History

A PASSION FOR PEOPLE AND FOOD SINCE 1999.

THE MAIN INGREDIENTS FOR SUCCESS

In 1999, two passionate entrepreneurs formulated a winning recipe for success. Their vision – to consistently create delicious, quality food & offer exceptional service & value for money – backed by an innovative approach to hospitality. Skillfully combining a blend of entrepreneurial vision, good business sense and passion for food and people, Peter Castle and Francesco Zanasi cooked up an ambitious idea – the Primi World Business Venture – and they’ve never looked back!

Now a leading South African and international brand, PRIMI’s reputation and reach continue to grow, infused with a secret ingredient which Peter and Francesco call
URBAN ENERGY.

“We’re powered by a strong sense of Purpose & Passion in everything we do.” Peter Castle.

And it’s evident in every aspect of the brand, from well-trained & enthused front of house staff, sourcing of premium ingredients, healthy food preparation, quality restaurant décor and uplifting design. It is so much a part of PRIMI philosophy that “ work is love made visible” Khalil Gibran, is emblazoned across the backs of bright orange uniforms worn by staff.

Francesco Zanasi elaborates further on this positive sentiment, “When I cook for my family it is the best way I know of showing I Love them. I do it in anticipation of gasps of delight; I do it in anticipation of them showering me with compliments about the taste while their mouths are full of food. Most importantly, I want what I cook to be healthy for them. So when PRIMI set out to create a new menu, the thinking was simple. Create a menu with exactly the same intent! We have created healthy, tasty dishes prepared and served in the same way that we would at home. This is our expression of love to you.” Francesco Zanasi, co-founder of PRIMI.

The PRIMI Restaurants concept has branched out into 3 distinct variants making the PRIMI eating experience accessible to as many people as possible. True to PRIMI’S core philosophy of transparency & integrity, all kitchens are openly displayed & easy for you to see what’s cooking. Design is based around ease of flow from kitchen to your table, ensuring you enjoy a full comfort experience.