Vida e Caffè

Vida e Caffè (Brazilian Portuguese: [ˈvidɐ i kaˈfɛ], Italian: [ˈviːda e kkafˈfɛ]; stylized as vida e caffè) is a privately-owned South African café franchise, and supplier of beverage products.

vida e caffè

Inside a vida store in Constantia, Cape Town
Company type	Private
Traded as	vida e caffè
Industry	Coffeehouse chain
Founded	2001; 24 years ago (2001), in Kloof Street, Cape Town, South Africa[1]
Headquarters	Cape Town, South Africa[2]
Number of locations	320+[3]
Areas served	South Africa, Botswana, Mauritius, Ghana, Angola, Zambia, and Eswatini[3]
Key people	Darren Levy (CEO)[4][5]
Services	Coffeehouses
Parent	Vida e Caffè Holdings (Pty) Ltd
Website	vidaecaffe.com

Outside a vida store in Constantia, Cape Town

Outdoor seating at a vida e caffè store in Constantia, Cape Town

Headquartered in Cape Town, vida operates over 320 stores on the African continent, in a variety of formats.^[2][3] The name vida e caffè means 'life and coffee', mixing the Portuguese for 'life' with the Italian for 'and coffee'.^[6]

History

Vida e Caffè opened their first store in Kloof Street, Cape Town, Western Cape, in October 2001. When doing so, vida drew inspiration from street cafés in Portugal, and blended that with an African style.^[1]

vida opened its first international store (the first outlet outside South Africa) via a partner, in 2013, when it branched out into Ghana.^[6]

Darren Levy became the chain's CEO in 2015.^[4]

Also in 2015, vida branched out further afield, entering into a master franchise agreement for stores in Mauritius.^[6]

In 2019, vida opened its first outlet in Zambia.^[6]

In September 2020, vida opened its first drive-through outlet in Vaalpark, Johannesburg.^[3]

Locations

As of May 2020,^[update] vida owns over 320 stores, located across 7 countries. The majority of its stores are situated in South Africa. The rest are located across Botswana, Mauritius, Ghana, Angola, Zambia, and Eswatini.^[3]

vida's store distribution includes:

• over 150 stores in the Cape Town metropolitan area and surrounds
• over 100 stores in the Johannesburg metropolitan area and surrounds
• over 30 stores in Durban and other parts of the eThekwini Metropolitan Municipality^[3]

One of its Cape Town stores is situated at the lower station of the Table Mountain Aerial Cableway, which is part of the Table Mountain National Park - the most visited national park in South Africa.^[3][7]

vida also offers drive through facilities at some of its stores; as well as home delivery through their own app (in which customers can also pay, and earn loyalty points),^[8] and in the South African MrD and Uber Eats apps.^[1][5]

A number of the stores are micro-operations located within business office spaces to cater office workers.^[9] The presence of the company, its market share, and relatively low franchise costs have been noted as a reason why the American multinational coffee company Starbucks has had limited success in expanding in South Africa.^[10][11]

The company has a partnership with the South African branch of Shell to sell coffee at its petrol stations across the country.^[12] It does this at some Shell petrol stations through the brand Torrador by Vida e Caffe, which was co-developed by Shell and vida, and has a customized menu. There are also Torrador Self Service offerings at some Shell garages.^[5][13]

Operations

vida operates over 320 stores, through a number of different formats. These include:

• High Street (traditional) stores, situated in shopping districts and on main roads in towns and cities
• Forecourt locations, situated at gas stations
• Drive-thru stores, providing customers with a way to purchase from their cars
• Corporate locations, serving specific clients' offices
• Other locations, including hotels, convention centers, and vending machines.^[3]

vida is the official coffee partner to South African medical insurance provider Discovery, and South African book retailer Exclusive Books.^[14]

It also operates 19 cafes inside various stores of local building and garden supply chain Builders Warehouse, and supplies coffee to South African airline, LIFT.^[14]

Through its model of operating stores inside corporate headquarters, vida has outlets in HQs of businesses in South Africa including those of EY, MultiChoice, Vodacom, MTN, Old Mutual, The Foschini Group, Liberty Life, KPMG, Sanlam,^[15] and Standard Bank^[5]

vida allows selected individuals to operate franchie stores, via its entity, Vida e Caffè Corporate Services (Pty) Ltd. This setup provides franchisees with training, vending audits, access to a national technical support network, as well as equipment rental options.^[3]

Outdoor seating at a vida in Durbanville, Cape Town

Coffee and baristas

vida offers a range of bespoke, and single origin coffee blends, which are named using an astronomical theme, such as being named after stars and constellations. Examples include Auriga, Estrela, Electra, Devra, and Vega.^[16]

The company sells hot and cold drinks at its outlets, and uses barista machines from Gaggia. vida also sells take-home coffee in capsule and bean form,^[17] as well as other items, including ready-made food. Some locations offer both indoor and outdoor seating.

Kwa-Zulu Natal-based coffee producer Redberry Coffee (the Redberry Coffee Collective) has partnered with vida to sell its 100% arabica coffee at vida cafes.^[18]

vida refers to its baristas as Passionistas, and every barista undergoes at least 3 months of training. Passionistas learn experientially, and train in either Cape Town or Johannesburg.^[1]

Sustainability

Through its sustainability initiative, Grab Green, and its broader sustainability journey, vida e mundo (Brazilian Portuguese for, "life and world"), vida focuses on making a positive impact on the planet. This includes community engagement, and the use and sale of eco-friendly products, such as fully compostable coffee capsules, reusable travel mugs, reusable coffee cups, 100% hemp tote bags, and used coffee grounds for gardening.^[19]