The menu is engineered for throughput, margin and brand distinctiveness, over-indexing to the highest-growth chicken and burger categories while sustaining all-day trading through breakfast, beverage and dessert platforms.
Core menu categories
|
Platform |
Signature offering |
Strategic role |
|---|---|---|
|
Signature burgers |
Flame-grilled beef, crispy chicken, gourmet stacks, African-spiced |
Brand hero; premium price anchor |
|
Chicken products |
Fried and grilled chicken, wings, wraps |
Highest-growth category; traffic driver |
|
Breakfast platform |
Muffins, egg rolls, wraps, coffee combos |
All-day trading; incremental daypart |
|
Sides |
Fries, loaded fries, onion rings, mozzarella bites |
Attachment and basket-size growth |
|
Beverages |
Premium coffee, milkshakes, frozen drinks |
High-margin attachment |
|
Desserts |
Sundaes, ice cream, donuts, waffles |
Impulse and margin uplift |
Menu engineering and margin discipline
Each item is positioned on a margin-versus-popularity matrix to maximise contribution per transaction. Bundling strategy pairs high-margin beverages and sides with hero proteins to lift average basket size, targeted at R98 in a representative drive-thru (Section 21). Food cost is managed to a 28%–32% target band through central procurement, standardised recipes and yield control.
StrengthCategory focus aligned to growth and resilience
By anchoring the menu in flame-grilled and fried chicken and signature burgers, Aurum Grill concentrates on the categories with the strongest demand growth and greatest price resilience through economic cycles, a defensive as well as offensive menu strategy.