If you live in Cape Town or have ever visited for a holiday or a business trip, there’s a good chance you’ve enjoyed a cup of coffee and a bite to eat at one of the Knead cafés and bakeries dotted around the city. What started as an artisan bakery in the heart of the city bowl in 2006 has since expanded to a chain of five establishments across the metropole, each offering a range of freshly baked goods and locally sourced delicious treats.
While each Knead branch offers a similar relaxed vibe and seasonal menu, each café is owned and managed by a different franchise owner. Knead Dean Street, situated in the leafy suburb of Newlands, is owned by Jameel Wilson, an avid foodie and entrepreneur who has put his heart and soul into the business.
Embarking on a culinary journey
As far back as Jameel can remember, he’s always had a fond association with food and realised from an early age it was his passion.
“My journey into the food industry began at home, cooking with my mother and sisters. My mother encouraged my love for food by taking me to cooking events like Scouts, where we learned to cook in the bush, making simple dishes like baked beans. While I never imagined becoming a chef at the time, my passion for cooking grew over the years and eventually led me to pursue it as a career,” said Jameel.
Jameel pursued formal culinary studies and began his professional journey at 95 Keerom, a prestigious Italian restaurant in Cape Town. It was one of the top restaurants at the time, where he gained extensive training in Italian cuisine. From there, he expanded his experience by working at various establishments, including Bizerca Bistro and the Radisson Blu, where he specialised as a pastry chef.
“One of the most significant milestones in my career was opening the Taj Hotel in Cape Town. When I joined the project, the hotel was still an empty concrete shell, with no elevators or equipment. As one of the first chefs hired, I was involved in everything from menu development to setting up the kitchen infrastructure. Witnessing the hotel’s transformation into a thriving establishment was an incredible experience,” said Jameel.
After years in the industry, Jameel decided to take a different path and became a chef instructor at the Cape Peninsula University of Technology (CPUT) teaching first, second and third-year students.
Although a rewarding experience, like many chefs he aspired to work internationally. “One evening while browsing job listings, I came across an opportunity with Etihad Airways as a chef for their flagship first-class service. After applying I was invited for the assessment and successfully secured the job,” said Jameel.
In 2016 Jameel moved to Abu Dhabi and began an exciting chapter as a first-class cabin chef. The role demanded high standards of service, including bespoke meal preparation—something unique to Etihad.
“Unlike most airlines that offer pre-set meals, we customised dishes to passengers’ preferences, preparing steaks to specific temperatures and making eggs to order. This experience refined my attention to detail and customer service skills while allowing me to travel the world and interact with high-profile individuals, including Gordon Ramsay,” said Jameel.
Returning home and establishing business roots
After five years, the COVID-19 pandemic forced Etihad to cancel Jameel’s position, bringing his time there to an unexpected end. Returning to South Africa, he reflected on his experiences and realised he had accumulated extensive knowledge about food and business operations.
Soon after, he received an opportunity in Kenya to oversee a chain of cafés. Initially managing 70 locations, the number quickly grew to 90. His responsibilities included store layouts, menu development and implementing operational systems across the country.
“This experience deepened my understanding of business management, financial planning and people skills—critical lessons that would shape my next venture,” said Jameel.
After two years in Kenya, Jameel returned to South Africa with a clear goal—starting his own business. While researching franchise opportunities, he met with the franchise owner of Knead. During their discussion, he mentioned a Knead store in Dean Street was for sale.
“Intrigued, I visited the store the same day. Although small, the business had potential. Recognising a gap in the market, I decided to convert it into the first halaal Knead store in Cape Town. The transition was successful, and since opening on 18 February 2023 we have experienced significant growth, with revenue doubling under new ownership,” said Jameel.
Operating a small café with a big menu has required strategic efficiency. Despite having limited space and no traditional oven, Jameel and his team utilise air fryers, pizza ovens and flat-top stoves to deliver a diverse menu. Demand remains high, with peak times often filling the restaurant shortly after opening.
“Being hands-on seven days a week has been crucial to maintaining quality and customer satisfaction. The success of Knead has also led to job creation—providing employment opportunities for others, which is something I deeply value,” said Jameel.
Streamlining in-person payments with Payfast by Network
In September 2024, Jameel was approached by Payfast by Network to pilot their new Network POS device in his store to accept in-person card and mobile wallet payments. As part of the pilot, Jameel was able to test out the device’s functionality and offer valuable feedback to enhance its operating system.
“The Network payment terminal allows us to offer our customers a secure way to pay with a variety of cards, including Mastercard, Visa, American Express, Diners Club and UnionPay, as well as mobile wallet payments like Apple Pay and Samsung Pay,” said Jameel.
“In addition to the affordable transaction rates, features like cash tracking, remote business monitoring and daily financial reports have made business management easier. Payfast’s customer service has also been amazing from the get-go, as they helped onboard me, set me up and have been there whenever I needed support. I definitely plan on using Payfast’s card machine going forward and I’m excited to see their in-person offering grow,” continued Jameel.
Growing Knead Dean Street
As a driven individual, Jameel is excited to take his Knead establishment to new heights while continuing to uplift those around him. “Looking ahead, my goal is to continue expanding while ensuring the business operates smoothly, even in my absence,” concluded Jameel.
To learn more about how Payfast’s POS device can benefit your business, visit www.payfast.io/network or reach out to our Sales team.