Soul Origin outlines aggressive expansion plan – BeanScene

Soul Origin has revealed its plan to more than double its total store count over the next ten years, targeting about 400 global locations.

The business has grown to currently operate 178 locations across Australia and New Zealand since opening its first store 15 years ago.

To achieve this rapid projected growth, current Soul Origin CFO George Gebran will become the company’s new CEO, while Co-Founder and Managing Director Hao Quach will focus on long-term strategy.

“A key part of my focus will be identifying where the brand has the strongest opportunities internationally and ensuring we approach each new market with a clear understanding of local customers,” Hao says.

New Zealand looks to be key to this long-term growth, with the brand stating it plans to open 10 new stores in the nation over the next two years, which would more than triple its current store count of four if achieved.

It will also target more regional areas of Australia following successful expansion into regional hubs Darwin and Cairns.

George says that, as CEO, he will continue to explore regional opportunities in Queensland, Victoria, and New South Wales, alongside drive-thru stores and a hybrid service-centre model alongside Ampol.

“Each format gives us an opportunity to reach customers at a different point in their day,” he says.

“We will draw on customer insights and the experience gained across our network to tailor the menu, service model, and operations while keeping fresh food and specialty coffee at the centre of the offer.”

Soul Origin is also allocating $1 million to technology upgrades in 2026, rebuilding its app and loyalty platform, and rolling out digital menu boards.

More than 80 per cent of its stores now use FLOW, which it says gives barista live, objective visibility into every coffee extraction, acting as a “live coffee coach”.

Finally, the brand is also developing a dinner menu in a bid to capture more customers in shifting dayparts.