Soul Origin to Double Store Network to 400 Locations over 10 Years

Longer operating hours in roadside and transit hubs require a wider menu. Kitchens across the network are rolling out hot dinner items, matcha drinks and expanded iced beverage selections. Soul Origin is also taking side dishes and add-ons first tested in its drive-through prototypes and adding them to traditional metro counters.

Franchise Pressures and Highway Formats

Transitioning from enclosed shopping mall food courts into roadside and transit locations alters the underlying store economics. Food court units rely on captive foot traffic with heavy daytime peaks, whereas highway service centres and airport terminals demand split-shift staffing, higher capital expenditure for kitchen fit-outs and steady evening volume to recover rent.

Competing quick-service operators across Australia and the wider region have pursued identical fuel-convenience partnerships to escape rising mall occupancy costs. For Soul Origin, sustaining average transaction values during afternoon and dinner trading will determine whether these extended-hour formats generate acceptable returns for franchise partners.

Management Transition at Fifteen Years

The expansion plan arrives as the company marks 15 years since its founding as a single family-run food outlet. Current chief financial officer George Gebran will step into the chief executive role on October 1 to manage the operational expansion.

Co-founder and current managing director Hao Quach will step down from day-to-day management on the same date. Quach will remain with the business to focus on long-term strategy, market entry and corporate development.

Network development will center on the delivery of the six pre-Christmas openings, the performance of the new Sydney Airport terminal site, and the execution of the 10-store pipeline planned for New Zealand through 2028.