ISSUE 15
June / July 2026
Order Up.
Your bi-monthly look at what's happening across Concept Eight, from marketing campaigns and menu updates, new initiatives and results across the network.
Your bi-monthly look at what's happening across Concept Eight, from marketing campaigns and menu updates, new initiatives and results across the network.
| Brand/s | Campaign / Promo name | Mechanic | Platform | Sale type | Dates |
|---|---|---|---|---|---|
| Huxtaburger | Hangry For Value Live | Everyday value platform | All channels | National | Late March → ongoing |
| Pattysmiths | Everyday Value Live | Everyday value platform | All channels | National | Late March → ongoing |
| Dante's Hot Chicken | New Location · Murrumba Downs Live | Network rollout | All channels | National | May 2026 |
| Bama Chicken | National Roll Out Live | Virtual brand network rollout | All channels | National | 27 May → ongoing |
| Bama Chicken | Branded Packaging Upcoming | Packaging refresh | In store | National | Q1 – Q2 2026 |
| Dante's Hot Chicken | Everyday Value Bundles Upcoming | Combo bundles | UberEats, DoorDash, Menulog | National | June 2026 |
| Huxtaburger | New Menu Trial · Hawthorn Only Upcoming | Menu trial | In store | Hawthorn only | 9 June → Mid August 2026 |
| Huxtaburger | Double Down Mondays Upcoming | 2 for 1 burger member offer | ATE Rewards | National | Mid June → Mid September 2026 |
| Pattysmiths | Weekdays Smashed · Winter Edition Upcoming | 2 for 1 burger member offer | ATE Rewards | National | Mid June → Mid September 2026 |
| Dante's Hot Chicken | July Chicken Summit Upcoming | Cross brand takeover | ATE Rewards | National | July 2026 |
Ocean Reef officially opened its doors early in 2026, but to celebrate they gave away 400+ burgers to the community at the end of April.
Customers started queuing from 10:30am, and the team ran full menu service throughout with a maximum wait time of around 10 minutes, a strong result for a grand opening at that volume. Dante's Hot Chicken samples (Levels 1 to 3) kept the queue entertained while they waited, and the Southern River team came up to lend a hand on the day. Customer feedback was overwhelmingly positive, and the franchise partner heads into their first full trading week with real momentum behind them. Congrats on a great event, Ocean Reef.
Establishing a strong Everyday Value platform with affordable, consistent menu options that respond to cost of living pressures while phasing out underperforming value products. The goal is to drive incremental sales and increase visit frequency by offering accessible price points that complement and support the core menu.
Open Launch Kit PDF ↗A four day deal structure (Monday to Thursday), this round member exclusive. Designed to give ATE Rewards members a compelling reason to visit midweek and new customers a reason to sign up. Every deal is locked behind the ATE app, so each transaction is both a sales win and a loyalty platform activation. The goal is simple: lift weekday covers and grow our ATE member base at the same time.
Establishing a strong Everyday Value platform with affordable, consistent menu options that respond to cost of living pressures while phasing out underperforming value products. The goal is to drive incremental sales and increase visit frequency by offering accessible price points that complement and support the core menu.
Open Launch Kit PDF ↗Mondays are our slowest trading day. Double Down is our direct response, offering ATE Rewards members a two for one burger to drive foot traffic and grow the loyalty base through a tangible, high value reason to visit. The mechanic is member exclusive, so every redemption is also an acquisition or retention win for ATE. A targeted, commercially focused activation designed to move the needle on Monday sales and long term member engagement.
Congratulations to every site that launched Bama Chicken over the last few weeks. We are well on track to hit our target of minimum $3,500 per week per site, with many sites significantly outpacing that.
Record sales weeks this cycle:
Following a successful Queensland trial, Bama Chicken has rolled out to all stores nationally as of 27 May. Please ensure all Alabama Chicken and Wings posters have been removed from your store. Contact your GSM for replacement assets where required.
Branded packaging is under development to replace the plain packaging with stickers used during national rollout. Samples expected in the next few weeks, with full production rolling out later this year.
