Phil Cronin and Darren Schultz are the co-founders of Stellarossa, a Queensland-based café franchise that has grown steadily since opening its first store in 2009.

In Episode 137 - What began as a simple, coffee-driven concept in Brisbane’s CBD has evolved into a flexible and community-focused brand. From introducing locally tailored menus and expanding into drive-throughs to roasting their own coffee in-house, Phil and Darren have built Stellarossa on consistency, quality, and smart innovation.

Their commitment to supporting franchise partners is reflected in the brand’s unique lease “pass-on” strategy, strong team-to-franchisee ratio, and an ever-evolving store design approach that balances brand identity with local creativity. 

Fifteen years on, Stellarossa continues to grow through collaboration, adaptability, and a shared passion for great coffee experiences.

0:00 Introduction

0:45 How the menu evolved with changing food trends

3:16 How Stellarossa’s menu evolved with more choice and flexibility

4:47 Bringing coffee roasting in-house to boost quality and consistency 

7:37 Balancing bean quality, pricing, and franchisee margins

8:12 “Pass-on Strategy” and how it helps franchisees open affordably 

09:29 Lowering entry costs to encourage multi-store ownership

10:22 High team-to-franchisee ratio and strong network support 

11:20 Measured growth across Queensland and regional expansion

12:46 Lessons from site selection, data tools, and past mistakes

13:07 How Stellarossa’s store design evolved to match each location and customer base 

15:55 Wrap up

Podcast Produced by Franchise Business HUB

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