To understand the story of Boneheads you need to know about the people behind it. They were not businessmen. They were a group of great restaurateurs from the U.S. and South Africa, master chefs and people who just appreciated good food and the happiness that comes with it.
So when you take out the business aspect, you get simple questions like "Why deep fry fish or chicken when you can enhance the natural flavors and keep it healthy by simply grilling it?"

"If you can create mouthwatering meals using succulent sauces like Piri Piri, wheres the need to charge more than ten bucks?"

And most important, "Why dont we open a restaurant?"

Well, when businessmen heard such talk they said, "Thats Boneheaded." But when they tasted the life-affirming, mouthwatering, leave you begging for more, fresh grilled chicken and fish dishes, they said, "You guys need to open a restaurant."