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From Waiter to Founder of a Million-Dollar Chain: How Lohran Soares Left Outback, Created Milky Moo, and Turned a Milkshake Into a Business Targeting R$ 600 Million Annually.
Few would believe that one of the fastest-growing restaurant chains in Brazil was born from a dismissal, an apparently bold dream, and a cup of milkshake. But this is the journey of Lohran Soares, a former waiter at Outback who traded the tight routine of a fixed salary for a leap into the unknown and ended up building Milky Moo, a brand that went from a small spot in Goiânia to becoming a national phenomenon, projecting an estimated revenue of R$ 600 million annually.
Rather than seeing the end of a job as a blow, he saw it as an invitation to create something of his own. It was in early 2020, just days before the lockdown, that Lohran opened his first unit. No one imagined that a seemingly simple product could transform into an empire. But the whole country was about to discover and make the milkshake the absolute protagonist of a franchise.
Milky Moo mixed modern branding, aesthetics that resonate with the digital generation, and recipes that combine indulgence and creativity. The result: lines, viral moments on social media, rapid expansion, and a business story built at a pace of disruption.
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The U.S. ambassador openly threatened the interim president of Peru after he suggested pausing the purchase of 24 American fighter jets due to the debt that the deal would bring to the country.
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Millions of Brazilians pay Income Tax without knowing that they can divert up to 6% of the amount to social and cultural projects instead of letting the government decide alone what to do with the money.
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Chinese have taken over the factory that Jaguar Land Rover built for over R$ 1 billion in Rio de Janeiro and will transform the plant that produced luxury cars into a machine for 100,000 vehicles per year.
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More than 3,900 Brazilian municipalities are unable to pay their own bills, and yet two city halls located just 700 meters apart continue to operate separately, each with a full structure.
From Tight Salary to Calculated Risk: The Decision That Changed Everything
Before becoming the founder of a million-dollar brand, Lohran worked as a waiter at Outback. It was a decent job, but with limited income and few prospects for rapid advancement. He had always dreamed of becoming an entrepreneur, but the fear of trading security for risk had always held him back.
Leaving the job was the trigger. While many would seek reemployment, Lohran decided to bet everything on a simple idea: to create an experience entirely focused on the milkshake universe, with eye-catching products and an environment designed to generate photos, videos, and sharing.
The aim was not to compete with traditional ice cream shops but to create a new consumption concept and digital presence. And it worked.
Just before the lockdown, he opened the first store. Then came the pandemic — and economic uncertainty. Many businesses closed. Lohran did the opposite: he doubled down on digital and delivery. His product went viral, and Milky Moo began attracting investors and franchise interested parties.
Lean Structure, Strong Branding, and Rapid Expansion
What started as a single store became a brand with dozens of locations in just a few years. The secret: aggressive expansion, standardization, and youthful positioning.
Milky Moo does not present itself merely as a dessert shop but as a pop and digital experience:
- Instagrammable environment
- Exaggerated and creative flavors
- Fun and modern communication
- Strong influencer strategy and virality
What many saw as “just milkshake” quickly turned into a case of national retail.
A Business That Was Born to Grow, with Giant Metrics
In just a few years, what seemed to be a small undertaking began moving numbers typical of an established chain. Recent reports indicate:
- Projection to <strong.generate around R$ 600 million in 2025
- Accelerated expansion to dozens of units
- Recognition in rankings of rising franchises
- Professional management structure for management, expansion, and innovation
This was not luck. It was strategy. Lohran accomplished something rare: combining efficient operation, aesthetic appeal, indulgent product, and viral execution.
The Turnaround That Inspires a New Generation of Entrepreneurs
The Milky Moo case goes beyond the food industry. It shows how the Brazilian market has changed:
- Brands are born digital
- Marketing is as important as the product
- Experience matters as much as taste
- Branding can transform a simple idea into a million-dollar business
And, above all: unlikely stories still exist.
In a country where many entrepreneurs start without access to capital or privileged networking, the narrative of a former waiter who built a national brand resonates as a symbol of determination, market intuition, and courage to take risks.
What Lies Ahead: Expansion, Consolidation, and New Markets
With the consolidation of the brand, Milky Moo is already aiming for:
- National strengthening
- Owned stores and premium franchise models
- Diversification of products and experiences
- Expansion into strategic markets and potential internationalizations
The curious thing is that all of this stems from a simple and universal product — but elevated to another level by vision, aesthetics, narrative, and timing.
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