Consumption Reasons Campaign Builder for Restaurants

The three reasons are yours, not a textbook's: they are the ones your guests say out loud. They are ranked by what a table leaves, not by how many tables it brings.

The split of covers is assumed until you check it against your notebook: 44% work lunch, 24% family celebration, 32% craving. Weighted, that comes to 47,920 COP per cover, eighty pesos off the 48,000 COP check you report, so the split holds.

The two discards, each with its number. Work lunch is the most named reason and the one that leaves the least per table: 27 of the 46 posts and status updates from the last 8 weeks talk about it. A campaign there buys what you already have. And there is something less comfortable: whoever has fifty minutes comes for the clock, and your promise —«home cooking, served the way a restaurant serves it»— says nothing about the clock. Better copy does not fix that; deciding whether the house wants to promise speed does.

Craving for home cooking leaves 100,800 COP per order, more than a lunch table, but two thirds of it comes through the delivery platform, where the commission collects before you do. It waits its turn: that campaign is worth more the day your own delivery outweighs the platform.

Family celebration pays 4.5 times what a lunch table pays and shows up 2 times out of 46. It pays the most and is named the least. Illustrative figures, built from the data you gave.

Both axes come from the filter, with the cut written down so you can move it. Money: 150,000 COP per table, a little over three times your check. Attention: 8 mentions in 8 weeks, one a week; below that the reason does not exist in your communication.

The judgement, declared and arguable: between a reason that pays little and already defends itself and one that pays a lot and nobody has named, the breath goes to the second. The concession: if your family celebrations landed almost entirely on Sunday midday, which already fills, the campaign would be a different one and not this card's —a campaign of moment, not of reason— and the notebook would decide it, not me.

The waiting line, in order. Craving for home cooking first, the day your own delivery outweighs the platform. Work lunch after that, and only if the house decides to promise something about the clock. One reason at a time: two campaigns at once cancel each other out at the same table.

Core message. «You gather your people. We carry the pot to the table.» Eleven words and not one from the kitchen: whoever celebrates does not compare portion weights, they compare how they were treated. And it gives the server something to do rather than something to say.

Operational proof. The Sancocho de tres carnes comes out in its pot and is served in front of the table, with a ladle and deep bowls, at every table of five covers or more. No asking, no owner standing by. Three things hold it up: the rule fits on the docket —«5+ = pot»—, it costs forty extra seconds per table, and any of the 9 operations people can do it. Four pots with a ladle per location cover Sunday, the day of the longest tables. A proof that needs a speech dies the first Sunday; an object on the table does not.

Dated invitation. From Tuesday 1 to Monday 21 September, twenty-one days exactly: every table of five or more gets the one-litre limonada de corozo jug. Booked over WhatsApp with a name and a head count. It switches itself off on the 21st, which is the only thing separating it from a permanent discount.

It speaks to half your core guest —the neighbourhood families— not the professionals who have lunch on weekdays. That is a choice: the other half is already served.

Two variants, one per channel.

The jug does not travel: a litre of lemonade on a motorbike arrives watered down with a loose lid, so on own delivery the gesture is a different one and free. And the delivery platform stays out even though it is a house channel: a celebration is decided in a conversation, not in a list sorted by delivery time.