The brand platform — “Bold Flavour. Fast Convenience. African Excellence.” — anchors a marketing strategy built for a digitally native, youth-weighted consumer base and funded in part by the 3% franchise marketing levy.
Marketing channels
Digital marketing
- TikTok-led product launches and challenges.
- Instagram influencer collaborations and user-generated content.
- YouTube brand and product storytelling.
- Performance-based paid digital acquisition and retargeting.
Community marketing
- School and youth-sports sponsorships.
- Community activations at store openings and local events.
- Local-area marketing playbooks for franchisees.
Loyalty and retention
- App-based rewards with personalised offers.
- Points systems and tiered benefits.
- Gamified engagement to drive frequency and first-party data capture.
StrengthA self-funding, data-compounding marketing model
The 3% marketing levy pools franchisee contributions into a national brand fund, giving Aurum Grill media weight disproportionate to its size while keeping the levy off the Company’s own P&L as a pass-through. Owned digital and loyalty channels convert marketing spend into first-party data that continuously improves targeting efficiency, a compounding advantage over operators reliant on third-party media alone.