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.

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.

Thinking about becoming your own boss through franchising? You’re not alone. Franchising offers a proven business model, brand recognition, and ongoing support — but not all franchises are created equal. To make the best decision for your future, you need more than enthusiasm — you need a strategic evaluation process.

In this guide, we’ll walk you through how to research and evaluate a franchise opportunity so that you can invest with confidence and clarity.

Step 1: Dive Deep into the Disclosure Document

The Disclosure Document provides more context on the franchise agreement. It’s a legal document that outlines everything from fees to financial performance to legal obligations.

Key areas to examine:

• Initial and ongoing fees: Look for franchise fees, royalty payments, and marketing contributions.
• Financial performance representations: If available, these give insight into potential earnings.
• Legal history: Check for past or ongoing litigation involving the franchisor.

💡 Pro Tip: Don’t just skim the document—review it with a franchise attorney to understand the fine print.

Step 2: Talk to Existing Franchisees

Want the real story? Speak directly with current franchise owners. Their insights can reveal what brochures and sales pitches won’t.

Questions to ask:

• What kind of support do you receive from the franchisor?
• How practical was the initial training?
• How long did it take to become profitable?
• What challenges have you faced?
• Would you invest in this franchise again?

These conversations are gold—use them to validate your expectations.

Step 3: Analyse the Financials and Business Model

Before you invest, understand the complete financial picture. This includes startup costs, ongoing expenses, and projected ROI.

Evaluate:

• Initial investment: Include equipment, real estate, licenses, and launch marketing.
• Recurring costs: Factor in royalties, supply purchases, and operational expenses.
• Return on investment: Ask for realistic projections and consult a financial advisor.

Remember: A franchise should be financially viable—not just exciting.

Step 4: Assess Training and Support Systems

One of the biggest perks of franchising is built-in support. But not all franchisors offer the same level of guidance.

Look for:

• Comprehensive training: Covers operations, customer service, and systems.
• Ongoing support: Includes marketing help, site visits, and troubleshooting.
• Operational tools: Stock management, scheduling tools, and CRM systems.

Strong support can make or break your success—don’t compromise here.

Step 5: Evaluate Franchise Culture and Relationships

Franchising is a long-term partnership. A healthy relationship with your franchisor is essential.

Consider:

• Company culture: Is it collaborative, transparent, and franchisee-focused?
• Communication: Are there regular updates, meetings, and feedback channels?
• Long-term vision: Does the franchisor invest in your growth and success?

💡Tip: Trust your instincts—if the relationship feels off, dig deeper.

Step 6: Review the Franchise Agreement with Legal Help

The franchise agreement is legally binding. It defines your rights, responsibilities, and limitations.

Key clauses to review:

• Term and renewal: How long is the agreement, and can you renew?
• Territorial rights: Do you have exclusive access to a region?
• Exit strategy: What are the conditions for selling or exiting the franchise?

Always consult a franchise attorney before signing—this is your safety net.

Why Choose The Daily Coffee Group?

At The Daily Coffee Group, we believe informed franchisees are successful franchisees. That’s why we provide:

• Full access to our Disclosure Doc and financial projections
• Direct contact with current franchisees
• Transparent communication and ongoing support

We’re committed to helping you make a confident, informed decision—because your success is our success.

Your Franchise Future Starts with Smart Research

Choosing a franchise is one of the most significant decisions you’ll make in your entrepreneurial journey. By following these steps, you’ll be equipped to evaluate opportunities with clarity and confidence.

Ready to explore a franchise that puts transparency and support first?

Discover more about partnering with The Daily Coffee Group today.

Looking for a proven way to build generational wealth and secure your family’s financial future? Investing in a Cash Converters franchise might be the best move you’ll ever make.

With over 30 years of success in South Africa, Cash Converters offers a scalable business model, comprehensive support, and a legacy-building opportunity that goes far beyond income.

Why a Franchise Is the Key to Generational Wealth

Unlike traditional employment or uncertain investments, owning a franchise gives you:

• Stable income with predictable growth

• Business ownership that can be passed down to your children

• Real-world experience for the next generation

• Family collaboration that strengthens bonds and builds a legacy

Petunia Mokwena, Store Development Manager at Cash Converters, puts it simply:

“Owning a franchise with the brand not only provides a stable income but also allows you to take control of your family’s financial future.”

Early Exposure Builds Future Leaders

Many Cash Converters franchisees involve their children from a young age, helping them develop entrepreneurial skills early. This hands-on experience prepares them to lead the business in the future — or even take it over entirely.

“Entrepreneurship becomes easier when children are brought into the business at a younger age,” says Mokwena.

Real Families, Real Success

Take the Lovell family, for example. They’ve been franchise owners for nearly a decade and now run multiple stores together.

“Everyone contributes something unique, and together we’re building a legacy we’re proud of.”

The Mhlanga family echoes this sentiment. They’ve intentionally mentored their daughter into the business, giving her both operational and interpersonal experience.

“By the time she enters the working world, she’ll already have practical skills and real-world insight.”

Support That Sets You Up for Success

Cash Converters doesn’t just hand you the keys and wish you luck. They offer:

• Comprehensive training

• On-site guidance

• Ongoing support for family-run operations

This makes the transition into franchise ownership smooth and sustainable — even for first-time entrepreneurs.

“Families have peace of mind knowing they’ve built something meaningful,” Mokwena adds.

More Than a Business — It’s a Legacy

For the Godfrey family, who’ve been with Cash Converters since its South African launch nearly 30 years ago, the franchise is part of their identity.

“Each member plays to their strengths, which makes our stores stronger than if they were managed alone.”

Ready to Start Your Franchise Journey?

