Sample result
New Guest Acquisition Campaign Builder for Restaurants
The owner asked this:"I want new guests at lunch, but Tuesday to Friday I already fill up between 12 and 2. I have Instagram and WhatsApp, my own delivery and one delivery platform, and I was about to put 600,000 a month into ads: which door do I come in through?"
① The twin and what he leaves
The twin is not "young people in Medellín": it is the professional who works nine minutes away on foot and has exactly one hour for lunch.
- Reason. They are not coming to celebrate. They are coming to eat well inside the hour they were given, which is why the first plate's speed weighs more than the menu.
- Hour. Today's guest walks in at 12:40. The new one walks in at 1:30, because at 12:40 there is no table, and whoever finds no seat the first time does not try again.
- Radius. Fifteen minutes on foot in Medellín is not 1.2 km: with the hill it is about 900 metres (assumed until you walk it with a stopwatch). Inside that circle sit two office buildings and a coworking space.
- Company. They arrive alone or in twos.
- What they order. Sancocho or bandeja, and they leave before 2:15 because there is a 2:30 meeting.
Two audiences were ruled out, each with its reason. The neighbourhood family at Sunday midday: that slot already fills on its own, and pulling strangers into a queue is paying for a table that was already sold. The driver passing along the avenue: outside the walkable radius and with nowhere to park, so they come once and are never seen again (assumed until the box on the docket proves it).
The sentence, for someone who knows nothing about the house:
Colombian home cooking —bandeja, sancocho, trucha al ajillo— cooked and served the way a restaurant does it, ten minutes from your office.
Two others were thrown out before that one. "Flavour with soul" says neither what you eat nor where the place is, and it fits any house in the country. "Colombian tradition since 2020" puts a date that works against you: six years is not tradition, and the reader does the subtraction.
| Item | Figure | Where it comes from |
|---|---|---|
| Average check of one visit | 48,000 COP | house data |
| Food cost at 34% | 16,320 COP | 48,000 × 0.34 |
| What one visit leaves | 31,680 COP | 48,000 − 16,320 |
| Hard ceiling for a first visit | 31,680 COP | going past it loses money on day one |
| Working ceiling | 15,840 COP | half of it; the other half stays in the house |
Illustrative figures, built from the data you gave.
② The window, timed at 30 seconds
It was timed on a phone, typing "Colombian food lunch Medellín" the way someone who does not know the house would type it. At 30 seconds the stranger knew the house exists and that it is open. They did not know what lunch costs, whether it opens on Monday, or how to reach the second location. No door opens until this table is fixed: an ad that brings people to a window like that pays to scare them off faster.
| Touchpoint | What the stranger sees | Fix | Who does it |
|---|---|---|---|
| Map listing | A 2022 façade with the old sign, hours with no holidays, no price at all, and 3 reviews from the last 90 days left unanswered | Cover photo of the Sancocho plated, shot on a phone at 12:40 by the window; real hours for both locations; the three dishes with their price | Admin |
| 9 of the last 12 posts are Sunday family shots; nothing says where the place is or what time lunch runs | Three pinned highlights, in this order: Menu with prices · How to get here and hours · Monday lunch | Admin | |
| A number with no business name; whoever writes at 8 p.m. gets nothing back until the next day | Business profile with both addresses, hours and a catalogue of the three dishes with prices; away message stating the hour replies come | Floor manager | |
| Delivery platform | The Bandeja de la casa with a stock photo, sitting below three restaurants that do have their own pictures | Own photographs of the three dishes and the menu description, product origin included | Admin |
| Street door | Nothing in sight: whoever walks past has no idea what it costs to come in | Lunch menu on the door with the three prices, changed on Mondays | Floor manager |
The three unanswered reviews get replies this week, signed with a person's name and within 48 hours; the one about the Sunday wait, with the real waiting time and not a template apology: whoever reads it is deciding whether to come on Monday. The fix costs 8 admin hours —6 to set it up and 2 a month to hold it— at roughly 13,000 COP an hour fully loaded: 104,000 COP, assumed until you check it against the real payroll.
③ Four doors and what they cost
Two doors get opened, not four: the 18 people in operations can hold two. Local search is not "activated"; it is fixed once and then works on its own.
| Door | Opens | Monthly cost | First visits (assumed) | Cost per first visit | Decision |
|---|---|---|---|---|---|
| Local search, the window from block ② | Week 1 | 104,000 COP | 26 | 4,000 COP | Runs. It is the fix, not a campaign |
| Table recommendation, a courtesy for both | Week 2 | 214,000 COP | 40 | 5,350 COP | Runs. The cheapest one, and it already exists |
| Alliance with two offices and a coworking 9 minutes away | Week 3 | 218,000 COP | 25 | 8,720 COP | Runs, with the table held at 1:30 |
| Paid ads on Instagram | — | 600,000 COP | 15 | 40,000 COP | Stays shut |
| The three that stay open | 536,000 COP | 91 | 5,890 COP |
Paid ads fall on their own number: 40,000 COP per first visit against the 31,680 COP that visit leaves is 8,320 COP lost per person on day one. It would pay for itself if that person came back, and this house still does not know who comes back. Until the box on the docket says so, the fourth door stays shut.
The welcome courtesy hangs off one dish only, and the costing sheet decides which:
| Dish | Price | Cost | Food cost | With the corozo lemonade (1,800 COP) |
|---|---|---|---|---|
| Sancocho de tres carnes | 42,000 COP | 11,600 COP | 27.6% | 13,400 COP · 31.9% |
| Trucha al ajillo | 52,000 COP | 17,900 COP | 34.4% | 19,700 COP · 37.9% |
| Bandeja de la casa | 38,000 COP | 14,100 COP | 37.1% | 15,900 COP · 41.8% |
The Sancocho takes the newcomer: with the courtesy it lands at 31.9%, just under the 32% ceiling for a dish on offer. The Bandeja sits at 37.1% before any courtesy; there the problem is not the offer, it is the menu price or the portion size, and that gets settled on the costing sheet rather than in the campaign. The house 34% is the average across everything sold: dish by dish they come apart, and that is where the news is.
Reviewed every 15 days. Any door that goes past 15,840 COP is shut that same day. Illustrative figures, built from the data you gave.
The full example has 2 more part(s): you see them inside the library, with your account.