2012: A small roastery with a simple promise
A Cup Of opened its doors in Woodstock in 2012, when speciality coffee was still a niche choice for many South African households and workplaces. The early days were hands-on from the start: sourcing green beans, testing roast profiles, packing orders and speaking directly with customers who wanted better coffee than the usual bulk option.
The first year shaped the business culture that still holds today. Every bag had to leave the roastery fresh, clearly labelled and consistent from batch to batch. Deliveries were mostly local at first, with a focus on Cape Town homes, small offices and cafés that wanted single-origin coffee with real flavour clarity. There was plenty to learn, and quite a few early mornings too.
- Founded in Woodstock, Cape Town
- Started with single-origin roasting only
- Built a direct service model for local customers
2013 to 2014: Finding the right roast and the right people
By 2013, the team had settled into a rhythm and began refining roast profiles for different origins and brew methods. This was the period where the roastery moved from proving the concept to building a repeatable standard. Each bean lot was assessed for moisture, density and flavour potential, then roasted to suit filter coffee, espresso and batch brew.
In 2014, customer relationships became a bigger part of the work. Home brewers wanted advice on grind size and water ratio, while businesses wanted help setting up coffee points that could handle busy mornings and steady foot traffic. The business started to earn repeat orders not only for the quality of the coffee but because people knew they could ask a practical question and get a clear answer.
- Refined roast profiles for multiple brew styles
- Built stronger support for home and office customers
- Started guiding clients on grind calibration and brew setup
2015 to 2016: Subscriptions, routines and regular deliveries
As more customers asked for a steady supply, subscriptions became an important part of the business. Rather than leaving people to remember to reorder, A Cup Of introduced regular delivery options that matched how South Africans actually drink coffee at home and at work. Some needed weekly supply, others preferred a monthly box, and the service was shaped around that flexibility.
These were also the years when the roastery became known for consistency. Subscriptions had to work during busy periods, on public holidays and through the usual Cape Town mix of load-shedding and weather disruptions. That meant tighter stock control, better forecasting and a proper system for packing, dispatch and customer communication. The service grew because it solved a real problem.
- Introduced subscription options for regular coffee supply
- Improved stock forecasting and order planning
- Expanded delivery support for homes and offices
2017 to 2019: Serving more than just the cup
From 2017 onwards, the business widened its offering beyond bags of coffee. Clients began asking for support with brew training, coffee menu planning and on-site setup, especially in hospitality and workplace environments where coffee had become part of the customer experience. A Cup Of responded by building services around the coffee as well as the roast.
This period also saw a stronger presence across Cape Town, including the Southern Suburbs and Atlantic Seaboard, where quality expectations are high and service has to stay practical. The team spent more time helping venues match equipment, dosing and serving styles to their menu, rather than simply dropping off stock and moving on. It was a useful shift, and one that made the roastery more valuable to clients.
- Added brew training and coffee menu planning
- Supported hospitality clients with service planning
- Expanded deliveries across more Cape Town areas
2020 to 2021: Adapting under pressure
Like many South African businesses, A Cup Of had to adapt quickly when routines changed in 2020. Coffee demand did not disappear, but the way people bought and used it shifted sharply. Homes wanted reliable supply, offices needed smaller and more flexible orders, and hospitality clients needed careful planning around changing trading conditions.
The response was to stay close to customers and keep the operation practical. The team worked on tighter stock forecasting, adjusted subscription management and kept communication clear so clients knew what to expect. Roasting continued, deliveries continued, and the business learned how to stay steady even when normal plans changed from week to week. That experience left the company stronger and more prepared for later growth.
- Adjusted ordering and delivery systems for changing demand
- Improved subscription management and stock control
- Kept service moving for homes, offices and venues
2022 to today: A wider footprint, same attention to detail
From 2022 onwards, A Cup Of grew into a national service with regular deliveries to Cape Town, Johannesburg, Pretoria, Durban and Gqeberha. The roastery also strengthened its work with businesses that needed coffee supply for meeting rooms, wellness rooms and events, where timing and presentation matter just as much as the roast itself. A good cup of coffee can shape the tone of a meeting, a morning shift or a full day on the floor.
Today, the business is led from Woodstock by Michael van der Merwe with a team built around specialist roles: Ayanda Mkhize on roasting, Jason Petersen on subscriptions, Naledi Molefe on education, Liam Naidoo on wholesale, Zinzi Dlamini on customer support and Francois Smit on operations. That mix keeps the business practical and personal. The focus is still the same as it was in 2012, fresh single-origin coffee, properly handled, and delivered with care.
- Serves households and businesses across South Africa
- Supports wholesale, hospitality and workplace coffee needs
- Maintains the original focus on quality and consistency