App fees ate the margin. Guests ordered once through a marketplace and never came back on the kitchen’s own link. Carts were abandoned after choosing a combo.
A Wallet Pass was issued on the first direct order. If a combo sat in the cart for two hours, a push offered a small extra. Thirty days later a reorder bonus appeared on the pass — not in the marketplace inbox.
The confirmation screen and WhatsApp message included a link to install the Wallet Pass. Marketplace customers were invited after the first order with a bonus for the next direct order.
A hook fired when a combo was built. If two hours passed without payment, one push went out.
30 days after a successful order, the pass showed a bonus valid only on the kitchen’s own link.
In 4 months:
A dark kitchen cannot out-advertise a marketplace. It can put the next order on a Wallet Pass the guest already carries.
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