A franchise with soul; Why Soul Origin isn’t slowing down

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Inside Franchise Business: A franchise with soul; Why Soul Origin isn’t slowing downFrom humble beginnings in 2011, Soul Origin has grown its three stores to 106 now trading nationally.

After being awarded one of Australia’s fastest growing franchises in 2017, Soul Origin has exploded onto the scene serving food that is good for the soul. 

The brand was born with a strong focus on fresh, quick and nutritious salads and sandwiches that are easy to grab and go, with equally impressive coffee that is made by in house trained baristas.

Coupled that with a customer experience that is fun, engaging and personal, Soul Origin has found their unique stride in the market. 

In 2018, Soul Origin celebrated a major milestone at Casuarina Square with the launch of its first store in the Northern Territory. Following the successful opening in NT, the brand then opened their first two stores in Western Australia, on Hay Street in the Perth CBD and Belmont Forum Shopping Centre.

Chief operating officer, Adam Neill said, “we have had impressive growth, especially over the last four years and have no plans in slowing down. We have placed an importance on growing responsibly and strategically and not just for the sake of increasing our store numbers”. 

The recruitment process plays an important part in the expansion plans of the brand, with strict criteria in place to ensure the right franchise partners are recruited from day one.

According to Neill, “whilst growth is a key focus, so is ensuring we uphold the integrity of our franchise partner network by bringing on board new franchise partners who are aligned with our key values and who are passionate about the Soul Origin brand”.

Regional growth is also proving to be a key focus, with opportunities in larger regional shopping centres around Australia.

In August, Soul Origin took its moveable pop-up store through North Queensland, rolling into shopping centres from Bundaberg up to Townsville, introducing the brand and concept to the communities.

With free salad samples and free coffee all day on offer, the product and business model were very well received, with locals excited at the prospect of a Soul Origin store opening soon.

The brand is currently in the late stages of rolling out a new smaller kiosk concept at Green Hills in NSW to provide its customers with specialty coffee and nutritious food on the go. This will open further opportunities where previously sites have been too small to host a standard size kiosk. 

“We have significant expansion plans for next year and will continue to expand across all states," Neill said.

"We are excited to see continued growth amongst our existing franchise partner network and we are speaking with many of our franchise partners who are wanting to expand within the brand”."

With aggressive expansion plans scheduled for 2019, Soul Origin is on track for another exciting year ahead. 

To find out more about Soul Origin, or to view available franchise opportunities, click here.

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