Caffe Primo

Caffe Primo is an Australian hospitality franchise that provides an extensive menu of breakfast, lunch, and dinner options. The brand offers a range of casual dining products, including pizzas with thin-style bases, various pasta dishes such as spaghetti and penne, burgers, and risottos. In addition to main meals, the network serves hot and cold beverages to a broad consumer demographic seeking affordable dining solutions. The business model utilizes a traditional storefront format designed for high-capacity dine-in service, with some locations historically accommodating up to 350 patrons. Revenue is generated through on-site meal service, supplemented by a takeaway component known as Primo on the Go and delivery services facilitated through third-party platforms like Uber Eats. The operational strategy emphasizes price-pointed meal deals, such as lunch and dinner specials and discounted second-meal offers, to drive customer volume and repeat business. Founded as a family-operated entity in 1998 before commencing franchise expansion in 2004, the network is primarily located within South Australia. While the brand reached over 20 stores and significant turnover by 2006, the current network size is approximately 12 units. The franchise provides centralized support in the form of training and marketing, maintaining a brand identity focused on accessibility and value within the casual eatery sector.