SOUL ORIGIN CELEBRATES 15 YEARS

To lead the business through its next phase, Soul Origin's current Chief Financial Officer George Gebran will become Chief Executive Officer on 1 October 2026. Having worked alongside Soul Origin’s founders for the past seven years, George knows the business and its strategy well and has helped shape the structure that has supported its growth. His appointment marks a natural evolution in Soul Origin’s leadership.

George Gebran said Soul Origin’s next phase would focus on making fresh food and specialty coffee more accessible to more customers, including through opportunities beyond its traditional shopping-centre network.

Soul Origin co-founder and Managing Director Hao Quach will step back from day-to-day responsibilities but remain closely involved. He will focus on long-term strategy and future growth opportunities, including continued expansion in New Zealand, additional formats and the exploration of further international markets.

Alongside continued growth in shopping centres, Soul Origin is expanding through regional locations, drive-throughs, airports, hospitals, universities and service-centre partnerships and progressing towards opening six new stores before Christmas 2026. 

Soul Origin currently operates four stores in New Zealand, including two airport locations, and plans to open approximately 10 additional stores across the country over the next two years. Hao Quach said these developments would deepen the business’s understanding of how its offer resonates with customers from different markets.

“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.”

Nurturing young souls

Johnny Phung joined Soul Origin in 2011 as a young team member in Sydney, when the business was still in its early years. As Soul Origin grew, so did Johnny. He began at Town Hall, the original store, helped the founders establish new stores and went on to run the company-owned Bondi Junction store. With each step, he gained new experience, took on more responsibility and learned what it takes to successfully operate a Soul Origin store.

Johnny eventually became a Franchise Partner, first at Sydney Airport T2 and then Adelaide Airport. Today, he is an experienced multi-site operator preparing for his next chapter: the upcoming T1 International flagship store. His story shows what growing with a network can look like, from being given an opportunity and learning from those around you to building a business of your own. Now, his journey is coming full circle as he supports the next generation of young team members.

Johnny said, “I really feel like I’ve grown up with Soul Origin. I joined when I was young, and the business was still growing too. Along the way, I had people who supported me, taught me and gave me opportunities to take that next step.

“Today, I’m a multi-site Franchise Partner, but I haven’t forgotten where I started. One of the best parts of being in this position is being able to help other young people in our stores develop and hopefully give them the same opportunities I was given.”