News Café, a South African café-bar and cocktail franchise, began a deliberate rebrand in 2014 to keep pace with a changing, younger customer base without losing the brand equity built over two decades.
Give customers what they actually want
The brand’s approach centred on continuous research into what its urban, social customer base wanted, then updating decor, menu and format around that feedback rather than assuming loyalty would carry the brand indefinitely.
Balance evolution with consistency
New venues brought a more contemporary look and trend-aware menu items, but the underlying standard, quality ingredients and a consistent brand experience, stayed non-negotiable across every location, including its expansion into several other African countries.
Frequently asked questions
Why did News Café rebrand?
To stay relevant to a changing, younger customer base after two decades in business, while retaining what made the original brand successful.
Is News Café still operating?
Yes, it continues to operate and expand its franchise network.
How should an older brand approach a refresh?
By listening closely to current customers rather than assuming past loyalty guarantees future relevance, then updating consistently across every location.
Does rebranding mean abandoning what worked before?
No. The most effective rebrands keep a consistent core standard while updating the customer-facing experience.
Has News Café expanded beyond South Africa?
Yes, into several other African countries as part of its ongoing growth.
Further reading: Franchising from a franchisor’s perspective
Originally published in 2016. Updated September 2026.
