Homefresh is a unique and innovative business that seamlessly blends retail, education, and entertainment. Offering cooking lessons alongside cooked fresh daily ready meals, this multi-revenue stream concept is bringing people together right in the heart of local communities.

Adelaide-based entrepreneur and seasoned retailer Stephen Curtis set out to create a business that would revitalise shopping centres by turning them into lively, interactive spaces. His vision was simple but powerful: take customers on a journey from selecting ingredients at a nearby supermarket to cooking and enjoying a meal together.

A vision for retail theatre

Stephen took this idea to a shopping centre management team, who embraced the fresh approach to retailing. In 2018, Homefresh Experience Cooking was launched. Today, Homefresh hosts two-hour cooking sessions twice a day — transforming traditional retail into a social and educational experience while simultaneously cooking the freshest ready meals on the market.

“As we started, we quickly attracted interest from the special needs community as well,” Stephen explains. “Homefresh became a social hub where individuals with disabilities could engage, make friends, and enjoy a sense of belonging.”

The concept proved to be a hit, but early on the business faced a challenge: building consistent attendance numbers for the classes. That’s when Stephen introduced a new revenue stream — fresh, ready-made meals.

“With so many senior citizens passing by, we noticed a pattern. They knew how to cook but didn’t always want to. What they did want was a delicious, home-cooked meal without the hassle,” Stephen says.

The ready-meal concept started as a solution for seniors but quickly expanded to include students, busy professionals, and anyone looking for a convenient, high-quality meal.

A unique business model with high demand

The idea of purchasing ingredients at retail prices to cook and resell might seem unprofitable at first. However, Stephen’s extensive experience in wholesale and food distribution gave him a different perspective.

“Many cafes buy wholesale at prices close to retail anyway,” he explains. “By sourcing discounted supermarket ingredients and keeping our menu flexible, we make it work.”

With no set menu, Homefresh adapts daily, offering six meal options for $60, with a selection of 35 rotating dishes, including gluten free, vegetarian choices and desserts.

A lean and efficient set-up

The business operates within a streamlined 60sqm retail space equipped with a kitchen wall, fridges, ovens, a pantry, sink, and dishwasher. A central bench serves dual purposes: one end for cooking and selling meals, the other for hosting interactive classes.

“Our Port Adelaide location has been ideal. We outgrew our previous store and now have a highly visible corner site within the shopping mall,” Stephen says.

More than a business – a community hub

With strong profits and a growing customer base, Homefresh is primed for expansion. The business model has proven its adaptability, with potential for standalone cooking schools, ready-meal stores, and new opportunities in catering, disability services, and experience-based dining.

“The shopping centre presence has opened doors to catering jobs, council community programs, and after-school care initiatives,” Stephen shares.

“The mission is social inclusion. I’ve seen customers and supermarket staff laughing and joking with our clients. We’re removing the ‘dis’ from disability,” Stephen says.

By offering supportive, engaging experiences, Homefresh is helping individuals with disabilities build confidence — sometimes leading to employment opportunities.

One of the most heartwarming initiatives is ‘Cooking on the Spectrum’ date night, providing a safe, fun experience for individuals seeking social connection.

“I want Homefresh to be like a neighbourhood kitchen, a place where the community comes together. It’s not just about making money—it’s about making a difference,” Stephen concludes.

With its unique approach to retail, social impact, and a scalable business model, Homefresh presents an exciting opportunity for franchising—one that blends profitability with purpose.