The Read
by The Good Company
THE READ - FOR INDEPENDENT CAFES
THE READ - FOR INDEPENDENT CAFES
You look cheaper than you are.
You look cheaper than you are.
Send us your shopfront, menu, logo and Instagram. In 48 hours, we tell you what a stranger thinks your coffee costs, and the three cheapest ways to raise it.
Send us your shopfront, menu, logo and Instagram. In 48 hours, we tell you what a stranger thinks your coffee costs, and the three cheapest ways to raise it.
Ten a month. Every one read by a person.
Ten a month. Every one read by a person.
THE READ PRICE
Strangers price you before they taste anything.
We show your shopfront to people who have never been in. Five seconds, one question: what does a flat white cost here? If their answer is below your menu price, you are leaving money on the counter.
THE READ PRICE
Strangers price you before they taste anything.
We show your shopfront to people who have never been in. Five seconds, one question: what does a flat white cost here? If their answer is below your menu price, you are leaving money on the counter.
WHAT WE LOOK AT
WHAT WE LOOK AT
01
Shopfront
day and night
01
Shopfront
day and night
02
Menu
every page
02
Menu
every page
03
Logo
everywhere it appears
03
Logo
everywhere it appears
04
your last nine posts
04
your last nine posts
And the place next door, measured the same way.
And the place next door, measured the same way.
WHAT PULLS THE NUMBER DOWN
Five things make a good cafe look cheap.
WHAT PULLS THE NUMBER DOWN
Five things make a good cafe look cheap.
01
Too many
more fonts, colours and messages than anyone can read
01
Too many
more fonts, colours and messages than anyone can read
02
Mismatch
the door, the cup and the menu disagree
02
Mismatch
the door, the cup and the menu disagree
03
Crowding
no empty space, so nothing lands
03
Crowding
no empty space, so nothing lands
04
Borrowed
supplier fridges, template menus, stock photos
04
Borrowed
supplier fridges, template menus, stock photos
05
Finish
lamination, peeling vinyl, a dark sign
05
Finish
lamination, peeling vinyl, a dark sign
Each scored 0 to 3, with the counts behind it.
Each scored 0 to 3, with the counts behind it.
IN 48 HOURS
What you get
Your read price, menu price and the gap
The five tells, scored across all four
Your photos, marked up
The place next door, side by side
Three fixes by cost: free, under 2,000 AED, needs a designer
A five-minute video from Doug
IN 48 HOURS
What you get
Your read price, menu price and the gap
The five tells, scored across all four
Your photos, marked up
The place next door, side by side
Three fixes by cost: free, under 2,000 AED, needs a designer
A five-minute video from Doug
IN 48 HOURS
What you get
Your read price, menu price and the gap
The five tells, scored across all four
Your photos, marked up
The place next door, side by side
Three fixes by cost: free, under 2,000 AED, needs a designer
A five-minute video from Doug
WHO IT IS FOR
Independent cafes and casual restaurants in the UAE, one to four sites.
Not for chains.
WHO IT IS FOR
Independent cafes and casual restaurants in the UAE, one to four sites.
Not for chains.
WHO READS IT
Doug Merry and a design director at The Good Company, a brand and spaces studio in Dubai. Tools do the counting. People do the reading.
WHO READS IT
Doug Merry and a design director at The Good Company, a brand and spaces studio in Dubai. Tools do the counting. People do the reading.
AFTER THE READ
Most fixes you can do yourself. Want help? The Fix is a two-week sprint: menu, signage, Instagram templates and a one-page guide. Book it within 60 days and your 1,250 AED comes off.
AFTER THE READ
Most fixes you can do yourself. Want help? The Fix is a two-week sprint: menu, signage, Instagram templates and a one-page guide. Book it within 60 days and your 1,250 AED comes off.
QUESTIONS
QUESTIONS
What do I send?
Six photos, your menu and your Instagram handle. About fifteen minutes. We send a checklist when you book.
What do I send?
Six photos, your menu and your Instagram handle. About fifteen minutes. We send a checklist when you book.
Will you post my cafe online?
No. Your Read is private. We only feature a cafe with the owner’s written permission.
Will you post my cafe online?
No. Your Read is private. We only feature a cafe with the owner’s written permission.
Is it an AI report?
No. Tools count. A person scores it, writes it and records your video.
Is it an AI report?
No. Tools count. A person scores it, writes it and records your video.
How fast?
48 hours from your photos.
How fast?
48 hours from your photos.
Opening soon, or a second site?
Best time. A menu is cheaper to fix before it is printed.
Opening soon, or a second site?
Best time. A menu is cheaper to fix before it is printed.
What if I disagree?
Tell us. Every score comes with counts you can check.
What if I disagree?
Tell us. Every score comes with counts you can check.
Find out what a stranger thinks you charge.
Find out what a stranger thinks you charge.
Ten a month. Read by a person. Back in 48 hours.
Ten a month. Read by a person. Back in 48 hours.