What Soul Origin does

Soul Origin (Australia) Pty Ltd is an Australian privately-held quick-service restaurant franchisor headquartered at 580 Parramatta Road, Petersham NSW. Founded around 2010 with the mission of providing fresh, nutritious daily-prepared food alongside specialty-grade coffee, the company has scaled to 170+ franchise stores across Australia and New Zealand through a franchise-led distribution model, with one in three franchise partners operating multiple sites and a stated plan to add 20–25 new stores annually.

The core operating model centres on a franchise network with four store formats — Piccolo ($320k–$390k + GST), Traditional ($425k–$525k + GST), Bespoke ($600k+ + GST), and Drive Thru — supported by a 6-week franchisee training program and ongoing Area Coach engagement. The product offering spans salads, soups, SO Tiger Buns, baguettes, paninis, wraps, breakfast items, and specialty coffee, with signature items such as SO Tiger Buns promoted via an NRL brand ambassador (Jarome Luai). Supporting platforms include a Shopify-powered e-commerce site, the Order Ahead / Soulmates mobile app (built on Shift8) integrating loyalty rewards and order-ahead functionality, a catering portal, an SO Espresso D2C store for coffee beans and cold brew, and third-party delivery integrations with Uber Eats and Menulog.

Soul Origin monetises through initial franchise fees, ongoing royalties, and product supply to its franchisee base, supplemented by direct-to-consumer e-commerce, catering, and community-led brand activity (Eat Up, OzHarvest, Think Pink Foundation). The company holds a maximum 5-star Frandata franchise rating and was named a Top Franchise 2025, supporting franchise recruitment; a recent operational milestone was the opening of its first Melbourne drive-thru in October 2025.

Name

Soul Origin

Legal name

Soul Origin (Australia) Pty Ltd

Website

https://soulorigin.com.au

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Soul Origin is an Australian franchise quick-service restaurant chain operating 170+ stores across Australia and New Zealand, serving fresh daily-prepared salads, soups, buns, baguettes, and specialty coffee to on-the-go urban consumers through franchise, drive-thru, catering, and D2C channels.

Ownership category

akta.pro rank

Product category

Quick Service Restaurant / Café Chain

NAICS

Snack and Nonalcoholic Beverage Bars (722515), Caterers (722320)

SIC

Retail-Eating Places (5812), Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Breakfast & Coffee QSR (THAFAAAI)

akta.pro secondary industries

Multi-Concept / Global QSR Chains (Mixed Menus) (THAFAAAO), Mobile / On-Site Catering (Food Trucks for Events, Pop-Ups) (THAFAIAJ)

Keywords

• Specialty coffee retail
• Fresh food franchise
• Quick service restaurant
• Café chain
• Food and beverage

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Franchise Fees and Store Sales: Soul Origin operates as a franchisor. Franchise partners pay an initial investment of $300,000–$500,000+ GST for new store formats (Piccolo, Traditional, Bespoke, Drive Thru). Average store sales are $1.5M per annum. The franchise system generates revenue through franchise fees, ongoing royalties, and product supply to franchisees.
2. Retail Store Sales (Food & Beverage): Direct sales of fresh food (salads, soups, SO Tiger Buns, baguettes, paninis, wraps, breakfast items) and specialty coffee beverages to consumers across 170+ franchise stores in Australia and New Zealand. Catering orders and Order Ahead (delivery/pick-up) are also revenue streams.
3. SO Espresso Online Store: Soul Origin sells coffee beans (House Blend 1kg and 500g), Cold Brew Pure Black 2L, and Vegan Chai through its dedicated online store at shop.soulorigin.com.au.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Soul Origin is an Australian quick-service restaurant franchise that prepares and sells fresh, nutritious food daily (salads, soups, SO Tiger Buns, baguettes, paninis, wraps, breakfast items) alongside a Specialty Coffee program built on direct-sourced, Australian-roasted, barista-crafted beans. The company also operates Catering by Soul Origin for events and workplaces, the SO Espresso online coffee store, the Soulmates loyalty program, and the Order Ahead mobile app, all delivered through 170+ franchise stores across Australia and New Zealand.

Product overview

Soul Origin is a quick-service restaurant chain offering fresh, nutritious food and specialty coffee across Australia and New Zealand. The core offering includes a diverse menu of salads, soups, SO Tiger Buns, baguettes, paninis, wraps, and breakfast items, all prepared fresh daily. The product portfolio centers on the main in-store dining experience supplemented by catering services (Catering by Soul Origin), an e-commerce channel for retail coffee products (SO Espresso), a loyalty program (Soulmates), and a mobile ordering app (Order Ahead). The brand operates over 170 franchise locations and recently expanded into drive-thru formats as part of its national growth strategy.

