For over 30 years, PRIMI Piatti has been a favourite across South Africa. It's where families came for Sunday lunch, friends shared pizzas the size of the table, and generations of diners grew up ordering the same pastas. Now the brand has been rebuilt, and it's ready for its next generation of owners!
Since new ownership took over in late 2024, PRIMI has had a complete refresh. The flagship V&A Waterfront store was first: it closed in August 2024 and reopened that September in a new spot inside the centre, with a bold, contemporary design built around urban energy. PRIMI then redesigned stores across the network, and returned to Johannesburg with a new store at Melrose Arch.
The same food customers come back for - PRIMI modernised its stores and left the food alone. The generous plates, the pizzas and pastas, and the relaxed, lively, welcoming feel that made PRIMI a household name are all still on offer. New franchisees open with a brand their customers already trust.
Why join PRIMI now
- Proven brand. South Africans have known PRIMI for over 30 years.
- Fresh, tested store design. It has already been rolled out across the network.
- Hands-on support. PRIMI's team supports franchisees on site selection, build and fit-out, training and marketing.
- Momentum. New sites are already in the pipeline across Cape Town and Gauteng.
Be part of PRIMI's next chapter! PRIMI is looking for committed operators who care about great food and warm hospitality and want to grow with a brand on the rise.
