Section 01Brand identity.
GRILZO's identity sits at the intersection of fire and discipline. Warm, confident, food-forward — not loud, not "festive". The brand wears charcoal, ember and warm cream — never neon.
- Voice. Confident. Specific. Never apologetic. Never gimmicky.
- Type. Editorial serif for the headlines. Clean sans for everything else.
- Colour. Charcoal #0D0D0E, ember #B83A1B, warm gold #C28729, paper #F7F1E2.
- Photography. Close, warm-lit, never plastic. Steam, char, texture.
Detailed brand-book usage — logos, lockups, clearspace, typography sizing — is in the GRILZO Brand Book v2.1, available to signed partners.
Section 02Packaging system.
Packaging is part of the meal — not an afterthought. Every container is functional, branded, and selected for the food it carries.
| Item | Material | Notes |
|---|---|---|
| Burger box | Kraft, food-safe ink | Vented, charcoal-band branding |
| Fries sleeve | Coated kraft | Heat-retentive, brand stripe |
| Beverage cup | Double-wall paper | Logo emboss, no plastic lid for ice drinks |
| Delivery bag | Insulated, sealable | Reusable, returnable on rider runs |
It's the easiest way to dilute the brand and the fastest way to lose customer trust. Always use the GRILZO supply.
Section 03The service script.
The service script isn't a robotic recital — it's a structure that ensures every customer is greeted, helped and remembered.
- Greet within 6 seconds. Eye contact, smile, "Welcome to GRILZO."
- Recommend. "Try our Loaded Cheese — it's the chef's pick today."
- Confirm. Repeat the order back. Read the price. Confirm spice level.
- Set ETA. "We'll have this for you in 4 minutes."
- Hand over warmly. "Enjoy. We'd love to see your rating."
- Goodbye. "See you soon!" — even if it's a delivery rider.
Section 04Customer rituals.
Rituals are what make the brand feel like a brand — not a stall. These are non-negotiable across the network.
The first-bite napkin
Every order is handed with a branded napkin under the box. Never bare counter.
The temperature check
If a delivery sits more than 4 minutes, it's re-grilled. No cold burgers leave the cart.
The complimentary sauce
One free signature sauce sachet on every order. Always.
The upsell prompt
Suggest a combo or upgrade exactly once. Never twice.
Section 05Feedback & recovery.
Bad days happen. The brand isn't built on never failing — it's built on recovering well.
- Immediate. If the customer raises an issue at the counter, replace the item — no questions asked.
- Same-day. If the issue surfaces on app or aggregator within 6 hours, refund or replace plus a voucher.
- Next-day. Beyond 24 hours, response within 12 working hours, resolved within 48.
Every recovery action is logged on the Franchise Dashboard. Patterns are reviewed monthly with HQ.
Section 06Do's & don'ts.
Do
- Wear the uniform, fully buttoned, tucked in
- Maintain counter cleanliness on a 30-minute cycle
- Display the menu and price card prominently
- Greet, confirm, hand over, follow up
Don't
- Add "off-menu specials" without HQ approval
- Run pricing experiments without dashboard sign-off
- Use non-GRILZO packaging or cutlery
- Argue with a customer — escalate, don't engage
Need the full Brand Book?
Brand Book v2.1 is shared with signed partners. Request a partner intro call.