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Everything Luis needs to start landing restaurant clients via cold Instagram DMs. One niche. One format. One goal — the first booking.
Personal, specific, zero templates. The goal is one reply — not a pitch. Change the bracketed parts only. Never copy-paste the whole thing verbatim.
Look at their last 6 posts before DMing. Reference something specific — a dish, a neighborhood event, their caption style. Generic DMs die in the request folder.
The first message is not about Luma Local. It's about them. Don't mention pricing, plans, or contracts until they reply asking. The ask is small.
Miami restaurant owners are on their phones early morning and late evening. That's when your DM gets seen, not buried under 47 others.
5 posts for a fictional Wynwood/Coral Gables restaurant — "La Brisa Cocina." Use these as the sample content you attach when someone says yes to the DM.
Follow the sequence. Each step builds on the last. Don't jump ahead — let the conversation breathe.
Before hitting send, spend 90 seconds on their profile. Find something specific — a new dish, a neighborhood reference, a post that clearly took effort. Reference it naturally.
Don't pitch Luma Local yet. Offer something free that proves value. Mention Miami specifically — it signals you've done the work.
Send the content plan as a PDF or a Loom walkthrough (2 minutes max). Don't make them wait. Show, don't pitch.
Once they've seen the sample, ask about their current situation — not a sales question, a real one.
Never pitch on the first reply. Build rapport through 2–3 exchanges, then offer the call. The call is where pricing and plans live.
Build your Notion or Google Sheet the same way. Every row is one restaurant. Track everything from first DM to close.
Keep one row per restaurant. Update the status column every few days. This becomes your pipeline — and your evidence of what's working.
| Restaurant | Neighborhood | DM Sent | Status | Notes |
|---|---|---|---|---|
| Café Miami | Little Havana | Jun 8 | Replied | Interested in content plan |
| Verde Kitchen | Coral Gables | Jun 9 | Meeting booked | Call Thu 2pm |
| El Bocaizo | Wynwood | Jun 10 | Sent | No reply yet |
| Ostra South Beach | South Beach | Jun 7 | Closed | Went with competitor |
5 minutes to set up — use this structure. Copy the headers, start filling rows. The moment you get a reply, update the status.
Quick setup steps:
100 restaurants. 100 DMs. Pick the first 10 this week, track every one, let the data tell you what's working.
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