Midrand: AfricUpdate – News Desk
A partnership between PRIMI Piatti and Shift Espresso Bar points to a potential new restaurant trend in South Africa, where two brands work under the same roof. With a location in Melrose Arch, Johannesburg, two restaurants share a staff body, with employees trained in both brands to ensure maximum efficiency.
Although some restaurants will share kitchens, it is rare for the front-of-house staff to work for both establishments. “We’re not just sharing a site; we’ve designed a dual-brand ecosystem where each concept amplifies the other,” said Shift Espresso Bar founder Shaylin Naidoo.
Since opening in July 2025, the system has been designed so PRIMI’s casual dining and Shift’s artisan coffee culture can amplify each other. The partnership also addresses a common landlord requirement for extended operating hours, which often don’t suit a single brand. This strategic design also addresses a common landlord requirement for extended operating hours, which often don’t suit a single brand.
“Shift Espresso Bar covers the early trade while PRIMI covers the later trade, ensuring each brand plays to its strength,” said Naidoo. “The margins, trading hours, and consumer cross-over make business sense. This allows owner-operators to drive all-day revenue, reduce operational duplication, and increase return per square metre.” He added that the dual-brand location presents an opportunity for investors and franchisees who could see the partnership as a “playbook.”
In mid-2024, PRIMI started a significant rebrand, which focused on an “urban energy” positioning. The restaurant’s new promise for customers is “Inspired by Italy, Made in Africa.” The revitalised brand first launched at the V&A Waterfront in Cape Town, and the lessons from that launch were leveraged for the new Melrose Arch store. While it is primarily based in Cape Town, the Melrose Arch location is the second Shift outlet in Johannesburg, with more to come soon.
After selling his family business, Naidoo launched a brokerage specialising in fast food and casual dining. He then capitalised on the late-2010s coffee wave. “Interestingly, COVID saw significant growth for the Shift brand. At the time, there were many closures in good locations, coupled with a lot of demand,” said Naidoo.
The partnership came after Naidoo met with PRIMI director Gavin Burnard, with the coffee owner having a strong admiration for the Italian brand. Primi and Shift Espresso Bar’s partnership comes amidst a massive push for expansion for Italian and coffee locales. For instance, Primi’s competitor Doppio Zero has recently expanded its stores to 30, per its parent company Spur’s latest results.
Despite operating more as a takeaway spot, Debonairs expanded its store base by 27 over the financial year ending 28 February 2025, taking its total to 868 locations. Several other local operations have also increased their store footprints in the coffee space.
Platō Coffee has reached 100 stores across South Africa, hoping to reach 150 by the end of the year. On top of this, the brand is also launching a new academy and releasing the first-ever rewards scheme. Fellow South African player Bootlegger also plans to increase its current 78 locations to 200 by 2028. Moreover, the nation’s largest coffee chain, Mugg & Bean, has expanded its store base by 36, taking its total network to 322.
