Soul Origin is preparing to accelerate its expansion as it marks 15 years since opening its first store in 2011. Building on its established shopping-centre and franchise network, the business plans to expand across Australia and New Zealand and, over time, into additional international markets.

Founded to make quality specialty coffee and fresh, healthier food more accessible, Soul Origin has grown from a small family-run business into a network of 178 locations, recording around 22 million customer visits each year. The brand was also ranked number one for customer satisfaction among QSRs in the December 2025 Fonto rankings.

Soul Origin aims to grow its network to approximately 400 locations globally over the next 10 years, supported by its current plan to open approximately 15–20 stores each year.

To lead the business through its next phase, current Chief Financial Officer George Gebran will become Chief Executive Officer on 1 October 2026. Having worked alongside Soul Origin’s founders for the past seven years, George knows the business and its strategy well and has helped shape the structure that has supported its growth. His appointment marks a natural evolution in Soul Origin’s leadership.

George Gebran said Soul Origin’s next phase would focus on making fresh food and specialty coffee more accessible to more customers, including through opportunities beyond its traditional shopping-centre network.

Soul Origin co-founder and Managing Director Hao Quach will step back from day-to-day responsibilities but remain closely involved. He will focus on long-term strategy and future growth opportunities, including continued expansion in New Zealand, additional formats and the exploration of further international markets.

Alongside continued growth in shopping centres, Soul Origin is expanding through regional locations, drive-throughs, airports, hospitals, universities and service-centre partnerships.

Soul Origin is progressing towards opening six new stores before Christmas, including a new company-owned flagship expected to open airside within Sydney International Airport’s T1 terminal in December 2026. With Sydney Airport forecasting approximately 18.2 million T1 passengers in 2026, the new location will introduce Soul Origin to a significant international audience through a stronger grab-and-go offer and a menu tailored to the airport environment, while retaining specialty coffee at the centre of the proposition.

Soul Origin currently operates four stores in New Zealand, including two airport locations, and plans to open approximately 10 additional stores across the country over the next two years.

Hao Quach said these developments would deepen the business’s understanding of how its offer resonates with customers from different markets.

“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.”

Soul Origin’s second drive-through is expected to open at Cranbourne West in February 2027. The business is also continuing to develop its hybrid service-centre model in partnership with Ampol, with two additional locations expected to open before the end of 2026. Following the performance of its stores in Darwin and Cairns, Soul Origin is exploring further regional opportunities across New South Wales, Queensland and Victoria.

Investment in Soul Origin’s own manufacturing and central production capabilities will support its expansion by providing greater control over quality, consistency, supply and innovation. Key products, including breads, prepared chicken, sauces and proprietary dressings, are produced centrally, simplifying store operations and allowing teams to focus on preparing fresh food and serving customers.

Soul Origin is also investing 1 million in technology and data to improve store performance and the customer experience. More than 80 per cent of its stores now use FLOW, which gives baristas live visibility into coffee extraction and helps identify training opportunities across the network. Soul Origin aims to introduce FLOW across its entire network by September 2026.

Soul Origin’s growth has been supported by Franchise Partners, including early team members who believed in its potential and chose to grow alongside the business.

Johnny Phung joined Soul Origin in 2011 as a young team member, when the business was still in its early years. As Soul Origin grew, so did Johnny. He began at Town Hall, helped the founders establish new stores and went on to run the company-owned Bondi Junction store. With each step, he gained new experience, took on more responsibility and learned what it takes to successfully operate a Soul Origin store.

Johnny eventually became a Franchise Partner, first at Sydney Airport T2 and then Adelaide Airport. Today, he is an experienced multi-site operator preparing for his next chapter: the upcoming T1 International flagship store. His story shows what growing with a network can look like, from being given an opportunity and learning from those around you to building a business of your own. Now, his journey is coming full circle as he supports the next generation of young team members.

Johnny said, “I really feel like I’ve grown up with Soul Origin. I joined when I was young, and the business was still growing too. Along the way, I had people who supported me, taught me and gave me opportunities to take that next step.

“Today, I’m a multi-site Franchise Partner, but I haven’t forgotten where I started. One of the best parts of being in this position is being able to help other young people in our stores develop and hopefully give them the same opportunities I was given.

“As Soul Origin continues to expand, I want to keep building my business alongside it and help others progress with us too.”

“As Soul Origin has grown, we have retained the close relationships and personal support of a family business while drawing on the scale, systems and resources of a much larger network. I am incredibly proud of what we have achieved together,” Hao Quach said.

As Soul Origin expands into formats with longer trading hours, it plans to broaden its all-day offer, including developing a dinner menu. Coffee remains its core frequency driver, with around 30,000 cups served each day, while iced drinks and matcha are helping extend the brand’s relevance beyond lunch. New sides and add-ons initially tested through its drive-through format are also being rolled out more widely across the network.

“Soul Origin began with its founders and family members wearing many hats and doing whatever was required to establish and grow the business,” Hao Quach said.

“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.”

Fresh food made daily and quality specialty coffee have been at the heart of Soul Origin for 15 years and will continue to underpin its growth into new locations, formats and markets.