Differentiator

Problem solved

Functional benefit

Brands

• SO Espresso: Online coffee store selling Soul Origin coffee beans, cold brew, and chai products.
• Soulmates

Products and services

• Soul Origin In-Store Menu (Salads, Soups, Baguettes, Paninis, Wraps, Breakfast) Daily-fresh food menu served across 170+ franchise stores in Australia and New Zealand, including salads, soups, SO Tiger Buns, baguettes, paninis, wraps, and breakfast items prepared in-store each day, targeted at consumers seeking nutritious, convenient meal options.
• Specialty Coffee Program Specialty-grade coffee program featuring premium-grade beans sourced directly from origin farms, graded by trained evaluators, roasted in Australia, and barista-crafted in-store, served with a 'Sure Guarantee' that replaces any cup that does not meet standards. Targeted at coffee-conscious consumers across all Soul Origin stores.
• SO Tiger Buns Signature Tiger-style buns with a crispy cracked crust and pillowy softness, available in multiple variants (Crunchy Chicken & Cheese, Spicy Crunchy Chicken, BBQ Steak), promoted by brand ambassador Jarome Luai and sold in-store, via catering, and through delivery channels.
• Soul Origin Soups Seasonal soup menu made fresh daily with wholesome ingredients, featuring flavours such as Pumpkin, Chicken & Corn, Tuscan Veg, Mushroom with Truffle, Hearty Chicken, and Spiced Carrot, served as a standalone menu category or paired with herb bread and soup soldiers.
• SO Espresso Online Store Direct-to-consumer e-commerce store selling House Blend coffee beans (1kg and 500g), Cold Brew Pure Black 2L, and Vegan Chai, using only direct-sourced, premium-grade beans for home delivery.
• Catering by Soul Origin Corporate and event catering service offering grazing platters, fresh wraps, sliders, SO Buns, and other menu items with customisable packages for meetings, events, team occasions, and celebrations, available for delivery or pick-up.
• Soulmates Loyalty Program Free-to-join mobile loyalty program offering 1 point per qualifying visit (spend over $3), $5 reward for every 5 visits, free coffee on sign-up (small hot coffee, regular milk), birthday treats, and exclusive monthly offers for retail consumers.
• Soul Origin Franchise Opportunities Franchise opportunity for aspiring owner-operators to operate a Soul Origin store under four formats (Piccolo compact, Traditional, Bespoke, and Drive Thru), with initial investment of $320k-$600k+ GST inclusive of fit-out, equipment, training, and documentation fees, supported by a 6-week training program and ongoing Area Coach support.
• Summer Chicken Mango Salad Seasonal salad product launched as part of Soul Origin's rotating salad menu, featuring poached chicken, cos lettuce, mango, cucumber, pomegranate, and a ginger-lime-coriander dressing.
• Green Goddess Salad Seasonal salad product combining cos lettuce, chickpeas, avocado, cherry tomatoes, and pepita seeds, with onion and cucumber notes, launched as part of Soul Origin's rotating seasonal salad menu.
• Iced Matcha Flavors Range Expanded iced matcha beverage line featuring five flavours (Blueberry, Mango, Passionfruit, Strawberry, Dirty Matcha), extending the Soul Origin cold beverage menu.
• OG Pasta Salads New pasta salad product line combining pasta with assorted ingredients in a salad format, launched as a menu extension to the Soul Origin salad category.
• Beef Brisket Baguette Range Two new beef brisket baguette SKUs added to the Soul Origin baguette lineup, positioned for flavour-led offerings in the baguette category.
• Iced Blends Made with KITKAT Co-branded iced beverage line of four flavours made with KITKAT chocolate, launched as a cold beverage extension within the Soul Origin menu.
• SO Mash Ups made with Millybar Limited-edition co-branded iced beverages made with Millybar chocolate bars, launched as a seasonal cold beverage offering.
• Baguette Deli Range Range of thoughtfully assembled baguettes made with premium ingredients, launched as an extension of the Soul Origin baguette category.

Quantifiable outcome

• $1.5M average store sales per annum across the franchise network
• +3 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature3 records

Partnerships

Eight partnerships are on record, tiered minor and core.

