Soul Origin to launch 35 coffee-focused rebranded restaurants by 2025

The new design was the result of two years of research and customer feedback.

After debuting its newly redesigned restaurant in Parramatta, Soul Origin has plans to launch 35 more by 2025.

Adam Neil, Chief Operating Officer of Soul Origin said their refurbishment plans include updating 15 of its more than 150 restaurants whilst 20 new ones will be built in 2025.

Neil explained that the new look is the result of two years of thorough research, which revealed that customers were seeking a refresh. Soul Origin used this feedback to further differentiate itself within the market.

What sets this design apart is Soul Origin's decision to make its coffee offering the focal point of the restaurant refresh. The updated layout includes dedicated coffee zones which Neil said aims to showcase the chain’s passion for barista-made beverages.

For a brand renowned for its fresh food and quality coffee, the redesign emphasises elevating both. “The coffee area was a big focus to do our exceptional barista-made coffee justice,” Neil said. He added that by introducing standalone coffee stations, Soul Origin has created an inviting environment that not only draws attention to its beverages but also strengthens its brand identity.

This focus is complemented by the use of natural textures and warm tones, creating a local and welcoming atmosphere. The enhanced design includes digital menu boards strategically positioned to tell the brand’s story whilst highlighting menu items with visually engaging content.

“We display throughout the new redesign natural and light textures and natural finishes to ensure it has a local feel,” Neil adds. These touches align with Soul Origin’s broader mission of delivering freshness and quality every day.

Neil said that to support franchisees in the transition to the new design, the cost of these rebranded stores will be no more than the current cost structures for its restaurants.

The Parramatta flagship is just the beginning. Soul Origin has outlined an ambitious plan to roll out the new design across its network, including 15 existing stores and 20 new ones by 2025. Two of these will feature the brand’s first drive-through stores, marking another milestone in its growth.

Scaling for international growth

Having launched in New Zealand earlier this year, the brand is exploring further international markets whilst adapting its store formats to suit diverse footprints.

One such initiative is the launch of the brand’s first drive-thru concept which will be in 2025.

“This has been a work in progress for over two years,” Neil notes. “It is almost immeasurable in terms of hours and expertise that have been invested.”