Dante's Hot Chicken has launched at a new location this cycle. 🔥
Creators on the ground at our stores, sharing Dante's Hot Chicken with their communities. Tap through to watch.
Occasion based combos that match every party size — one, two, four plus. Lifts average order value and gives customers a clear reason to trade up the menu.
Two chicken brands, one July takeover on ATE Rewards. Supreme Leader Chicken owns the first half and Fried Chicken Day on 6 July. Dante's Hot Chicken owns the second half and Wing Day on 29 July. A cross brand voucher carries Supreme Leader buyers into Dante's territory for extra lift.
To view updates from other brands in this division, tap one below↓
| Brand/s | Campaign / Promo name | Mechanic | Platform | Sale type | Dates |
|---|---|---|---|---|---|
| Wokinabox | Brand Refresh Digital Ads Live | Awareness campaign | Facebook, Instagram | National | March 2026 → live |
| Noodle Box | Everyday Value Live | Smart Saver + Value Meals | All channels | National | Apr → ongoing |
| Noodle Box | Regular Box on Delivery Live | Trial upsize mechanic | UberEats, DoorDash | 18 store trial | 15 Apr → ongoing |
| Double Dragon Dumplings | 12 New Menu Items Live | Menu expansion | UberEats, DoorDash, Menulog | National | May 2026 → ongoing |
| Double Dragon Dumplings | 5 New Locations Live | Network rollout | All channels | National | May 2026 |
| Supreme Leader Chicken | New Location · Cleveland Live | Network rollout | All channels | National | May 2026 |
| Noodle Box | Weekday Savings Live | ATE Rewards OTC offers | In store | National | Ongoing |
| Supreme Leader Chicken | Under $12 Items Upcoming | Value tier launch | UberEats, DoorDash, Menulog | National | June 2026 |
| Supreme Leader Chicken | Everyday Value Bundles Upcoming | Combo bundles | UberEats, DoorDash, Menulog | National | June 2026 |
| Supreme Leader Chicken | July Chicken Summit Upcoming | Cross brand takeover | ATE Rewards | National | July 2026 |
| Noodle Box | Brand Refresh & 30th Birthday Upcoming | Brand identity update | All channels | National | Jul → Dec |
| Wokinabox | Menu Refresh · Virtual Brand Upcoming | New dishes, SOP simplification | In store | Virtual Brand sites | Dates TBC |
Our new Kitchen & Bar concept lands at 87 Swan Street, Richmond. A brand new format for Noodle Box, designed to deepen the dine in experience.
Now Open. Good noods. Good drinks. Good times.
Our new Kitchen & Bar Concept has opened at 87 Swan St Richmond VIC. A huge effort from so many people including the support office staff, the new managers Marta and Ethan, and all of the amazing staff at Richmond for providing an excellent customer service experience. We are excited to see the continued expansion and success of this new concept throughout the rest of the year.
Welcome to the network, Cleveland. 🍜
Cleveland opened to a packed house and did not disappoint. Locals were lining up from 11:30am, lion dancers brought the energy and the $5 box promo did its job fast. Over 100 boxes were sold in the first hour alone. Franchise Partners Sahil, Kapil and Laksh were all on the ground, with Kapil and Laksh cutting the ribbon to officially open the doors. Trade stayed strong and consistent right through to 3pm. A massive thank you to everyone involved.
Welcome to the network, Atwell. 🍜
After a three month build, Noodle Box Atwell officially opened its doors and hit the ground running. Franchise Partner Yang Bai, who joins us from Wokinabox Warnbro, kicked off her first day of trade with strong over-the-counter support from the local community. The store runs a full multi brand offer including Noodle Box, Double Dragon Dumplings, Supreme Leader Chicken, Nature's Wok and Wokinabox, operating on a 100% Megcook system. A huge congratulations to Yang Bai and her team. Big things ahead for Atwell. 💪
Welcome to the network, Clyde North. 🍜
We're thrilled to announce that Clyde North Noodle Box has finally started WOK-ing! After a lengthy delay, the local community's patience has paid off. Foot traffic out of the gate has been incredibly strong, and we're confident this store is set up for great things under Raj's leadership. Please join us in wishing Raj and Kamala all the very best as they take on their second Noodle Box store. We can't wait to see what they build.