• Drive-thru expansion partners (property developers and landlords)minorOthers · 23 October 2025Soul Origin opened its first Melbourne drive-thru as part of its national expansion strategy, targeting 20-25 new stores annually, many in drive-thru format. The co-founder Hao Quach discussed the growth strategy.
• Centrum and Chemist WarehouseminorGTM or Marketing Partner · 12 May 2025Soul Origin partnered with Centrum (multivitamin brand) and Chemist Warehouse for a promotional campaign: customers who purchased Centrum multivitamins received two free Soul Origin salads, with a chance to win $100 vouchers. Campaign ran from May to June 2025.
• Eat UpcoreStrategic or Co-development PartnerSoul Origin partners with Eat Up, a national charity providing free school lunches to disadvantaged children. Soul Origin's support enables Eat Up to make 68,000 sandwiches per year, delivered with nutritious snacks to schools in NSW, NT, QLD, VIC, and WA — reaching 1,000+ schools and delivering 1.3 million lunches annually.
• OzHarvestcoreStrategic or Co-development PartnerSoul Origin partnered with OzHarvest, Australia's leading food rescue charity, to donate 21,000 meals as part of its philosophy that everyone deserves to eat fresh nutritious food. The partnership addressed food insecurity across Australia.
• Think Pink FoundationminorStrategic or Co-development PartnerSoul Origin partnered with the Think Pink Foundation to support breast cancer patients. In the lead-up to Mother's Day, proceeds from Mother's Day Grazing Platters were donated to the foundation. The partnership raises awareness and funds for those affected by breast cancer.
• The Alternative Dairy CocoreStrategic or Co-development PartnerSoul Origin launched a major partnership with The Alternative Dairy Co as its dairy-free milk supplier across all stores, supporting the growing demand for plant-based milk options and expanding the beverage menu to include vegan chai latte and other dairy-free drinks.
• Uber Eats and MenulogcoreChannel Partner/ Reseller/ DistributorSoul Origin is partnered with Uber Eats and Menulog for third-party food delivery, allowing customers to order Soul Origin food for home delivery through these platforms.
• BDC Franchise Recruitment PartnersminorImplementation/ SI/ Consulting PartnerSoul Origin uses the services of BDC Franchise Recruitment Partners in the process of recruiting, screening, and selecting franchisees on its behalf.

Scale indicators10 records

Recent moves9 records

Expansion highlights6 records

Direct peers

• The Coffee Club: Australia's largest domestically-owned café franchise network with a comparable all-day breakfast/lunch menu and specialty coffee proposition across 400+ stores. Most directly comparable on franchise model, customer demographic, and store-daypart mix.
• Gloria Jean's Coffees: Long-established Australian specialty coffee QSR franchisor with similar mall and storefront distribution. Competes head-to-head with Soul Origin on coffee quality, breakfast/lunch menu, and franchise partner recruitment.
• Hudson Coffee: Australian specialty coffee chain with comparable barista-crafted coffee positioning and food offering. Closest direct competitor on specialty-coffee differentiation and urban café trade areas.
• Zarraffa's Coffee: Australian specialty coffee QSR franchisor with drive-thru presence, directly comparable to Soul Origin on coffee-led QSR positioning and franchise-led growth model.
• Muzz Buzz: Australian drive-thru coffee franchise with a similar growth playbook around drive-thru format expansion. Comparable on franchise economics and specialty coffee daypart focus.
• Schnitz: Australian QSR franchise specialising in schnitzel-based menu with comparable store-level economics and franchise expansion cadence. Competes on healthy QSR positioning and franchise-driven national footprint.

Broad incumbents

• Starbucks Australia: Global specialty coffee QSR incumbent operating across Australia. Overlaps on coffee menu and café daypart but offers broader brand scale and broader portfolio (Frappuccinos, retail beans) Soul Origin cannot match.
• McDonald's Australia (McCafé): Australia's largest QSR by footprint with the McCafé daypart extension. A broad incumbent whose coffee-led menu directly overlaps with Soul Origin's specialty positioning at typically lower price points.

Emerging players

• Campos Coffee: Specialty coffee brand with growing retail footprint and a strong barista reputation. Comparable on specialty coffee quality narrative but smaller scale and less franchised than Soul Origin.

Regional players

• Boost Juice: Australian healthy QSR franchisor with a comparable fresh-food positioning, multi-format model, and international (ANZ + SE Asia) expansion story. Less direct on coffee but comparable on healthy QSR franchise thesis.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/soulorigin
• Instagraminstagram.com/soulorigin
• Pinterestpinterest.com.au/SoulOrigin__
• TikToktiktok.com/@soul_origin
• Xx.com/souloriginau

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Soul Origin