach also reduces the need for complex cooking, cooling and food-safety processes within individual stores, allowing store teams to focus more closely on preparing and assembling fresh food and serving customers.
While the network and store formats are evolving, much of Soul Origin’s original food offering has remained. Around 70 per cent of the brand’s original menu is still available today.
“Two of the soups that became staples of our menu came from my mum’s recipes, and many of the products we developed in those early years remain on the menu today,” Quach said.
Soul Origin is also developing its offering for different times of day, including a dinner menu and an expanded range of iced beverages and matcha. Potato gems, which were initially tested through the drive-through format, are also being introduced more widely across the network.
Technology is another area of investment, with Soul Origin allocating $1 million to technology in 2026. More than 80 per cent of stores now use FLOW, which provides baristas with live, objective visibility into coffee extractions and gives Franchise Partners greater visibility across coffee execution.
The company is also rebuilding its app, upgrading its loyalty platform and introducing digital menu boards, with the investments aimed at improving the customer experience and providing additional insights to inform product development.
Soul Origin’s expansion will coincide with a change in leadership. Current chief financial officer George Gebran will become CEO on 1 October 2026, while Quach will turn his attention to long-term strategy and future growth opportunities.
