Bapple Babble Exclusive Interviews
Powerhouse CEO Chris Mavris has stepped down from the hugely successful food retail empire Soul Origin. After taking them from two to 107 stores in six years, he is looking at new beginnings and ventures.
Mavris will continue his growing legacy in the business world by spreading his expertise through innovation, energy, branding success and growth for small businesses and franchisees.
Mavris recently sat down for an exclusive interview with Bapple, the user experience web design agency behind Soul Origin’s dynamic web presence. Our interview intends to shed light on what it takes to grow a large franchise and the role that brand consistency plays in this journey.
Within the industry, Mavris is known for his commitment and passion. “It’s being able to have a direct human interaction with someone you’ve never met and make a difference,” Mavris says.
However, he’s the first to admit that growing a successful business doesn’t come without hardships.
“If you’re the leader of that business, you have to hold your head sometimes when others are losing theirs around you,” Mavris advises. “Anyone that tells you it’s always rosy is lying to you.”
“If you’re the leader of that business, you have to hold your head sometimes when others are losing theirs around you,” Mavris advises. “Anyone that tells you it’s
always rosy is lying to you.”
Speaking of the brand presence and consistency; “Your service, website ’and ‘social media need to address the simple question – who are you?” Mavris explains. “If you go to this antiquated website and your store is a sleek, smart thing, there’s a disconnect and consumers will see this.”
In 2018, Soul Origin called on Bapple to craft the ideal online customer experience. It needed to match the cutting edge in-store model, which was a crucial step for Soul Origin.
By crafting a unique online experience that matched the store experience, Bapple were able to anticipate and meet the customer’s needs before they had to think about them.
“Before any of us go and buy anything… we research the tripe out of it on the internet,” says Mavris. “People are creatures of habit. They want good service.”
“You need to be consistent across every part of the brand,”
At the end of the day, the food and service industry exists for the consumer… In this industry your website must address consumer touch points. Your digital face will make the difference between a forgettable one-off visit, and a positive new experience with a reliable brand.
“You need to be consistent across every part of the brand,” Mavris advises. “If not, people will begin to think that you’re not authentic.”
Chris Mavris will continue to innovate in the Aussie food and service space. His broad skillset and wealth of industry expertise will allow him to guide burgeoning brands on their journey to success. And as his incredible achievements with Soul Origin clearly demonstrates, Mavris doesn’t shy away from hard work. It’s in his blood, and whilst some of us would say he’s crazy, he would do it all over again.
If there’s one thing any business, small or large should take away from his experience, it’s that “you need to be prepared to trust your gut, judgement and knowledge”.
“I’m not scared of any challenge that will come my way in any field of retail, or any field of business, really,” he says. “I want to keep it real.”
Authors: Peter Kawecki & Artemis Alfonzetti
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