Urban Flame Shisanyama — Company Overview

Urban Flame Shisanyama (Pty) Ltd will be registered as a private company with the Companies and Intellectual Property Commission (CIPC) in accordance with the Companies Act 71 of 2008. The company will be fully compliant with all SARS tax requirements, including corporate…

Section 2 · Business Plan

Company Overview

2.1 Legal Structure & Registration

Detail	Description
Company Name	Urban Flame Shisanyama (Pty) Ltd
Registration	CIPC (Companies Act 71 of 2008)
Tax Status	SARS-registered; VAT-registered
B-BBEE Level	Target Level 2 contributor
Industry Classification	Hospitality / Food Service (SIC 5610)
Number of Directors	2-3 (Founding team)
Financial Year-End	February

2.2 Vision & Mission

Vision: To become South Africa’s leading branded
shisanyama chain, transforming the traditional buy-and-braai model into
a nationally recognised, investment-grade hospitality brand that
celebrates and preserves braai culture while delivering consistent
quality, safety, and unforgettable social experiences.

Mission: Urban Flame exists to provide an authentic,
premium shisanyama experience that honours South African braai
traditions while meeting international food safety and hospitality
standards. We create vibrant community gathering spaces where
exceptional meat, live entertainment, and genuine warmth combine to
produce memories that keep customers returning.

2.3 Business Model

Urban Flame operates a hybrid shisanyama model that integrates five distinct but complementary revenue streams under one operational roof. This diversified approach mitigates single-source revenue risk while maximising average customer spend from approximately ZAR 150 to ZAR 300 per visit.

2.3.1 Revenue Stream Architecture

Revenue Stream	Description	Gross Margin	% of Revenue
Butchery / Meat Sales	Raw meat counter: beef, chicken, boerewors, lamb, pork	35-40%	40%
Braai Service / Prepared Meals	Grilling fee + prepared meal combos with sides	55-65%	22%
Beverage Sales (Alcohol)	Draught beer, spirits, cocktails, wine	60-70%	25%
Beverages (Non-Alcoholic)	Soft drinks, juices, water, traditional beverages	65-75%	5%
Events & Entertainment	Cover charges, VIP areas, private functions, catering	70-80%	5%
Ancillary Services	Car wash, merchandise, delivery partnerships	40-50%	3%

2.4 Value Proposition

Urban Flame’s value proposition rests on four pillars that collectively address the gap between informal township shisanyamas and formal dining establishments:

Authenticity with Quality: Genuine open-flame braai experience prepared with premium-grade, traceable meat sourced from SAMIC-certified suppliers, served in a clean, well-maintained environment.
Social Destination: A vibrant, Instagram-worthy venue with live music, DJs, and curated weekend events that position the shisanyama as a lifestyle destination rather than merely a food outlet.
Inclusive Accessibility: Premium experience at mass-market price points (average spend R150-R300), ensuring broad market appeal across LSM 4-10 segments.
Operational Excellence: Technology-enabled inventory management, POS integration, and standardised food preparation processes that ensure consistency, minimise waste, and support scalability.

2.5 B-BBEE Strategy

Urban Flame is committed to achieving a minimum Level 2 B-BBEE rating within the first operational year. The strategy encompasses majority black ownership (51%+ equity held by black South African citizens), targeted skills development programmes for staff from surrounding communities, preferential procurement from black-owned suppliers (targeting 80%+ of addressable spend), and enterprise development support for emerging suppliers and local entrepreneurs.

A strong B-BBEE rating positions the company favourably for government catering contracts, corporate event bookings, and tourism partnerships while aligning with South Africa’s broader economic transformation objectives.

This document contains proprietary and confidential information. Distribution without written consent is prohibited.