What if one business could teach life skills, build community, serve real social impact, and deliver multiple streams of income — all from a 60sqm store?

That’s the vision behind Homefresh Experience Cooking, a unique food-based retail franchise that’s turning traditional retail on its head. With its blend of experiential cooking classes, ready-made meals, and inclusive community programs, Homefresh is offering more than just a business — it’s offering a purpose-driven path to personal and financial transformation.

Founder Stephen Curtis is a highly-experienced retailer whose run of success was brought short by the GFC back in 2008. It was a hard life lesson, and yet he was determined to carve a future with another retail venture.

“I love organising stores,and I love working with people,” Stephen explains. “Pop-up stores gave me a taste, but I knew I wanted more scale, more impact.”

Back at the drawing board, he shaped a completely new concept that tapped into the trend for experiential retailing.

Stephen created cooking classes with a difference. The experience begins with choosing and buying ingredients in the neighbouring supermarket, then heading back to the store to cook and eat the meal with classmates.

It’s retail as theatre, education, and community-building — all under one roof.

Stephen took his idea to a Westfield shopping centre in Adelaide and got just the response he was hoping for.

“They thought it was an awesome idea, so I got a rental incentive of $50,000 for a little 30sqm store.”

Stephen set up his first store in Adelaide, and developed a good rapport with customers within the first few months.

From day one, the concept drew in curious customers of all ages, but one encounter shifted everything.

Community is key to the vision of the Homefresh business

“A mother walked-in with her son who has cerebral palsy and asked if he could join a class.

“I was nervous, I didn’t know anyone with a disability. Then the mother said ‘he’s got his challenges, you’ve got yours’ and wow, that completely changed my mindset,” Stephen admits.

That moment opened a new chapter for Homefresh — one rooted in inclusivity and deeper community engagement. Today, Homefresh offers programs tailored to people with disabilities, including job readiness support and “Cooking on the Spectrum” date nights.

“We’re helping people build confidence, friendships, and employable skills,” Stephen says. “And we’re breaking down stigmas along the way.”

Catering for the community

A stream of customers enjoying lively cooking classes brought other interactions with shopping centre customers and led to another community-based initiative – and an exciting new revenue stream.

When cooking class participants were whipping up traditional menu favourites like shepherd’s pie, the aromas attracted passers-by, particularly older shoppers.

“More than one person told me ‘I can smell my youth in there’. This is good honest food that people love,” Stephen says. “They didn’t want to cook, but they wanted that same food.”

So Homefresh launched a line of freshly cooked, ready-to-eat meals — now one of its most successful revenue streams. With meals prepared daily using the same high-quality ingredients from class, the offering appeals to busy families, students, and seniors alike.

“We have the best ready-meals in the industry, freshly made in the morning and full of flavour,” Stephen says.

What sets Homefresh apart in the franchise world is its powerful mix of heart and hustle. It’s a brand that doesn’t just sell a service — it creates social value, teaches life skills, and opens doors for people from all walks of life.

Shopping centres love the concept for the vibrancy it brings. Customers love it for the connection and confidence it builds. 

“We’ve had a great response from the locals, and the shopping centres see the concept as community-based. People are looking for spark and enjoyment, some entertainment, some skill development. It sits well in a shopping centre, it brings a bit of theatre, and it engages community,” Stephen says.

“My vision is to open one Homefresh in every state, and build out from there,” Stephen says. “I want us to leave a legacy — healthier seniors, kids who learn to cook, people with disabilities gaining confidence, jobs and maybe even a buddy. And it all starts with one small store and a big idea.”