The coffee takeover: Bootlegger's plan to have 200 stores by 2028
The franchise has grown rapidly since its first Sea Point store in 2012, and now has plans to expand its network to 200 outlets by 2028.
Originally founded by friends Pieter Bloem and brothers De Waal and Antonie Basson, Bootlegger was born out of a simple frustration: the lack of quality coffee shops open early enough for their early morning cycling routines.
Their solution was to buy a small café called Go Gos, which they soon rebranded as Bootlegger – a name inspired by the rebellious spirit of 1920s America.
Thanks to Bloem's experience as a Col'Cacchio franchisee, the partners managed to turn their idea into a fast-growing business.
The first few years brought challenges, but their formula – a mix of good coffee, bold design, and a touch of rock 'n' roll – quickly won over South Africans.
Bootlegger currently has over 80 stores countrywide, mostly located in Cape Town and Johannesburg. There are also outlets in Pretoria, Durban, Bloemfontein, George and Potch.
Did you know that every Bootlegger store features a neon-lit lyric from an AC/DC song on one of its walls?
This is a nod to the brand's edgy, rock 'n' roll identity. Each store has a line from an AC/DC song on the wall. Image: Supplied
Bootlegger prioritises quality and sustainability, sourcing Rainforest Alliance Certified beans from Costa Rica, Guatemala, and Tanzania.
The company runs one of the largest micro roasteries in the country, roasting up to 400 tonnes of premium coffee annually.
Bootlegger's menu features wholesome all-day breakfasts along with classic lunch and dinner options. The company also prides itself in providing vibrant workspaces, complete with uncapped WiFi.
For those interested in becoming a franchisee, Bootlegger offers two concepts – All Day Cafe (setup cost = R3 – 3.5m) and XS Cafe (setup cost = R1.5 – 2m).
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