RAPID SUCCESS

18 months ago, we spoke to Chirayu (CJ) Patel, Soul Origin’s first franchisee in New Zealand. CJ had just opened the first two stores for the healthy food retail brand he already knew very well. Since then, Soul Origin has continued to prove its popularity, and CJ has now opened his third and fourth stores in Auckland, including one at Westfield Newmarket.

With its signature mix of vibrant fresh food and expertly crafted coffee, the Australian brand has struck a chord with Kiwi customers – and the pace of expansion is accelerating.

Andrew Benefield, who looks after franchise development for Soul Origin, says, “Each new opening has delivered impressive results, with sales tracking above expectations and customer enthusiasm building with every passing month.”

Doing due diligence

CJ says he put a huge amount of time into researching the potential for Soul Origin in New Zealand. An engineer by profession, he had owned and operated a number of franchises in partnership with Soul Origin in Western Australia and was looking for the opportunity to open up a new market.

“I first came over in 2022 to do some market research and to talk to other business owners and New Zealand-based franchise advisors.

“I knew that we’d be facing different demographics and challenges, especially since we are used to Soul Origin being such a well-known brand in Australia, but I had the determination to learn and a brand of real value behind me. It was an educated and calculated risk.

“The team at Soul Origin are great, they are sharp operators. There are over 170 stores in Australia now so by necessity it functions like a corporate but still has a strong family element. They recommended specific sites and we opened in both the domestic and international terminals of Auckland Airport, as well as at the prestigious new Mānawa Bay development.”

Two months ago, CJ also opened a fourth Soul Origin in Westfield Newmarket, to prove the concept works in regular shopping centres in New Zealand too. “Whenever I go to a shopping centre with my wife, she looks at the sales and I look at opportunities.

“I do believe in doing thorough due diligence. I spent about four or five days in the Newmarket centre, observing and monitoring, talking to shoppers, store managers, even cleaners and security personnel to get a real insider’s perspective before signing the lease.”

Meeting changing tastes

As the brand expands, explains Andrew, Soul Origin has gained deeper insights into New Zealand’s preferences around flavour, freshness, value and convenience. Those learnings have been used to refine menus, tailor product mixes, and optimise store operations to suit local habits.

“There is nothing like Soul Origin here,” says CJ, “and the demand has been huge. We get a lot of compliments and people saying, ‘Why don’t you open more near us.’ Kiwis now want fresh food prepared daily, premium coffee, and fast service – exactly what Soul Origin delivers.”

Smarter supply, better economics

Andrew says that one of the biggest steps forward in recent months has been the evolution of the New Zealand supply chain. The team has worked hard to strengthen relationships with local suppliers, sourcing more ingredients within New Zealand wherever possible.

This shift has brought two major advantages – lower costs for incoming franchise partners and more consistent freshness and availability across the menu.

By tightening logistics and reducing reliance on imported product, Andrew believes that Soul Origin has improved quality while setting the foundation for faster national expansion.

Support for Soul Origin franchisees is likened to a four-legged stool, with the legs representing partners, suppliers, landlords and the franchise.

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.

The right time for a powerful opportunity

With four strong stores now active and the brand profile rising quickly, Andrew says there has been a noticeable uptick in franchise enquiries.

“We’ve got potential partners currently reviewing spaces in high traffic Auckland shopping centres and key CBD locations. There is clearly a growing appetite among investors to align with a brand that has proven capability, strong support systems and a highly scalable model.

“We are interested in talking to other potential franchise partners like CJ, with an eye for multi-unit development, but also to those with more modest ambitions, and in other major cities and key regional towns. The investment level depends on the size and location of stores of interest – whether that’s a kiosk-style outlet in a shopping centre, or a standalone store on a town’s main street.

“Soul Origin’s New Zealand rollout is still in its early chapters – but the progress so far points to a powerful opportunity ahead. With supply lines strengthened, operational learnings embedded, and customer demand rising, new franchisees can join the brand at a moment where momentum is clearly on their side.

“Those seeking a fresh, food focused business with strong brand recognition and a supportive franchise system will find Soul Origin well positioned for significant expansion across New Zealand. Call me today to find out more.”  

See this advertorial on page 9 of Franchise New Zealand magazine Year 35 Issue 01

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