Section 01Menu architecture.
The menu is structured into four pillars and 32 SKUs. Every cart carries the full menu — there is no regional substitution without HQ approval.
| Pillar | SKUs | Role |
|---|---|---|
| Signature burgers | 8 | Brand draw, photo content |
| Sides & loaded fries | 10 | Combo extender, margin engine |
| Beverages | 8 | High-margin, fast-service |
| Desserts & limited drops | 6 | Trend-driven, festival-tied |
Section 02Combo engineering.
Combos are not discounts — they are upsells. Each combo tier is engineered to lift average order value while keeping margin protected.
- Solo (Tier 1). Single signature, one side. Anchor price.
- Classic (Tier 2). Burger + side + drink. ~22% AOV lift.
- Loaded (Tier 3). Premium burger + premium side + drink + dessert. ~38% AOV lift.
- Sharing (Tier 4). Two-person combo. Strong on weekends and delivery.
A well-engineered combo improves margin even at a 10–12% headline discount because of higher absolute basket and faster service.
Section 03Margin discipline.
Every SKU carries a target gross margin band. Sustained drift below floor triggers a review:
| Pillar | Target GM | Floor GM |
|---|---|---|
| Signature burgers | 52–58% | 48% |
| Sides & fries | 62–68% | 58% |
| Beverages | 72–78% | 65% |
| Desserts | 55–62% | 50% |
Section 04Channel pricing.
Three channels — three price strategies. Mismanaging this is the single fastest way to leak margin on aggregators.
Walk-in
Anchor menu price. Combos drive AOV. Loyalty earned via app.
Aggregators (Swiggy / Zomato)
Headline +12–15% to absorb commission. Combo discipline tighter.
GRILZO Customer App
Anchor walk-in price. Wallet rewards build retention.
Catering / Events
Custom proforma pricing, separate margin model.
Section 05Dynamic adjustments.
HQ runs network-level dynamic pricing on three axes:
- Day-part. Combo offers shift between lunch, snack and dinner windows.
- Inventory. Aggressively-priced specials clear short-life ingredients.
- Demand. Festival and IPL-night surges run higher-margin combos.
Partners cannot override dynamic pricing on aggregator menus without dashboard approval.
Section 06Quarterly menu read.
Every quarter, the menu is reviewed network-wide. The framework is simple:
- Drop bottom 10%. Bottom-decile SKUs are removed unless strategically needed.
- Grow top 20%. Higher visibility, dedicated creative, combo featuring.
- Test 1 new SKU. One pilot SKU per quarter, network-wide A/B.
Want the full menu economics?
SKU-level pricing, COGS and margin tables are shared with signed partners.