Welcome to the network, Brassall. 🍜
We're thrilled to announce that Noodle Box Brassall is officially open! A huge thank you to everyone who played a part in getting this one across the line. Please join us in wishing Sahil and Laksh all the very best as they take on their third Noodle Box restaurant. We can't wait to see what they do with it.
South Ripley coming soon.
South Ripley is preparing to open in the coming weeks. Stay tuned for the opening date and launch promo as the store comes online.
18 stores across the network are trialing a regular box on delivery to encourage customers ordering small boxes to upsize. Six week monitoring period to assess network wide rollout.
Size mix · Before vs After
Tap to enlargeHow the mix of box sizes shifted after introducing the Regular Box. Each bar shows 100% of units sold in that group, stacked by size: Small (light), Regular (red), Big Bowl (dark). Compare Group 1 and Group 2 before and after the trial against the network control.
Part of a Concept Eight wide effort to combat consumer price consciousness. New offers designed to bring customers back more often through Smart Saver Boxes and Value Meals.
Weekly sales · Full value range
Tap to enlargeWeekly sales across all five value SKUs from July 2025 to May 2026. Bars are stacked and colour coded by SKU: Family Value, Value For One, Value For Two, Feast For One and Hungry Pack. The dashed line marks the SS delivery launch; the solid red line marks the full launch (OTC, ATE and Virtual Marketplaces).
Weekly over the counter offers exclusive to ATE Rewards members. Goal is to improve weekday sales, grow ATE memberships and lift Noodle Box brand awareness.
New brand refresh and 30th birthday campaign running July through end of year. More details landing soon.
A fresh round of digital ads bringing the new Wokinabox branding to life across social. Built to drive awareness as the brand refresh rolls into stores.
OTR Wokinabox Strathalbyn is open. 🍜
Hayley, Caitlin and the team hit the ground running with customers ordering from the moment the doors opened. Nearly 10 years since their last store opening, with several more in the pipeline over the next 12 months. Great things ahead. Congratulations to the whole OTR team. Welcome back to the network.
Virtual Brand Wokinabox locations will soon have a menu refresh including new dishes and simplification of SOPs. Designed to further differentiate the brand from Noodle Box. Rolls out after the new orange packaging is ready.
The Double Dragon Dumplings brand film. Hand folded dumplings, bold flavours, the authentic Chinese eating experience available on demand from any Noodle Box, Wokinabox or Bokyo kitchen.
Five new Double Dragon Dumplings locations have joined the network this cycle. 🥟
A fresh range of vegetarian options and bold protein dishes added to the Double Dragon Dumplings menu, live across UberEats, DoorDash and Menulog. Designed to deepen the menu for repeat customers and attract new vegetarian eaters to the brand.
Supreme Leader Chicken now operating out of select Noodle Box locations. Korean style fried chicken built for delivery and pickup, available wherever the kitchen kit allows.
Supreme Leader Chicken has launched at a new location this cycle. 🍗
A low barrier entry tier that opens the Supreme Leader Chicken menu to first-timers and price-conscious customers. Builds trial and frequency at the bottom of the ladder while driving daily traffic.
Taps the value trend through occasion based combos for one, two, and four plus heads. Gives value seekers a clear reason to trade up while lifting average order value across the menu.
Two chicken brands, one July takeover on ATE Rewards. Supreme Leader Chicken owns the first half and Fried Chicken Day on 6 July. Dante's Hot Chicken owns the second half and Wing Day on 29 July. A cross brand voucher carries Supreme Leader buyers into Dante's territory for extra lift.
