Spearheaded by director Shaylin Naidoo, an innovative dual-brand flagship location for Primi and Shift Espresso Bar has opened its doors in Melrose Arch.
Image supplied
This dual-brand concept, which began welcoming customers in July 2025, is a meticulously designed ecosystem where the casual dining of Primi and the artisan coffee culture of Shift amplify each other, both operationally and experientially.
Shaylin Naidoo’s journey into this venture began unexpectedly after a cricket injury at age 19. He quickly found success in his family’s hospitality business, eventually leading him to a position on the Signature Brands Franchisee Forum Board.
"From the outset, my focus was always on operational efficiencies," Naidoo explains. "It's this very focus that eventually culminated in this innovative co-location concept."
After selling the family business, Naidoo then launched a brokerage specialising in fast food and casual dining. He then capitalised on the late-2010s coffee wave, developing models for scalable efficiency.
This led him to pivot towards comprehensive business development, where he met Shift founders Gabi and Luigi Vigliotti.
"Interestingly, Covid saw significant growth for the Shift brand," Naidoo reflects.
"At the time, there were many closures in good locations, coupled with a lot of demand and the need for true bravery to seize those opportunities."
Shaylin Naidoo, director of Shift Espresso Bar and Primi Melrose Arch. Image supplied
The synergy with Primi, a brand Naidoo had long admired, finally came to fruition after a meeting with Primi director, Gavin Burnard.
"In July 2025, with the planets aligning, the co-located Primi and Shift Coffee concept was opened in Melrose Arch," he says.
Primi's rebrand and repositioning journey
Starting in mid-2024, Primi undertook a significant rebrand. The exercise delved into the brand's past, focusing on its “urban energy” positioning, Italian-inspired menu, and African heritage.
This journey culminated in the new customer promise: Inspired by Italy, Made in Africa. The revitalised brand first launched at the V&A Waterfront in Cape Town, and the lessons from its success were leveraged for the new Melrose Arch store.
Shift Espresso Bar enters the Johannesburg market
The co-located Shift Espresso Bar in Melrose Arch is Johannesburg's second Shift outlet, with more planned to open soon.
This award-winning Cape Town coffee institution, known for its exceptional coffee and commitment to connection, is now poised to captivate the Joburg market.
A synergistic dual-brand model
The new site challenges traditional multi-brand formats, with the two brands operating independently but harmoniously.
"We’re not just sharing a site; we’ve designed a dual-brand ecosystem where each concept amplifies the other," Naidoo states.
The model features a shared staff body, with all employees trained on both brands to ensure maximum efficiency.
"Even the music is different," he points out, highlighting the carefully curated, separate front-of-house atmospheres.
This strategic design also addresses a common landlord requirement for long operating hours, which often don't suit a single brand.
"Shift Espresso Bar covers the early trade while Primi covers the later trade, ensuring that each brand plays to its strength," Naidoo explains.
This dual-brand model presents a significant opportunity for investors and franchisees.
"It’s a playbook for modern multi-unit franchising," Naidoo asserts.
"The margins, trading hours, and consumer cross-over simply make business sense. This allows owner-operators to drive all-day revenue, reduce operational duplication, and increase return per square metre."
Primi, originally launched as Primi Piatti in 1999, was known for its distinctive "Urban Energy."
"Taking this legacy and layering it with a forward-thinking, Afro-Italian design has been both challenging and inspiring. We’re convinced Primi’s best days are still ahead," Naidoo reflects.