With unemployment and economic uncertainty on the rise, investing in a franchise offers a secure, empowering alternative. It’s not just about making money — it’s about building something that lasts.

“Owning a franchise helps secure an income today and safeguards your family’s financial well-being for years to come,” says Mokwena.

Take control of your future. Build a legacy. Start your Cash Converters journey today. Visit our page here.

Empowering Your Franchise Journey with Practical Wisdom

When it comes to exploring franchise opportunities, there’s nothing quite like learning directly from those who’ve walked the path before you. The experiences of franchise owners are a treasure trove of wisdom, offering both a candid look at challenges and the strategies that lead to sustainable growth. In this post, we dive into the stories and insights of thriving Daily Coffee Group franchisees, distilling the lessons that can guide new entrepreneurs to success.

Why Franchise with Cash Converters?

Imagine being at the helm of a business where each day brings new possibilities: helping a family stick to their budget, supporting someone in need of a short-term financial boost, or giving second-hand treasures a new lease on life. The heart of our brand isn’t just about buying and selling, it’s about creating meaningful impact, both for customers and for the entrepreneurs who choose to partner with us.

The Traits of a Standout Franchise Owner

What does it take to thrive in the Cash Converters family? Success here starts with an indomitable entrepreneurial spirit. Our most accomplished franchise partners share a common drive: they’re proactive, motivated, and always eager to grow. But, as every seasoned business owner knows, success goes deeper than spreadsheets and turnovers.

Connection is key. The best franchisees are people-oriented, with an ability to engage authentically with everyone who walks through the door. Our stores welcome people from all walks of life, from deal-seeking shoppers and budget-savvy families to individuals managing tight finances. Understanding and genuinely caring for each customer’s experience is what sets our top performers apart.

Adaptability is equally crucial. The business landscape shifts constantly. Regulations change, market dynamics fluctuate, and personal hurdles inevitably arise. Franchisees who embrace change, lead with resilience, and stay nimble through it all consistently find themselves ahead of the curve.

Building Community, One Transaction at a Time

A Cash Converters franchise is far more than a business. It’s a trusted community hub. Our franchisees are deeply invested in their neighbourhoods, supporting local causes and building relationships that last. Every day, they show up ready to help, understanding that behind every purchase or loan is someone looking to make life just a little bit easier.

Who We’re Looking For

We’re on the lookout for franchise partners who embody character, compassion, and drive. Those who resonate with our core values: collaboration, integrity, passion, respect, and professionalism, will find a natural fit within our network. You don’t need to know everything from day one; our extensive training and ongoing support are designed to help you grow, no matter your starting point.

Your Opportunity Awaits

Are you ready to take charge of your future and make a difference? Joining Cash Converters Southern Africa isn’t simply a business opportunity; it’s a pathway to personal growth, community involvement, and lasting success. If you’re fueled by entrepreneurial ambition and a genuine desire to serve, we invite you to reach out and discover the impact you can make.

The journey starts today. To learn more, visit our page on SA Franchise Warehouse and get in touch. 

Empowering Your Franchise Journey with Practical Wisdom

When it comes to exploring franchise opportunities, there’s nothing quite like learning directly from those who’ve walked the path before you. The experiences of franchise owners are a treasure trove of wisdom, offering both a candid look at challenges and the strategies that lead to sustainable growth. In this post, we dive into the stories and insights of thriving Daily Coffee Group franchisees, distilling the lessons that can guide new entrepreneurs to success.

Building on a Firm Foundation

The most accomplished franchise owners often point to the beginning of their journey as the most crucial phase. Success is rarely accidental; it starts with deliberate preparation and a solid support structure. For those joining The Daily Coffee Group, comprehensive training and early access to guidance set the tone for a thriving business.

Essential Takeaway: Preparation reigns supreme. Early investment in learning the specifics of café operations, understanding financial management, and embracing the company’s ethos lays the groundwork for everything that follows. Franchisees who focus on these building blocks position themselves for resilience as their business grows.

Embracing the Power of Support

Franchising is not a solitary endeavour. Across the board, high-performing Daily Coffee Group franchisees are united by their willingness to engage with the resources and people around them. Marketing toolkits, operational advice, and the collective knowledge of fellow owners are just a few of the assets available to those who seek them out.

Crucial Lesson: Leverage your networks. The most successful franchise owners aren’t afraid to reach out for help. They draw strength from their connections, turning to mentors and tapping into the shared expertise within the wider franchise community. By asking questions and inviting feedback, they accelerate their learning curve and avoid common pitfalls.

Turning Lessons into Action

So, what can aspiring franchisees learn from these stories? The recipe for success is clear: start with thorough preparation, immerse yourself in the support systems available, and never hesitate to ask for guidance. Owning a franchise with The Daily Coffee Group isn’t just about serving great coffee; it’s about building a business on strong foundations and thriving through connection and community.

If you’re ready to embark on your own franchise journey, take these lessons to heart, and remember: the path to thriving ownership is paved with preparation, support, and the willingness to learn from those who’ve already made it work.

How The Daily Coffee Group supports our franchisees’ success

At The Daily Coffee Group, we don’t just hand over an instruction manual and wish them luck; we’re hands-on in helping our franchisees build and grow their businesses with confidence.

Our support begins with a structured onboarding programme designed to get them operationally ready and aligned with the brand from day one. From there, they have access to ongoing business coaching, marketing support, operational tools, and regular store visits to help them navigate each stage of their journey.

Our franchisees’ success stories speak to the strength of the model and the real impact of consistent, efficient support. With this backing, tools, and brand consistency, our franchisees aren’t just running coffee cafés – they’re building businesses with staying power.

To learn more about The Daily Coffee Café franchise, visit our page on SA Franchise Warehouse and get in touch with us