Bootlegger Coffee’s Bold Expansion: From Cape Town to 200 Stores by 2028

Bootlegger Coffee’s Bold Leap: Brewing Success Across South Africa

In just over a decade, Bootlegger Coffee has surged from a humble Cape Town startup to one of South Africa’s fastest-growing coffee chains. With 78 locations already scattered across major cities like Cape Town and Johannesburg, the brand now has its sights set on a massive expansion, aiming to open 120 new stores across the country by 2028.

But how did this homegrown coffee brand go from a single shop to becoming a force in the local coffee industry? Let’s take a closer look.

A Passion for Coffee Born from a Cycling Routine

The story of Bootlegger begins with three best friends: Pieter Bloem and brothers De Waal and Antonie Basson. In 2012, after spotting a gap in the market for good coffee available before 6:30 a.m., they decided to take matters into their own hands. As avid cyclists, they were on the lookout for a café that served high-quality coffee early enough to fuel their rides. When they couldn’t find one, they decided to create it themselves.

They purchased a small café called Go Gos and transformed it into Bootlegger, a name that draws inspiration from the rebellious spirit of 1920s-era America. The brand’s signature mix of rock ‘n roll charm and high-quality coffee made an immediate impact.

Rock ‘n Roll Meets Coffee Culture

One of the things that sets Bootlegger apart is its unapologetically bold and fun character. Inside each of its stores, you’ll find neon signs showcasing lyrics from classic AC/DC songs, adding a playful nod to the rock culture that inspired its creation. For example, in the new store located in Wooldland Hills, Bloemfontein, a glowing “Back in Business” sign adds a touch of personality to the space.

This quirky and charismatic branding has resonated with coffee lovers across the country, helping the brand become a mainstay in the South African coffee scene. Despite its humble beginnings, Bootlegger now has a rapidly expanding network, having grown from just 18 stores in 2019 to 81 in 2023, with the goal of hitting 200 by 2028.

Commitment to Quality: From Bean to Cup

At the heart of Bootlegger’s success is a commitment to quality. The company sources 100% Rainforest Alliance Certified beans from Costa Rica, Guatemala, and Tanzania, ensuring that every cup is crafted from ethically sourced and sustainable coffee.

But it’s not just the beans that make Bootlegger stand out. The brand’s roastery in Ndabeni, one of the largest micro-roasteries in the country, roasts between 350 and 400 tonnes of coffee each year. Using state-of-the-art Dutch-made Giesen coffee roasters, the company ensures that every batch is roasted to perfection, delivering a smooth and rich flavor with notes of toasted hazelnut, caramel, and dark chocolate.

A Focus on Sustainability and Local Sourcing

Sustainability is at the forefront of Bootlegger’s operations, not just in their coffee production but also in their food offerings. All produce used in their stores is locally sourced, ensuring freshness while supporting local farmers and suppliers. The brand’s food menu focuses on wholesome meals, from all-day breakfasts to hearty dinner options, all designed to complement their premium coffee.

Behind the Scenes: Coffee Tours Like No Other

Beyond their coffee shops, Bootlegger also offers a unique behind-the-scenes experience at their Ndabeni premises. For coffee enthusiasts and curious visitors alike, the Bootlegger coffee tour takes you through their roastery, bakery, and restaurant, offering an exclusive look at how their coffee is made from bean to cup. Prices for the tours range from R250 to R600 per person, making it an exciting and educational experience for any coffee lover.

Bootlegger’s Future: Brewing Success Nationwide

With the ambitious goal of reaching 200 stores by 2028, Bootlegger is on track to become a household name across South Africa. Its expansion plans reflect a growing appetite for high-quality, sustainable coffee and locally sourced meals. The rise of Bootlegger is more than just about coffee – it’s a story of entrepreneurship, passion, and a commitment to doing things differently.

As the company continues to grow, its blend of quality, personality, and sustainability is sure to keep South Africans coming back for more. Keep an eye out, because Bootlegger’s next location could be just around the corner – and it’s bound to bring more rock ‘n roll vibes along with that perfect cup of coffee.

Key Takeaways:

• Bootlegger’s Growth: From 18 stores in 2019 to 81 in 2023, with plans to hit 200 by 2028.

• Sustainability: 100% Rainforest Alliance Certified beans and locally sourced produce.

• Rock ‘n Roll Vibe: AC/DC lyrics adorn stores, adding personality to every location.

• Behind the Scenes: Bootlegger offers immersive tours of its roastery, showcasing its bean-to-cup journey.

By combining high-quality coffee with a bold, unique brand identity, Bootlegger is setting itself up for a bright future – and it’s only just getting started.

Source:Business Tech 

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