21/06/2026
Hey everyone, it’s Amit - founder of Soul Burger.
7 months ago I worked my last shift within the business & since then remained on call to help any new incoming owners. And now, after 11 years, I’m formally moving on from SB.
10 years ago, I was certain meat alternatives would follow the path of plant-based milks. On every menu, in every café/restaurant. For the first 5 years our whole category saw blistering growth. Beyond Meat was on a stock market tear and every national food chain was adding meat alternatives to their menus; Coles & Woolies had whole alt meat aisles.
Sadly that demand didn’t hold. Today alt milks make up more than 15% of the global milk market, alt meats have fallen to below 1%. In the decades to come, I hope they re-emerge. Blended, cultivated, plant-based - I’ll always back any alt meats that can change our world & reduce animal suffering.
We never reached our national ambition & still – what a ride! We won national awards. We opened multiple stores. We built a real community & helped change our food culture for the better.
One third of my life was spent building this brand. From the initial 12 hour days, juggling med school & falling asleep in my car outside the restaurant.
So many memories! Food trucks. Lines. Staff parties. Animal Sanctuary Visits & backing charities we loved. Working with inspiring at-risk & refugee youth. Watching 17 yo crew grow into amazing adults over a decade.
Thank you to our regulars – Kieran, Peter, Alison, Iris, Tijana & many more. Our investors who believed in us, I’m sorry we couldn’t build that national group we aspired for. It wasn’t for lack of trying.
Thank you to our franchisees for believing in this brand. And of course our staff over the years — Rabin, Ranjhana, Apu, Sujeep, Sanish, Rohit, Rahul, Sandeep, Nabin, Shama, Tamanna, Edwina, Klara, Annie, Priyanka, Hari, Himalaya, Gloria, Nista, Sung, Kuzzy & many more.
And to my now wife KT who supported me through v hard times, & my parents who backed my every step, including helping build that first store, painting the walls, rendering cement.
One full Soul Burger store stands, in Glebe, & I’ll be cheering them on.
Hey everyone, it’s Amit - founder of Soul Burger.
7 months ago I worked my last shift within the business & since then remained on call to help any new incoming owners. And now, after 11 years, I’m formally moving on from SB.
10 years ago, I was certain meat alternatives would follow the path of plant-based milks. On every menu, in every café/restaurant. For the first 5 years our whole category saw blistering growth. Beyond Meat was on a stock market tear and every national food chain was adding meat alternatives to their menus; Coles & Woolies had whole alt meat aisles.
Sadly that demand didn’t hold. Today alt milks make up more than 15% of the global milk market, alt meats have fallen to below 1%. In the decades to come, I hope they re-emerge. Blended, cultivated, plant-based - I’ll always back any alt meats that can change our world & reduce animal suffering.
We never reached our national ambition & still – what a ride! We won national awards. We opened multiple stores. We built a real community & helped change our food culture for the better.
One third of my life was spent building this brand. From the initial 12 hour days, juggling med school & falling asleep in my car outside the restaurant.
So many memories! Food trucks. Lines. Staff parties. Animal Sanctuary Visits & backing charities we loved. Working with inspiring at-risk & refugee youth. Watching 17 yo crew grow into amazing adults over a decade.
Thank you to our regulars – Kieran, Peter, Alison, Iris, Tijana & many more. Our investors who believed in us, I’m sorry we couldn’t build that national group we aspired for. It wasn’t for lack of trying.
Thank you to our franchisees for believing in this brand. And of course our staff over the years — Rabin, Ranjhana, Apu, Sujeep, Sanish, Rohit, Rahul, Sandeep, Nabin, Shama, Tamanna, Edwina, Klara, Annie, Priyanka, Hari, Himalaya, Gloria, Nista, Sung, Kuzzy & many more.
And to my now wife KT who supported me through v hard times, & my parents who backed my every step, including helping build that first store, painting the walls, rendering cement.
One full Soul Burger store stands, in Glebe, & I’ll be cheering them on.
Thank you, Amit
