Ever gone out early in the morning, hoping to find a great cup of coffee, only to be met with shuttered doors? That was the exact frustration that sparked the creation of what is now one of South Africa’s most iconic coffee chains—Bootlegger Coffee Company.
What began as a way to solve a personal problem has grown into a nationwide success story, and the brand is only just getting started.
A Cycling Routine Turned Business Idea
Back in 2012, friends Pieter Bloem and brothers De Waal and Antonie Basson couldn’t find a decent café open early enough after their cycling sessions.
So, they decided to take matters into their own hands.
They bought a small café called Go Gos, gave it a major makeover, and relaunched it under the name Bootlegger, inspired by the rebellious, free-spirited vibe of the 1920s Prohibition era in the U.S.
With Bloem’s background as a Col’Cacchio franchisee and a shared passion for quality, the trio turned their passion project into a growing coffee empire.
It didn’t take long before South Africans started taking notice.
The Secret Sauce Behind Bootlegger’s Success
In its early years, the Bootlegger team faced the usual startup hurdles—but their formula of strong coffee, slick design, and just the right amount of rock ‘n’ roll energy paid off.
What really helped them stand out was the atmosphere they created: vibrant, rebellious, and always welcoming.
Today, Bootlegger has grown to over 80 locations across South Africa, with most stores in Cape Town and Johannesburg, and others popping up in cities like Pretoria, Durban, Bloemfontein, George, and Potchefstroom.
Every Store Has a Rock Edge
One of Bootlegger’s coolest quirks? Every location features a neon-lit lyric from an AC/DC song on its wall.
It’s a fun tribute to their rock ‘n’ roll roots and gives each store a bold, energetic feel. It’s not just coffee—it’s a vibe.
More Than Just a Caffeine Fix
Bootlegger isn’t just about serving good coffee—it’s about doing it responsibly and deliciously.
They source Rainforest Alliance Certified beans from places like Costa Rica, Guatemala, and Tanzania.
With one of the country’s largest micro roasteries, Bootlegger roasts around 400 tonnes of high-quality coffee every year.
Their menu is designed to keep you coming back, with all-day breakfast options, hearty lunches, and wholesome dinners.
Add to that uncapped WiFi and a work-friendly atmosphere, and you’ve got the perfect space for remote working, studying, or just hanging out.
Eyeing 200 Stores by 2028
Bootlegger isn’t slowing down anytime soon. The team has big plans to expand to 200 stores by 2028, a bold move that reflects the strength of their brand and the appetite for premium coffee experiences in South Africa.
Want to Run Your Own Bootlegger?
For those looking to invest, the brand offers two franchising models:
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All Day Café: A full-service option with setup costs between R3 million and R3.5 million.
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XS Café: A more compact version, starting at R1.5 million to R2 million.
Whether you’re a die-hard Bootlegger fan or just learning about them, there may soon be one opening near you.