Two Cult Brands, One Wild Collab: Yo-Chi x Tokyo Lamington

This week on Straight To The Source, we're pulling up a chair with the humans behind two of Australia's most obsessed-over dessert brands: Oliver Allis, the guy who took a struggling frozen yoghurt shop from four stores to 75 (plus Singapore, because why not), and Eddie Stewart, the chef and baker who turned a drunken Tokyo night out into a Lamington institution.

We're talking origin stories, cult followings, and the two-year "ghosting" saga that almost stopped their collaboration. Now Yo-Chi and Tokyo Lamington are dropping a full takeover: hand-dipped micro Lamingtons, a yoghurt that tastes like the real thing, and 5,000kg of collab magic hitting stores nationwide. Limited edition. Blink, and you'll miss it.

Grab a spoon - this one's sweet, a little unhinged, and 100% worth the listen.

In this episode:

How Ollie turned a dying frozen yoghurt brand into a national name Eddie's pandemic-fuelled bakery hustle (and the drunk night that started it all) The full story behind the Yo-Chi x Tokyo Lamington collab Why "same values" beats big money every time in a good collaboration The sustainable packaging move most brands are too lazy to make. Yo-Chi's KeepCup-designed reusable "Go Bowl" (10% off every reuse) and Tokyo Lamington's tape-free, fully recyclable boxes

Key Takeaways

On why the collaboration took two years: Oliver first pitched mini lamingtons to Eddie in Newtown before Yo-Chii had even opened a Sydney store and didn't hear back for two years. "A two-year ghost," Eddie admits, before finally messaging: "We've cracked the code." The lesson, in Oliver’s words: "Put it out there, let it simmer, and see what happens."

On instilling culture at scale: Ollie doesn't rely on a values statement. "We don't have values, we have stuff we care about," he says, running face-to-face sessions in every state to explain why small things, like smiling, matter to the business.

On genuine hospitality: "If you put yourself under that pressure to build that team, you don't do a good job at it," says Eddie. "It just naturally comes." He points to Tokyo Lamington's Newtown store, where a largely Japanese staff have built their own community around staff lunches and after-work drinks.

On choosing the right collaborators: "A great collaboration is two brands working together with the same values and the same endgame," says Eddie. Both founders say they've turned down or regretted partnerships where the other side was chasing profit over genuine brand fit.

On sustainability as more than a gesture: Yo-Chi’s reusable Go Bowl program was co-designed with KeepCup, offers 10% off every reuse and has grown reuse rates from 0.01% to a record 1.3% of transactions. Tokyo Lamington's recyclable, tape-free boxes are, in Eddie's words, "a pain" for staff to fold but "a beautiful box" customers keep and repurpose.

On taking the leap: Asked what advice they'd give their younger selves, Eddie says simply: "Take the chance and do it." Oliver’s answer: "Stay true to yourself. Stay curious."