South Africa Edition 2

THE MARKET
Primi Piatti is fresh and fast, comforting and healthy,
inspired by Italian tradition and influenced by the
cosmopolitan present. Although it is one of those
brands that defy classification, it is characterised
by its love of people and love of food. Primi Piatti
is the embodiment of passion and “urban energy”,
a fierce determination to strive towards perfection
and always exceed expectations.
It is evident in every aspect of the brand, from
the front of house staff and the restaurant design,
to the food and the marketing. It is so much a part
of the Primi philosophy that “Work is love made
visible” is emblazoned across the backs of bright
orange uniforms worn by all the staff.
ACHIEVEMENTS
While most restaurant or franchise owners
would characterise their success in terms of
total turnover or number of branches opened or
return on investment, Francesco Zanasi and Peter
Castles’ (Founders) approach is quite different.
They see this great achievement as empowering
the hundreds of people that have passed through
the Primi family.
The Primi approach has been to turn a
traditionally unionised and unmotivated work
force into a performance driven team by
empowering the individual and creating a
goal-driven reward structure. In so doing,
Primi has virtually rewritten the rules on
running a restaurant in South Africa. Primi
has demonstrated that passion starts from
within, and that by empowering even the most
junior member of staff you can create a dynamic
and unrivalled energy.
Primi has come up with a business model
that is not reliant on low input costs, in particular
cheap untrained labour, traditionally the mainstay
of the hospitality industry. The results are self
evident - strong franchise growth. Primi, really
is a family affair. Nobody just “works for” Primi:
they belong.
Visitors to any Primi Piatti restaurant are
usually struck by the energy and confidence of
the staff. Three factors influence this:
• Primi hires staff based on their enthusiasm
and street savvy
• Primi boasts a staff training centre from
where all restauranteur protocol and
Primi’s energetic philosophy are taught.
Trainees undergo vigilant tests and practical
demonstrations before being allowed to wear
the orange uniform
• All staff start out on an equal footing with
no “rank” at all until they earn it. Dedication
and hard work earns rank, and each new rank
achieved brings with it a financial bonus
The ranking system means the possibilities
for anyone belonging to Primi are endless. In fact,
two of the restaurant chain’s newest franchisees
were waitresses! The bonus scheme gives all
staff the opportunity of improving their salaries
through their own initiative and dedication.
A recent achievement that Primi Piatti is
rightfully proud of is Primi Live,
the
chain’s
entertainment brand. Backed by professional
musicians, Primi Live showcases the incredible
talents of their staff members around the country
with in-house live concerts for customers. Chefs,
cleaners, waiters and restaurant managers all
have the opportunity to perform. The ultimate
goal being to have them become signed artists.
Primi Live has been honoured with the SA
Business Day/Business and Arts Sponsorship
Award (BASA) for youth development. Watch
out for Primi Live’s newly released album.
HISTORY
When the Zanasi family decided to relocate after a
visit to Cape Town, they created the popular Nino’s
restaurant in Greenmarket Square. Peter Castle, a
regular at Nino’s and a restauranteur himself, was
struck by the raw energy and passion at the heart
of Nino’s success.
Castle and the Zanasi’s pooled their talents,
and Primi Piatti was born. With Castle’s business
acumen and the Zanasi passion for food and
service, it could be no less than a winning
combination.
From the start the idea was to create a
simple but passionate business model that could
be replicated around the globe. Cape Town’s
Waterfront was host to the very first Primi
Piatti, and the two Nino’s branches were quickly
incorporated into the group. A fourth store was
opened in Constantia - Primi Buzz, followed by
Rosebank (Johannesburg) at The Zone in 2001.
There are 24 Primi Piatti restaurants in most
of the major centres around South Africa as well
as one in Botswana and one in Namibia. True
to Zannasi and Castles’ intent, each restaurant
is owner operated and replicates the flagship’s
fervent dining experience, whilst also showcasing
its own regionally inspired ambience and local
name.
THE PRODUCT
Although Primi is a franchise operation, it is no
ordinary franchise. As Peter puts it “It’s a mutual
dependency”, an investment of not only money, but
also time and devotion. Franchisees must commit
to a hands on involvement in the daily running of
the business. It’s not for the faint-hearted. As the
franchisee document says, Primi Piatti is at war
against mediocrity. “You must go in there with
everything you’re capable of giving, and more.”
So what is Primi Piatti selling? Food? No. It
is selling a complete eating experience. Portions
are generous, the atmosphere is relaxed yet
dynamic and the environment is stripped of all
pretension.
All food is cooked on the spot - espresso style