Name

01 Direction

Warm Pass

Feels like the pass on a Friday night: warm, busy, and every plate checked before it goes out.

Oat, espresso and copper, set in a friendly grotesque that talks like a good general manager.

It fits owners who live on the floor. It sounds like one of them, not like a bank.

02 Palette

Oat#EFE5D6Ground

Crust#FBF6EESurface, cards

Espresso#2A1C14Ink

Copper#C4621DAccent, the one number

Herb#4F6B3AData, on target

Ash#8D7C6CSecondary text, rules

Copper appears once per view: the number the owner should act on. Everything else is espresso on oat.

03 Type

English. Bricolage Grotesque, display and text

Find the five points.

We join the numbers a restaurant already has, the till, the delivery apps, the invoices and the stock counts, and find where the money goes, item by item.

Food cost	31.2%	33.9%
Sales, AED	72,140	68,905
Covers	1,118	1,046

Figures are tabular, so columns line up.

Arabic. Rubik Arabic

اعثر على النقاط الخمس.

نربط الأرقام الموجودة لدى المطعم، من نظام البيع وتطبيقات التوصيل والفواتير وجرد المخزون، ونكشف أين يذهب المال، صنفاً بصنف.

تكلفة الطعام 31.2% · الهدف 28%

04a Website hero

The margin firm for restaurants

Every point of food cost has a reason. We find it.

We join your till, your delivery apps and your invoices, then show you item by item where the margin goes. Every Monday, in WhatsApp.

Start an 8-week pilot See a sample report

Week 41Food cost

31.2%

Target28.0%

Gap this weekAED 2,300

Burrata portions690

Dough at close480

Margherita, Talabat370

Sample report

04b The product moment: the weekly report, in WhatsApp

‹ Namebusiness account

Monday

Food cost, week 41Sample

31.2%

Target 28%. Points over target, 8 weeks

Name

Food cost, week 41
31.2% last week. Target 28%.
Gap: AED 2,300.

Biggest leaks
1. Burrata portions, 140 g vs 120 g. AED 690
2. Dough thrown at close, 9 trays. AED 480
3. Margherita on Talabat, below cost after commission. AED 370

Reply 1 for the fix list.07:02

Why burrata?07:40 ✓✓

Portions. The recipe says 120 g, the line is plating about 140 g. 345 plates last week.

Fix: a 120 g scoop at the pass. Want me to tell the head chef?07:40

Message

The brand lives in three places WhatsApp lets us own.

The avatar: the mark on oat, readable at 40 pixels.
The Monday card: one image, one number, the same layout every week, so the owner reads it in two seconds.
The voice: plain sentences, the money in AED, and a question at the end that moves someone to act.

04c Pilot proposal cover, A4

Name

Pilot proposal

Food cost back to target.

One site. Eight weeks. Item by item.

Prepared forA food hall concept, Abu Dhabi

DateOctober 2026

Today33.9%

Target28.0%

Confidential. Sample cover.

04d Data card

Points of food cost over target

+3.2 this week

Sample data

Target 28%. Down from +5.9 eight weeks ago.

05 Voice

Headline

Every point of food cost has a reason. We find it.

Subhead

We join your till, your delivery apps and your invoices, then show you item by item where the margin goes.

WhatsApp alert

Burrata ran 140 g a plate this week against 120 g on the recipe. 345 plates, AED 690. Want me to tell the kitchen?

Proposal opener

Your food cost is 33%. Your target is 28%. This pilot finds the five points, on one site, in eight weeks.

What we are not

We are not another app for your team to learn. Keep your till. We make it add up.

06 Arabic

Hero headline

لكل نقطة في تكلفة الطعام سبب. ونحن نجده.

نرفع هامش الربح في المطاعم

WhatsApp line

البوراتا خرجت هذا الأسبوع بوزن 140 غرام للطبق مقابل 120 غرام في الوصفة. 345 طبقاً، والفرق 690 درهماً. هل أبلغ المطبخ؟07:02