The popular South African coffee chain opening 120 new stores across the country

Bootegger Coffee Company was created by three best friends, Pieter Bloem and brothers De Waal & Antonie Basson, in Cape Town in 2012.

The three friends attempted to create their own coffee venture after noticing a lack of decent coffee places open before 06h30 for their early morning cycling routines.

The friends thus decided to buy a small coffee shop called Go Gos, which they later rebranded to Bootlegger, drawing inspiration from the rebellious nature of the 1920s-era America.

Although there were some initial challenges, Bloem already had experience in the restaurant industry after operating a Col’Cacchio franchise, giving the company valuable insights into the business.

These experiences would be crucial for the brand’s operational strategies as it expanded its operations to 78 stores today.

The company has most of its stores in Cape Town and Johannesburg, with additional outlets in Bloemfontein, Kimberly, George, Durban, Pretoria and more.

Each store has a selected line from an AC/DC song hung on the wall in neon lights, with a lot of the brand’s charisma coming from the throwback to older rock.

For instance, its new store in Wooldland Hills, Bloemfontein has “Back in Business” on a large neon sign on the wall.

Although the expansion to 200 stores may seem too ambitious for many, the company has made some strong headways in recent years.

It only had 18 locations in 2019, increasing to 32 in 2021, and now sits at 81 across the country.

Operations

As a speciality coffee brand, quality has been a central concern for the company. It uses 100% Rainforest Alliance Certified beans, which are sourced from Costa Rica, Guatemala, and Tanzania.

On top of supporting sustainable farming practices, the company also runs an FSSC-certified artisanal roastery, which is one of the largest micro roasteries in the country.

It roasts between 350 and 400 tonnes of premium coffee each year. It says that this results in a smooth blend with notes of toasted hazelnut, caramel, and dark chocolate.

All of the brand’s coffee is roasted on state-of-the-art coffee roasters hand-built in the Netherlands by Giesen Coffee Roasters, which it believes are the best in the world.

On top of coffee, the brand also has an intense focus on all things food. Remaining on its focus on sustainability, it says that all of its produce is locally sourced and fresh.

Every dish is made to satisfy, from its wholesome all-day breakfast and lunch to hearty dinner options.

Outside of its stores, the company also offers tours of its premises in Ndabeni. Equipped with a state-of-the-art coffee roastery, bakery and restaurant, it says that this is the hub of all things Bootlegger.

The tour gives a behind-the-scenes look at the company’s offerings, showing a journey from bean to cup. The tour options range in price from R250 to R600 per person. 

Bootlegger Images

Issued on BusinessTech by Luke Fraser | https://businesstech.co.za/news/business/832703/the-popular-south-african-coffee-chain-opening-120-new-stores-across-the-country/