To view updates from other brands in this division, tap one below↓
| Brand/s | Campaign / Promo name | Mechanic | Platform | Sale type | Dates |
|---|---|---|---|---|---|
| Acai Bros | Jules Neale's Peaches & Cream Live | Celebrity smoothie | All channels | National | 19 Mar → 15 Jun |
| South Seoul | Menu Optimisation & Koreanisation Live | Menu refresh | All channels | National | 15 Apr → ongoing |
| Bokyo | Brand Launch Live | New menu / brand | UberEats, DoorDash | National | 16 Apr → ongoing |
| Acai Bros | Everyday Value Live | Value Cups, Bundles | All channels | National | 28 May → ongoing |
| South Seoul | Everyday Value Live | Value Cups, Bundles | All channels | National | June 2026 |
| South Seoul | Noodle Season Upcoming | Korean noodle LTO | All channels | National | June 2026 |
| South Seoul | Digital Stack Upcoming | Franchise Mgmt Platform | Franchise Partners | National | June 2026 |
| Acai Bros | Winter Indulgence Upcoming | Toasties & bowls | All channels | National | July 2026 |
In April we launched South Seoul's very own Virtual Brand, Bokyo. Designed to work in harmony with the South Seoul kitchen and pantry list, while tapping into the demand for Asian flavours.
Excellent launch across the network. Your hard work is producing real results.
Congratulations to all our Franchise Partners on an excellent launch. The work and support in rolling this new brand out is producing excellent results — almost every site is already at benchmark for Virtual Brands sales in just a few weeks.
Our biggest celebrity collaboration to date. A signature smoothie co created with Jules Neale, blending peach kombucha, banana, the Collagen Co collagen, vanilla protein, mango nectar and goji berries.
417 bowls in three hours. Zero wrong orders. 🔥
Congratulations to Tracey on a successful grand opening on Sat 16 May. Under Tracey's leadership, the team delivered 417 bowls between 8am and 11am with excellent execution — not a single order incorrect. Lines formed from 7:45am and stayed strong through to lunch. The Spin to Win activity kept customers engaged through the wait. A nearby Pilates studio even cancelled their 8am class so members could come down. A testament to Tracey's networking and the relationships she has built locally. Excited to see Acai Bros Toowoomba grow from strength to strength.
Creators on the ground at our stores, sharing Acai Bros with their communities. Tap through to watch.
Filmed at Acai Bros Toowoomba
Filmed at Acai Bros Toowoomba
Filmed at Acai Bros Toowoomba
Filmed at Acai Bros Sandringham
Celebrity collaboration smoothie with Jules Neale. Launches end Mon 15 June when all Jules / JN named assets must be removed. The smoothie continues on menu under a refreshed name.
Part of the Concept Eight wide effort to combat consumer price consciousness. Introducing a lower priced range of Value Cups plus Bundle offers, designed to get customers back in more often.
Open Launch Kit PDF ↗A Winter Indulgence range including toasties (hint: Ciao bella) and bowls (Kitkat anyone?). Toasties and bowls will launch on separate dates so each gets the spotlight it deserves.
A core menu refresh aligning South Seoul's offering to its Korean brand positioning. New imagery, refreshed creative, pantry consolidation, and RRP review across all channels. Built to resonate with new and existing customers.
Three all time record weeks in May. 🔥
Congratulations to South Seoul Murrumba Downs for setting three all time record weeks in May. A huge effort from Franchise Partners Aneel and Kanwal and the whole team. Outstanding pace and consistency through the month.
Core menu refresh aligning South Seoul to its Korean brand positioning. Refreshed customer assets, pantry consolidation, RRP review across all channels.
New value options introduced as part of the menu refresh, aligning to the Concept Eight Everyday Value program. Built to address gaps at lower price points and for larger group dining.
Digital Stack is a Franchise Management Platform rolling out to South Seoul in June. It centralises Local Area Marketing, lifts Franchise Partner visibility and autonomy, and provides a suite of effective local assets that can be actioned with quick turnaround. The goal is to give Franchise Partners the clarity, control and tools to show up stronger in their local communities every day.
