A Bold New Chapter in Johannesburg Hospitality: PRIMI and Shift Espresso Bar Unite at Melrose Arch

Anita du Toit • August 19, 2025

Johannesburg's hospitality scene just got a significant upgrade. In July 2025, a groundbreaking dual-brand flagship location opened at Melrose Arch, bringing together two powerhouse names—PRIMI and Shift Espresso Bar—under one roof. Spearheaded by visionary entrepreneur Shaylin Naidoo, this innovative concept is redefining what it means to dine, sip, and connect in one of Joburg's most vibrant precincts.

What is the PRIMI x Shift Dual-Brand Concept?

This isn't your typical co-branded café. It's a carefully engineered ecosystem where PRIMI's Afro-Italian casual dining and Shift's artisan coffee culture operate independently—but synergistically.


Key features of the concept:

  • Shared staff and training: Employees are cross-trained to serve both brands, boosting efficiency and service quality.
  • Distinct atmospheres: Each brand maintains its unique vibe—even the music is curated separately.
  • Optimised trading hours: Shift dominates the early morning coffee rush, while PRIMI thrives during lunch and dinner, maximising all-day revenue.


Why it works: This model solves a common landlord challenge—long operating hours—while offering franchisees a scalable, high-margin business.


PRIMI's Rebrand: Inspired by Italy, Made in Africa

PRIMI, launched initially as PRIMI Piatti in 1999, has undergone a bold rebrand starting in mid-2024. The refreshed identity celebrates its Italian-inspired roots and African heritage, culminating in the new brand promise: Inspired by Italy, Made in Africa.


Rebrand highlights:

  • Revamped menu with Afro-Italian flair
  • Urban energy design ethos
  • Successful pilot at V&A Waterfront, Cape Town

The Melrose Arch location builds on this momentum, offering Joburg diners a taste of PRIMI's new direction.


Shift Espresso Bar: Cape Town's Coffee Darling Comes to Joburg

Shift Espresso Bar, a multi-award-winning coffee brand from Cape Town, has officially entered the Johannesburg market with its second location at Melrose Arch. Known for its exceptional brews and community-driven ethos, Shift is set to become a staple in Joburg's coffee culture.


What makes Shift stand out:

  • Artisan coffee crafted with precision
  • Strong focus on customer connection
  • Proven success during the COVID era, thanks to agile business strategies

With more outlets planned, Shift is brewing up a new wave of coffee excellence in Gauteng.



Meet the Visionary: Shaylin Naidoo's Journey from Cricket to Coffee

At just 28, Shaylin Naidoo has already made a significant mark on South Africa's hospitality landscape. After a cricket injury at 19, he pivoted into his family's restaurant business, eventually launching a brokerage focused on fast food and casual dining.

 

Career milestones:

  • Member of the Signature Brands Franchisee Forum Board
  • Developed scalable models during the coffee boom
  • Partnered with Shift founders Gabi & Luigi Vigliotti
  • Collaborated with PRIMI director Gavin Burnard to launch the dual-brand concept

Naidoo's relentless focus on operational efficiency and strategic innovation is the driving force behind this new venture.

Why This Dual-Brand Model Is a Game-Changer for Franchisees

The PRIMI x Shift concept isn't just exciting for customers—it's a blueprint for modern franchising.


Investor benefits:

  • All-day revenue potential
  • Reduced operational duplication
  • Increased return per square metre
  • Strong brand collaboration and consumer crossover

Naidoo calls it "a playbook for modern multi-unit franchising".


Melrose Arch: The Perfect Launchpad

Melrose Arch, known for its upscale retail and dining, is the ideal setting for this flagship location. The precinct's high foot traffic and cosmopolitan vibe align perfectly with the dual-brand's urban energy and premium offerings.


Final Thoughts: A New Era for Joburg's Hospitality Scene

The launch of PRIMI and Shift Espresso Bar's dual-brand flagship at Melrose Arch marks a bold new chapter in Johannesburg's culinary evolution. With visionary leadership, strategic design, and a commitment to excellence, this concept is set to inspire a new wave of hospitality innovation across South Africa.

Whether you're a coffee aficionado, a lover of Afro-Italian cuisine, or a savvy investor, this is one destination you won't want to miss.

Want to explore franchising opportunities with PRIMI or Shift? Let's talk about how you can be part of the future of South African hospitality.