Brewing Big Dreams: Bootlegger Coffee Plots Bold Expansion Across South Africa

Bootlegger Coffee Plots Bold Expansion Across South Africa

In a country where coffee has become more than just a morning ritual, it’s a culture, Bootlegger Coffee Company is turning heads with a bold move to nearly triple its footprint by 2028. The Cape Town-born coffee brand plans to expand from its current 81 stores to a whopping 200 across South Africa, planting roots in every caffeine-thirsty corner of the nation.

From Early Mornings to Empire Building

It all started with three friends and a serious case of early-morning coffee cravings. Pieter Bloem, alongside brothers De Waal and Antonie Basson, couldn’t find a decent cup of coffee open before sunrise for their cycling routines. Instead of settling, they decided to create the kind of place they wished existed something warm, local, and seriously good.

They bought a small coffee shop called Go Gos and gave it a rebellious new identity: Bootlegger. Inspired by the 1920s Prohibition-era bootleggers of America, they created a brand that oozes retro cool and rock ‘n roll attitude, right down to the AC/DC lyrics glowing in neon lights on each store’s walls.

A Fast-Track Rise

In just five years, Bootlegger has grown from 18 stores in 2019 to 81 today, with a presence in Cape Town, Johannesburg, Bloemfontein, Kimberley, George, Durban and Pretoria. That growth isn’t slowing down.

“We’ve always said the store should be somewhere you’d want to start your day,” says co-founder Pieter Bloem. “But now, we want it to be a place where more South Africans start every day.”

For context, 200 stores would place Bootlegger alongside some of South Africa’s most expansive food and beverage brands. And they’re not just opening outlets for the sake of numbers—the brand is known for carefully curating each location’s vibe, food, and finish.

Rock ‘n Roast: More Than Just Coffee

Every Bootlegger location blends rustic interiors, friendly service, and a deep commitment to quality. The brand’s 100% Rainforest Alliance Certified beans come from Costa Rica, Guatemala, and Tanzania. Roasted at one of South Africa’s largest artisanal micro roasteries in Ndabeni, Cape Town, each blend carries notes of toasted hazelnut, caramel, and dark chocolate.

They don’t mess around when it comes to the technical stuff either—their roasting machines are hand-built in the Netherlands by Giesen Coffee Roasters. That may not mean much to the average joe, but to a coffee geek, it’s the equivalent of driving a Ferrari on your morning commute.

Farm to Fork and Bean to Cup

Bootlegger’s food isn’t just filler. Their focus on locally sourced, fresh ingredients has created a loyal following for their all-day breakfasts, fresh salads, hearty dinners, and yes—those addictive croissants.

If you’re curious to see how the magic happens, you can book a behind-the-scenes tour at their Ndabeni HQ. The tour walks you through their bakery, coffee lab, and roastery for a full sensory experience, priced between R250 and R600. It’s a pilgrimage for any self-respecting South African foodie or coffee lover.

Public Response: A Brew That Resonates

Social media has been abuzz since news of the expansion dropped. Twitter/X users are sharing their favourite Bootlegger stores and suggesting where the next outlets should open. One Cape Town user tweeted, “Bootlegger coming to my small town? Take my money.” Meanwhile, Joburgers are asking for more late-night hours and delivery options.

For many, Bootlegger isn’t just a coffee shop, it’s a lifestyle brand that blends nostalgia, modern café culture, and just the right amount of rebellion.

What’s Next?

The challenge now will be scaling while maintaining that hard-earned quality and charisma. But with strong systems, a clear brand identity, and growing public support, the path to 200 stores doesn’t seem so far-fetched.

In a market already saturated with franchise giants and artisanal newcomers, Bootlegger is carving out its own lane, part rock concert, part breakfast table, and fully South African.

As the sign at their Bloemfontein store says in bright neon: “Back in Business.”

{Source: BusinessTech}

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