Our Team

We love (our) people. We love food.

about-ourteam-image
Team-Peter

PETER CASTLE, MANAGING DIRECTOR, FRANCHISE COMPANY

Peter Castle, Executive Director; Bsc Qs co-founder of PRIMI WORLD with more than 30 years experience in hospitality and construction & property development. Peter has conceived, developed and owned residential, commercial & industrial property; restaurants; hotels and a private hospital group.

Peter is responsible for strategy, leadership and overall management. He’s an extreme sportsman, enjoying flying, skydiving, snowboarding, long distant sea swimming & kayaking, scuba diving and kite surfing. Another passion of his is traveling the African continent.

Team-Cesco

Francesco Zanasi, Managing Director, Corporate Stores

Francesco Zanasi, co-founder of PRIMI WORLD, Matriculated at Damelin College and joined Nino (father) in his restaurant. With more than 20 years experience in the restaurant business, Cesco conceptualises and develops menus, designs, equipment and layouts. Other than his passion for people and food, Cesco is a skilled musician (saxophone and piano). He enjoys motorbike out-rides and reading.

Team-Hitesh

Hitesh Patel, Franchise Director

Hitesh Patel; BComm LLB Hdip (Tax) with some 10 years experience in commercial & property law with Mallinicks and Old Mutual PLC. Hitesh joined as a Franchisee purchasing PRIMI Pomodoro in Camps Bay in 2005. He successfully completed the restaurant operators’ course and operated the store for a year before joining PRIMI WORLD. His property, legal & restaurant skills combined with entrepreneurial flair makes him responsible for new business, selection and negotiation of franchisees and premises. He also oversees corporate legislation and legal matters. Hitesh is a keen golfer and enjoys traveling and networking.

Team-Alta

Alta Van Heerden, Financial Director

Alta Van Heerden; BComm. (Hons) Accountancy, CA (SA) has 19 years experience fulfilling the roles of audit manager with Deloitte & Touche Windhoek, group financial manager and Director Corporate Finance of the Ohlthaver & List Group of Companies in Windhoek, Namibia, and financial director of PRIMI WORLD.

Alta is responsible for the financial management of PRIMI WORLD. She ensures accurate and timely financial reporting for both the franchisees and PRIMI WORLD and is responsible for the budgeting and financial planning of the Group. Her hobbies consist of diving, hiking and jogging, and she appreciates classical music and celebrated films. Keeping her mind stimulated, Alta continually studies numerous subjects in the fields of philosophy and psychology and enjoys traveling.

Team-Sean

Sean Holmes, Marketing Director

Sean Holmes; Bachelor of Business Science Degree Majoring in Marketing and Diploma in Computer Studies, for the past 17 years has endorsed and promoted the following brands: Oakley INTL, Billabong INTL, Red Bull INTL. Dragon Optical, Reef Wetsuits, Mark Shuttleworth Foundation – HIP2B2, Von Zipper Eyewear, Kustom Footwear, Geraghty Shapes-Surf Shapes, Island Style Hard Goods, and worked for 3 years as marketing manager for Billabong SA (PTY) LTD, directly after which he joined PRIMI WORLD as marketing manager in August 2007.

Sean is responsible for planning, development and implementation of PRIMI WORLD’s marketing strategies, marketing communications and public relations activities.

Team-Gavin

Gavin Burnard, Operations Director

Gavin Burnard; matriculated from Athlone Boys High School in 1993, joined the SA Post Office where he started as an investment clerk and worked with Treasury & Defence Bonds. Thereafter Gavin worked with Old Mutual Life Assurance as an agent selling financial long term products. Gavin relocated to Cape Town and joined NINO Green Market Square as a waiter, assisted opening NINO Camps Bays as a manager in 1997 and helped to open the very first PRIMI Piatti at the V&A Waterfront as GM in 1999.

Today Gavin oversees operational service standards; food quality, brand protection and the general upkeep of PRIMI Company owned and franchised restaurants. Gavin enjoys scuba diving, motorbikes and cooking.