PRIMI first shot to fame in 1999 and brought a taste of ‘the old country’ into a vibrant urban context. The new menu delivers the punchy flavour, Mediterranean-inspired wholesome food, and unpretentious eating experiences fans have come to expect from PRIMI. Here are 6 reasons to try it now.

1. Dishes are made from scratch using trusted recipes

PRIMI calls upon recipes dating back over two hundred years, with great effort being made to source pure ingredients, without artificial additives, such as premium 00-grade stoneground flour, bronze-drawn artisanal pasta and pure tomato pulp imported from Italy. Fresh herbs, desert rock salt, toum and olive oil enhance the prime cuts of meat, sustainably farmed salmon trout and vegetables. Even the dipping sauces and PRIMI condiments are made from scratch, so diners can rest assured that the tasty dishes are also packed with nutrition.

2. Ingredients are the hero

In the pursuit of taste, PRIMI always acknowledges ingredients, making them the lead players with the focus on unleashing their true potential. The right cooking technique paired with perfect timing and the simple addition of natural seasoning brings flavours to the forefront. By having keen knowledge of prime ingredients and the traditional art of releasing flavour, PRIMI strives to create real taste without artificial distractions.

3. The new Spuntini section is the answer to the tapas trend

The menu, although still featuring the great traditional foods fans have come to know and love, now includes a Spuntini section, referring to the communal dining style beloved of the Italians. Great snack foods will tide you over until dinner, a quick bite between meetings, or something to munch on while you are watching the rugby. The array is superb; order a variety of flavourful dishes, share, dip and mix. From Italian Meatballs served with a creamy relish, and hand-pressed and stone-baked Flatbreads with a variety of fresh dips to fresh Beef Carpaccio, you will most certainly not be lacking for something tasty and healthy to enjoy.

4. New mains will impress

Looking for something a bit more filling? Why not try the new extensive range of meat, chicken and fish dishes? The Porcini Steak, a prime cut of rump, perfectly grilled and topped with a tasty creamed garlic and porcini mushroom purée is beyond compare. Those who are banting need not stress, the Mediterranean Fillet is carb free and delicious. The Flame-grilled Chicken Prego is also a hit and the Baked Salmon Trout Parcel served on a bed of fresh spinach with coriander, mint, caramelised lemon, capers and sautéed onions is superb.

5. Perfect pizzas

Striving to serve traditional Pizza Napoletana, PRIMI uses high-protein flour, filtered water, extra-virgin olive oil, desert rock salt, natural yeast and malt. The 24-hour-matured and hand-stretched pizza bases are topped with Italian tomatoes, Fior di Latte and mature mozzarella, and then baked until golden, fragrant and tender-crisp. Wheat- and gluten-free pizza bases crafted with organic ingredients are also available. New PRIMIs at Eden on the Bay (Cape Town), Gateway (Umhlanga) and Eastgate (Gauteng) boast a new state-of-the-art pizza oven imported from Italy, that combines traditional wood-fired baking with innovative gas-burner technology. The result is an oven that reaches up to 450 degrees Celsius and produces a perfectly baked pizza every time.

6. Unbeatable ambience

PRIMI provides a truly urban landscape with an eclectic mix of people, great food and dynamic interactions. Each store creates its own visual identity that embraces its local context and the personality of the restaurateur. The stores tastefully interweave contemporary décor and urban artwork with handcrafted, traditional materials. Keeping with the brand’s values of honesty and integrity, the kitchen galleys are visually accessible and form part of the restaurant’s key features.

Connect with PRIMI at www.primi-world.com, on facebook.com/PRIMIworld and twitter.com/PRIMIworld.