While the hum of a high-end espresso machine defines the luxury of the home barista, a different kind of coffee culture was brewing right here in the Western Cape. Long before it became a national phenomenon, a home-grown revolution was quietly taking shape in the heart of the Northern Suburbs—one that aimed to prove that a premium caffeine fix shouldn’t be a luxury reserved for the few.
From a Durbanville Dream to a National Engine
The story began in October 2016 at 21 Wellington Road, Durbanville. Husband-and-wife founders Nicolene and Tomer Elhadad didn’t just stumble into the industry; they spent two meticulous years refining a “business engine” designed to disrupt the status quo.
The spark for Xpresso Café came from a simple, relatable moment: while sitting in a local shopping centre, the couple realized that high prices were turning a simple daily pleasure into an out-of-reach expense for many South Africans.
“It was heartbreaking to see so many people who could not ‘spoil’ themselves daily with a good cup of coffee,” Nicolene recalls. “We decided to change that.”
Winning Over the Skeptics
Living locally allowed the Elhadads to be hands-on from day one, but the launch wasn’t without its hurdles. Their biggest challenge? Convincing Capetonian coffee lovers that an R10 latte could actually be the “real deal.”
The skepticism didn’t last long. Once locals tasted the freshly ground beans and saw pastries “as big as your hand,” word of mouth spread like wildfire. Within just three weeks, the demand was so high that they had already expanded to Cape Gate and Shortmarket Street in the CBD.
The Power of the “No-Brainer” Price
In an era where a flat white in the Mother City can easily push past R45, Xpresso’s commitment to its “no-brainer” pricing is a breath of fresh air. Despite global shifts, they have only adjusted their prices twice in nearly a decade—holding at R10 for five years, moving to R12 in 2021, and landing at the current R14 in late 2024.
This isn’t just a discount; it’s a scaled operation. By establishing their own Jackass Roastery and a dedicated food factory right here in Cape Town, the Elhadads ensure that every item—whether grabbed at Somerset Mall, Canal Walk, or the original Wellington Road spot—maintains the quality that put them on the map.
Looking Ahead to 2026
What started in a small Durbanville shop has grown into a network of over 75 stores, selling 3 million items a month and supporting over 500 families. As they look toward a massive brand “refresh” and potential international expansion in 2026, Xpresso remains a testament to Cape entrepreneurial grit. It’s a reminder that in our community, the “magic of the roast” is a daily right, not just a weekly treat.
