PRIMI PIATTI.
The Concept
Consciously aware of the connectivity of all things in life and the importance of positive thought, Primi embraces creative exchanges and Urban Energy. Primi takes the mundane, the routine, the indifference and turns them into creative exchanges and inspired innovation. We are edge workers who question ‘the norm’, ‘the taken for granted’, ‘the everyday’ and Primitize it so that people derive positive expectations of the service industry and staff take pride in wearing a workers overall with ‘Work is Love Made Visible’ emblemized on the back.
Primi is all about the workers, the real people and it is the collective working together with the objective to fight against mediocrity and strive towards perfecting their contribution (whether making coffee, sweeping the floor or creating recipes) that ensures Urban Energy, personal satisfaction, and the total eating experience.
As individuals we are limited as to how much we can achieve, but by working together as a team and expressing our essence we make a bold impact. All staff start out on an equal footing with ‘no rank’ until they earn it, and it is with pure dedication and working with a sense of urgency that earnsrank coupled with financial bonuses. The ranking system ensures that the possibilities for anyone belonging to Primi are endless.
Primi prides itself on being at the forefront of the restaurant business and in the NOW of positive change. Raising the bar, Primi has implemented HACCP (Hazard Analysis Critical Control Points) and these strict hygiene protocols along with Eat Safe audits, ensures a consistently safe eating experience.
Primi food is fresh and fast,comforting and healthy, inspired by Italian tradition but influenced by the cosmopolitan present. All meals are freshly prepared from scratch using only the freshest and finest ingredients, just to give you an idea- our basil pesto is made from basil grown on the Primi farm using seeds flown in from Liguria. Primi food is natural sustenance of the most delicious kind.
Fast forward >> Primi is introducing environmental audits that aim to reduce both its energy consumption and waste. A new store, Primi Life is situated in the eco-friendly Lifestyle Garden Centre (JHB), and encompasses forward design thinking in capturing the true essence of Urban Energy in an environmentally conscious ethos. This store has integrated renewable resource energy systems for the creation of hot water and the heating and cooling of air. The inclusion of a water recycling plant ensuresthat all water is used twice and to offset carbon emissions Primi Life is prolifically lined with trees.
Parents and kids alike will be thrilled to find the “Primi Pods” kiddies area in front of the pizza section where youngsters are entertained by professional caregivers and chefs who teach the kids how to make pizzas, bake biscuits and even(hopefully) how to appreciate veggies!
And so Primi is about connecting people to each other and their surroundings, about energy and raw inspiration.
As in Life. So in Primi.
Hi, would like to know about the future of Primi Richards Bay - From my point of view the Primi concept did not get true exposure. In one of the fastest growing nodes in Southern Africa with a mix as unique as Richards Bay - what could have gone wrong? I have been at Dbn, Jhb and Pta Primi's - bottom up passion and top down conciousness delivered. I'm interested if it's available - can not have a Primi fail.