Brews & Bites

Vida e Caffè in Joburg: South Africa’s Coffee Culture Icon in 2025

Published

3 months ago

May 20, 2025

Chiraag

Coffee is more than just a morning ritual – it’s a culture, a lifestyle, and, for many South Africans, a daily moment of happiness. In Johannesburg, one name stands out as a symbol of that coffee culture: Vida e Caffè. Since its founding in Cape Town in 2001, Vida e Caffè has grown from a single vibrant street café inspired by Portuguese traditions into South Africa’s largest branded coffee chain. By 2025, it continues to redefine the way Joburg and the rest of the country enjoy their coffee moments.

From Kloof Street to Johannesburg’s Bustling Streets

Vida e Caffè’s story began over two decades ago on Cape Town’s Kloof Street, inspired by the lively, welcoming cafés of Portugal. The founders blended this inspiration with African energy, creating an environment where life and coffee come together perfectly. The chain’s philosophy is simple yet powerful: no coffee, no life; no life, no coffee.

Today, Vida e Caffè boasts over 300 stores across South Africa, including new outlets in growing cities like Secunda in Mpumalanga. Johannesburg, as the economic heart of South Africa, plays a key role in this expansion, with numerous high-street locations, drive-thrus, and retail partnerships making the brand part of everyday urban life.

What Makes Vida e Caffè Stand Out in Joburg?

Passion and People: Vida’s dedicated “Passionistas” are the heartbeat of the brand. They bring warmth, energy, and expert craftsmanship to every cup served, making each visit an experience – not just a coffee run.

Signature Coffee Blends: Vida’s signature blend, Estrela, is a 100% Arabica medium roast, sourced from Africa, Central America, and South America. This smooth, flavorful blend is joined by single-origin options and the RedBerry blend, made with beans grown locally in KwaZulu-Natal and Mpumalanga. Every blend is designed to reflect the diverse personalities and tastes of the Vida community.

Convenience Meets Innovation: Recognizing the demands of today’s fast-paced lifestyle, Vida has evolved its service model. Customers can now Order Ahead using the Vida app, visit convenient Drive-Thru locations, or have their favorite coffee, breakfast, or snack delivered through Uber Eats, Bolt, or Mr D Food.

Community Connection: With over 250,000 followers across social platforms, a robust email database, and a growing loyalty app user base, Vida stays connected with its customers daily. From promotions to community events, the brand consistently creates reasons for customers to stay engaged.

Also read: Bootlegger Coffee Company, Johannesburg: Ethical Sourcing and Quality Coffee

Looking Ahead: Vida e Caffè’s 2025 Expansion Plans

As of 2025, Vida e Caffè is firmly focused on international growth, aiming to reach 500 stores across Africa and the Middle East by 2028. The expansion targets new markets in the Gulf Cooperation Council (GCC), including the UAE, Saudi Arabia, Qatar, Oman, Bahrain, and Kuwait.

Outside of South Africa, Vida already operates in Ghana, Mauritius, Zambia, Eswatini, and Botswana. These stores extend the brand’s uniquely South African vibe to the rest of the continent and beyond.

Locally, Vida continues to grow through strategic partnerships with petrol station retailers Shell and Sasol, the well-known convenience store chain SPAR, and DIY giant Builders Warehouse – bringing great coffee to even more everyday locations.

Image 1: Uber Eats

More Than Coffee: A Lifestyle Choice

For many in Johannesburg, Vida e Caffè represents more than just a great cup of coffee – it’s about embracing a lifestyle that celebrates energy, optimism, and authentic connection. The brand’s ethos, known as “the vida e caffè way,” is built on joy, passion, and a commitment to creating uplifting experiences.

Whether you’re enjoying a smooth flat white, a cold brew on a hot day, or a buttery croissant between meetings, Vida invites you to pause and savor life’s good moments – one cup at a time.

If you’re in Johannesburg and haven’t yet stepped into a Vida e Caffè, now’s the time. With its perfect blend of convenience, quality, and vibrant culture, Vida is more than just a coffee brand – it’s a part of daily life. Whether you’re grabbing a quick espresso or relaxing with friends, Vida e Caffè serves not just coffee, but connection.

Stay tuned for new store openings and keep an eye on the Vida app for exclusive rewards and updates. The next time you think coffee in Joburg, think Vida.