Diner zone launch — IG + TikTok

Objective

First orders in priority Toronto zone during soft launch.

Full cookbook

Use the step-by-step playbook: Diner social launch cookbook (IG · TikTok · Facebook) — north star, platform paths, keyword banks, creative specs, caption templates, 14-day plan, offers, and kill/scale metrics.

Checklist

• Confirm ≥N live restaurants + driver coverage in zone
• Promo code live in app/backend ([FIRST_ORDER_CODE] / [OFFER])
• Bios + UTM links live on IG / TikTok / FB
• 6 Reels / TikToks filmed (food + how-to-order)
• Bio link + UTM set
• Budget + geo ads live (zone-only)
• Daily order + CAC review for 14 days

Kill / scale

Pause if install→order < target after ~200 installs; scale creative winners inside winning geos only. See cookbook §8.