Sample result
Contrarian Hook Generator for Restaurants
The owner asked this:«Sazón de Origen, contemporary Colombian food in Medellín: 2 locations, 6 years, 24 people, average check of 48.000 COP and 34% food cost. I sell in the dining room, through my own delivery and one delivery platform, and I post on Instagram and WhatsApp. I am tired of being told that home-style food has to be cheap and that delivery arrives exactly like the plate in the dining room. I want hooks that say the opposite and that I can defend with what I actually do in my kitchen, without picking a fight with anyone.»
① The belief map (with its risk, before any counter gets written)
| Belief, as people say it | Who holds it | How widespread | Reputational risk | Decision |
|---|---|---|---|---|
| «Home-style food has to be cheap» | Weekday lunch guest | Very widespread | Medium | Runs: the recipe costing backs it |
| «Delivery arrives just like the dining room plate» | Own-delivery guest | Widespread | Low | Runs: the delivery menu is already trimmed |
| «You have to be on every delivery platform» | Owners in the trade | Very widespread among peers | Medium | Runs: the commission comes out of this till |
| «The bigger the menu, the better the restaurant» | Weekend guest | Very widespread | Low | Runs: the menu went from 28 to 19 dishes |
| «A restaurant that is empty at lunch is a bad restaurant» | Trade and guests | Medium | High | Waits: Tuesday does 45 covers and the counter would read as an excuse |
How it was decided. All five came from the table, the peer group and the last 90 days of reviews; none was invented to have something to say. The first four run because a house figure holds them up. The fifth waits, not because it is false, but because anyone hearing it will look at the Tuesday dining room and find the evidence against it. It is filed with its condition written down: it returns when Tuesday holds 60 covers for 4 straight weeks.
② The counter matrix, each row with its house proof
| No. | Belief being contradicted | The counter, first line | The house proof shown on camera | Dish or figure | Channel | 14-day metric |
|---|---|---|---|---|---|---|
| 01 | Home-style food has to be cheap | «Home-style food is not cheap food: it is the food that spends 6 hours in the pot.» | Beans go on at 5:00 a.m. and the meat is weighed: 220 grams per platter | Bandeja de la casa, 34.000 COP | Platters sold Tuesday to Friday (target: from 62 to 80 a week) | |
| 02 | Delivery arrives like the dining room | «There are three dishes we will not send you by delivery, and it is not laziness.» | Trucha al ajillo loses its point after 25 minutes in transit; it was pulled from the delivery menu in writing | Trucha al ajillo | Instagram and WhatsApp | Cold-plate complaints (target: from 5 to 2 in 90 days) |
| 03 | You have to be on every platform | «We pulled dishes off the platform on purpose: the commission was eating the plate.» | At 34% food cost, on the platform the trout left less contribution margin than the same trout on own delivery | Trucha al ajillo | Own-delivery orders (target: +15% in 4 weeks) | |
| 04 | The bigger the menu, the better | «We cut 9 dishes off the menu and the sancocho got better.» | The menu went from 28 to 19 dishes in 2024; protein waste dropped and the pass stopped fighting 6 preparations at once | Sancocho de tres carnes, 42.000 COP | Sancochos sold on Sunday (target: 55) |
What holds the matrix up. No row is an opinion: each one shows something already in the operation —the hour the pot goes on, the scale, the trimmed menu, the record of the 9 dishes that left—. All four push dishes with healthy contribution margin and none asks for a discount, because with an average check of 48.000 COP and the goal of lifting operating margin from 8% to 14% in 12 months without touching menu prices, a counter paid for by discounting fixes the video and breaks the month. Row 03 is filmed with the owner talking about his own numbers, never with the platform's name on screen. Illustrative figures; targets get recalculated with the real sales of the following 2 weeks.
The full example has 1 more part(s): you see them inside the library, with your account.