For the love of food

Soul Origin is one of the most exciting franchises to hit the local food industry in recent times and presents a standout business opportunity. 

Launched in Australia in 2011, the franchise is anchored on a passion for ‘food and family’, as well as customer connection and service. It’s a concept inspired by co-founder Hao Quach’s experience as a young man growing up in Sydney, when specialty coffee stores were tucked away in the city’s back lanes.

“There was a gaping hole in the market, back then, for food that was freshly made daily, especially in the food halls,” he recalls.

Five Soul Origin stores were launched within the first two years, proving the business’s franchise formula while building a full support team for training, operations, finance, IT and marketing.

Popularity soared; Soul Origin went on to open 100 stores in just three years. Today, there are 160 across Australia. And now, it’s New Zealand’s turn.

The first two stores are already successfully up and running – one at Auckland’s Mānawa Bay outlet shopping centre and another inside the city’s domestic airport terminal. A third is due to open in the international airport terminal in early 2025. 

A franchisee’s perspective

Chirayu Patel (CJ) has been a Soul Origin franchise partner since 2018, owning as many as eight stores. CJ had always wanted to own and operate a food business when he heard about Soul Origin through a friend.

“The demand for good coffee and healthy, nutritious food is at an all-time high and Soul Origin has successfully positioned itself within this healthy QSR market segment,” he says. 

Seeing Soul Origin stores in operation and talking with existing franchise partners gave him the confidence to invest. Now, CJ has crossed the Tasman to be the first New Zealand franchisee.

“It’s amazing to be part of history,” he says. “We’re grateful to Soul Origin and its founders for trusting us with this great opportunity.”

CJ says the experience has met all expectations and he likes how he is treated as a franchise partner. “They have an excellent support network. Help is always available. They listen to us as franchise partners and are both accommodating and practical.

No compromises

The Soul Origin franchise has been successfully set up in New Zealand with a solid supply chain that doesn’t compromise quality and taste. CJ says the franchise ensured he is fully educated on New Zealand’s employment rules and his roles and responsibilities as an employer.

“When we first opened, a support team was with us for almost two weeks to help train the crew and ensure our day-to-day operations are running smoothly. We also have a wonderful area coach who visits frequently and is just a phone call away whenever we need any help.”

He says feedback from customers on the coffee and food, and whole experience, has been overwhelmingly positive.

All about the customer

“We treat every customer how we want to be treated,” explains Hao. “That’s the difference. Our philosophy is to be the perfect host, to treat each customer as our guest. We’re not there just to take orders.”

He emphasises Soul Origin’s family eco-system ensures every franchisee is ‘plugged-in’. “You’re part of a family,” he says. “And we encourage good ideas to be passed on to other franchisees. It’s a sharing eco-system that everyone benefits from.”

Supported all the way

Support for Soul Origin franchisees is like a four-legged stool, says Hao; the support legs represent partners, suppliers, landlords and the franchise. To ensure franchise candidates fully understand the business, they’re connected with other franchisees, lawyers and accountants.

A ‘discovery day’ allows potential franchisees to spend time in store. This is followed by a six-week training programme. Once franchisees are set-up in their own Soul Origin store, they receive ongoing, comprehensive in store training and marketing support to ensure they remain up to speed.

Cutting edge technology is deployed on a catering portal, as well as a local delivery service and online ordering platform, which lets customers place their orders in advance.

Options to suit

Additional Soul Origin franchise opportunities in New Zealand will be revealed over the next 12 months. Hao says opening further franchise sites will involve a process around site selection and choosing franchise partners using a careful selection criterion.

There are different models to suit the market and budgets, he explains, ranging from the smallest kiosk-style franchises in local shopping centres to ‘normal’ size models, which make up the bulk of existing franchises, as well as high-end models at international airports.

Now’s the time to express an interest, says Hao. “We want you to have as much information from existing franchisees as possible, to help you make your decision.” And, after talking with customers at the new Mānawa Bay store, he’s impressed by the level of local excitement around the arrival of a bright new brand with big promise, suggesting the decision to invest ought to be an easy one.  

See this advertorial on page 11 of Franchise New Zealand magazine Year 33 Issue 04 

Contact details for Soul Origin 

For more information and advice on buying a franchise get your FREE copy of Franchise New Zealand magazine. 

 

We welcome links from other websites to this article. Please note that this article is copyright © Eden Exchange NZ Holdings Limited, Franchise New Zealand magazine and Franchise New Zealand On Line. While it may be downloaded for personal use, no part may be reproduced on any other website, in electronic or printed form or in any other form whatsoever.