THE MARKET Primi Piatti is fresh and fast, comforting and healthy

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:
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•
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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
right down to the mushroom sauce. Nothing is
made in advance. Nothing is reheated. (There
are one or two exceptions, for example the basil
pesto, which is made only from basil grown on
the Zanasi family farm using seeds flown in from
Liguria.)
Primi takes food seriously: A nutritionist
assists in devising recipes for specific events,
like the special carbo-loading menu available
prior to any sporting event - such as the Argus
cycle race - for athlete’s.
RECENT DEVELOPMENTS
While Primi has grown to 26 restaurants across
South Africa, Botswana and Namibia, new
restaurants are only opened once suitable partners
have been found - suitability is determined by
the partners’ energy, enthusiasm and commitment
to the Primi Piatti resolve to succeed through
unparalleled service and passion you can taste.
Primi restaurants are themed according to
their location, geography and the personality of
the franchise. For example Waterfront is Primi
Wharf, Tableview is Primi Blue, Fourways is
Primi Extreme. The new Primi Coastal in PE is
located by the beach and Primi Bazala in Soweto
harps on the ‘home boy’s’ comfort and pride in
returning to his roots. Primi Life is situated in
the eco friendly Lifestyle Centre (Johannesburg)
surrounded by a nursery. This environmentally
conscientious restaurant makes use of solar
electricity and has formulated numerous systems
to help reduce pollution. For example, to offset
the energy the restaurant utilises, Primi Life
plants trees to neutralise the carbon waste.
As the Primi phenomenon grows, so does the
opportunity of taking the brand to greater heights
- and more people. Two other new concepts in
the pipeline are Primi takeaway option and a
European chic café concept.
The Primi umbrella now also includes three
hotels in Cape Town: The Primi Royal, Primi Sea
Castle and
Oxford House. Clients can
expect the same energy and zeal at the hotels that
they receive at any Primi restaurant in beautiful
and elegant surroundings.
PROMOTION
It is perhaps an indication of the strength of
the Primi brand that it has never made use of
traditional advertising, preferring instead to rely
on the experience of customers and the power of
word-of-mouth.
Of course, that is not to say that Primi Piatti
does no marketing at all. Primi is acutely aware
of the importance of the brand, and goes to
extreme lengths to grow and protect the Primi
name. However, it is done in a manner that is
uniquely Primi.
On December 1, World Aids Day, customers
received condoms with their bill instead of the
usual mints. The promotion was designed to
highlight the seriousness of HIV/AIDS in a lighthearted yet practical manner, while indicating
Primi’s awareness of what really matters in South
Africa.
An exception to the rule was the use of both
television and press advertising for the launch of
the Namibian store, encouraging brand awareness
in an entirely new market.
2007 will see Channel O broadcasting from
the Primi Piatti store at The Zone in Rosebank
every Sunday, which will provide entertainment
and attraction for a wider variety of customers.
Marketing strategies have always concentrated
on creating brand awareness and promoting Primi
as an exciting and non-conventional brand, but its
purpose is also to highlight Primi as a
serious restaurant rather
than just another food
chain and PR is used to
educate customers about
Primi’s food philosophy.
Marketing initiatives
now
concentrate
on
growing brand awareness in
new areas, and maintaining
Primi’s position as the
restaurant of choice for
thousands of people around
the country.
BRAND VALUES
Primi Piatti is about best efforts: From the kitchen
staff to the cleaners, management to the waiting
staff, only the best effort is acceptable.
While the orange and blue logo has come
to mean an excellent dining experience to
customers, it is the front for a philosophy of
quality in the background. Primi is in pursuit of
excellence in every area: Food quality, passionate
preparation, kitchen hygiene, restaurant design
and exceptional service. It’s all about working
together, with positive intention and towards
a state of perfection (The Perfect Primi Day).
When these goals are met the team experiences
and radiates an inspiring energy - urban energy.
With a brand that exudes confidence, zeal
and vigour, Primi Piatti delivers urban energy to
every table and every client. If it’s passion on a
plate, it’s Primi Piatti.
THINGS YOU DIDN’T KNOW ABOUT
PRIMI PATTI
¶ Primi Piatti offers a gluten-free, sugarfree and wheat-free pizza base
¶ At least 4 new staff members per month
are coached by professional musicians
and are given the opportunity to record
¶ Primi Piatti makes coffee from Saquella
beans imported from Italy and exclusive
to Primi Piatti in Africa
¶ Primi Extreme is the only restaurant
in South Africa that hosts a rock
climbing wall and sky divers braved the
Johannesburg traffic by landing next to
the store on the opening night