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.
Episode Timeline
- 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
- 9:29 – 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
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.
