Soul Origin plans around 10 more New Zealand stores

Soul Origin plans to open approximately 10 additional stores in New Zealand over the next two years, building on a four-store presence that already includes two airport locations. The expansion forms part of the coffee and fresh-food brand’s next growth phase as it marks 15 years in business and changes its senior leadership.

New Zealand expansion builds on four stores

According to Franchise New Zealand’s 6 October report, Soul Origin currently operates four stores in New Zealand. Its planned additions would take that footprint to around 14 locations if delivered as outlined, making the proposed programme a substantial increase on its existing presence.

The target is a plan rather than a tally of confirmed openings. The report does not identify the locations of the approximately 10 additional stores or give individual opening dates, beyond the two-year timeframe.

Two of Soul Origin’s existing New Zealand stores are at airports. That gives its local footprint a different setting alongside the shopping-centre network that has traditionally been central to the wider business.

For New Zealand’s franchise community, the key development is the scale of the proposed local expansion. The business has identified continued New Zealand growth as part of its longer-term strategy, rather than simply including the country in a general statement about international ambitions.

Leadership changes accompany the growth plans

The anniversary announcement also sets out a leadership transition. George Gebran, previously Soul Origin’s Chief Financial Officer, was named to become Chief Executive Officer from 1 October 2026.

Co-founder and Managing Director Hao Quach is stepping back from day-to-day responsibilities while remaining closely involved in the business. His focus will be long-term strategy and future growth opportunities.

Those responsibilities include continued expansion in New Zealand, additional operating formats and the exploration of further international markets. The distinction matters: New Zealand is already an operating market for Soul Origin, while other international opportunities remain under exploration.

Gebran said the next phase would focus on making fresh food and specialty coffee accessible to more customers, including through opportunities beyond the brand’s traditional shopping-centre network. The leadership announcement therefore links the next stage of growth to both broader customer access and a wider range of locations.

Growth extends beyond shopping centres

Soul Origin was founded in Sydney in 2011 with the aim of making quality specialty coffee and fresh, healthier food more accessible. It has since grown from a small family-run business to a network of 178 locations, recording around 22 million customer visits each year.

Those figures describe the wider network, not its New Zealand operations. They provide context for the business behind the local expansion but should not be read as measures of New Zealand sales or customer demand.

Alongside continued shopping-centre growth, Soul Origin is expanding through regional locations, drive-throughs, airports, hospitals, universities and service-centre partnerships. These are directions for the broader business; the announcement does not allocate each format to the New Zealand programme.

The brand is also progressing towards six new store openings before Christmas 2026. That near-term target is separate from the approximately 10 additional New Zealand stores planned over two years. The report does not say those six openings are all in New Zealand, so the two figures should not be combined into a larger local forecast.

What prospective franchise partners should consider

The anniversary report also illustrates multi-site franchise ownership within the network. It describes franchise partner Johnny’s progression from Sydney Airport T2 to Adelaide Airport, and his preparations for an upcoming T1 International flagship store.

That example demonstrates an airport-based franchise pathway within Soul Origin, but it is not an announcement of a New Zealand franchise opportunity. Likewise, the local growth target does not itself establish which sites will be available to new partners or the terms on which they might operate.

Practical takeaway: Prospective New Zealand franchise partners should treat the expansion announcement as a reason to investigate, not as a confirmed site offer. Ask which local locations and formats are planned, what the opening timetable involves, and what investment and operational support apply to each opportunity.