Keep an eye out for further communication on Access8. Your GSM will be in touch to help coordinate a training session.
ATE Rewards member exclusive offer updated in April to align with the new menu offering. Drives weekday redemptions and ATE sign ups.
Our next LTO will introduce a range of Korean noodles to the menu. Launch kit landing closer to release.
Re launch of the Seoul Steals promotion with optimised offers based on Q1 redemption data. Launch kit shared in June with full detail.
To view updates from other brands in this division, tap one below↓
| Brand/s | Campaign / Promo name | Mechanic | Platform | Sale type | Dates |
|---|---|---|---|---|---|
| All brands | Double Fuelled · National Burger Month Double points, $2 patty upgrade and a $2,000 prize draw across May. |
Double points · Add-on offer · Prize draw | All channels | Live | 1 May → 31 May 2026 |
| SL · Dante's | Chicken Summit Two-half July takeover with cross-brand voucher carrying SL buyers into Dante's. |
Brand takeover · Cross-brand voucher | ATE Rewards | Upcoming | 1 Jul → 31 Jul 2026 |
Multiple brands. One cart. One delivery fee. More convenience, more rewards, more reasons to return.
April 2026
Top performing stores · April
April 2026
Top and lowest sign-up locations · April
Restaurants ranked by new ATE Rewards member sign ups in April. The top performers show locations driving the strongest member acquisition. The lowest performers flag where staff prompts and in-store visibility need lift.
Kiosk update · April
Kiosks continue to deliver strong results across the network, up 21% on March.
The rollout is also nearing completion, with 25 new kiosks installed during April and approximately 10 locations remaining before the deployment program is complete.
As more restaurants come online and teams continue to build customer awareness, kiosks are becoming an increasingly important sales channel, helping drive convenience, improve throughput and increase average transaction values.
To maximise results, kiosks should be positioned prominently, supported with the correct signage and actively encouraged by team members. Our goal is to ensure customers embrace the kiosk experience, allowing staff to focus on food preparation, customer service and other value-adding tasks.
If you have concerns regarding kiosk placement, signage or usage at your restaurant, please reach out to your GSM for support.
Top performing established kiosks · April
Ranked by April kiosk sales.
ATE Rewards' biggest burger campaign of the year, running across May. Members get double points on every burger, a $2 double patty upgrade, and entry into a $2,000 prize draw — all building into a high impact National Burger Day push.
Two chicken brands, one July takeover on ATE Rewards. Supreme Leader Chicken owns the first half (incl. Fried Chicken Day 6 Jul); Dante's Hot Chicken owns the second half (incl. Wing Day 29 Jul). A cross brand voucher carries SL buyers into Dante's territory for extra lift.
Tap a brand to see its June and July 2026 Uber Eats promotional schedule.
Brand · 2026 promotional schedule
The people who build this every cycle. Got a question? Find them on Slack.
Soon to be mum and currently preparing for her biggest launch yet. Loves Pilates, her fiancé Jesse and long walks with Charlie.
Leads the Burger Division. Loves travelling with her husband and could probably turn shopping into an Olympic sport.
Runs ATE Rewards and loyalty across the brands. Mum to two teenage boys who loves cooking, travelling and a good cocktail.
Keeps Home Delivery moving across the network. Dad to Mallory, 1, passionate Cats supporter and always up for cricket or hockey.
Looks after the Virtual Brands portfolio. Mum to baby Alex, lover of Crocs and professional level nap enthusiast.
Leads the Asian Division. Mad Collingwood supporter who loves dancing almost as much as she loves footy.
Drives sales across our Home Delivery platforms. Newest face on the Marketing team (pronounced Cyber) and proud mum to her two year old, Z.
Passionate Essendon supporter. Loves walks around the Tan and watching reality TV like it is a full time job.
Mum of three. Loves sleep and spends most of her life trying to find more of it thanks to three kids under five.
Our Kiwi import. Loves live music, dog sitting and probably knows Melbourne's best gigs before everyone else.
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