franchise.co.nz – PUTTING PEOPLE IN BUSINESS
Soul Origin
www.soulorigin.co.nz
Contact
Trent Graham
Franchise Development
Executive
0061 421 908 161
trentg@soulorigin.com.au
Advertiser Info
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.”
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
RAPID
SUCCESS
Opportunity: Food & Beverage
Soul Origin’s New Zealand
rollout gathers serious
momentum and creates
powerful opportunities for
franchise partners
Soul Origin franchisee CJ Patel
(sixth from left) celebrating with
his team at Westfield Newmarket
‘Kiwis want fresh food prepared daily,
premium coffee and fast service’