Saffron Table — Dashboard

This month in one paragraph

A good month that got better as it went. Revenue came in at $135,400, up 6% on September, from 4,102 covers at a dine-in check of $32.75. The fall menu did the heavy lifting: the lamb shank is now your best seller and people are booking for it by name. Food and labour together came in under 60% of sales for the first time this year. The one sore spot is Fridays, where 11% of booked parties did not turn up; that is about 55 empty seats over the month's five Fridays, and the fix starts Nov 8.

What we are doing next

1Switch on $25-a-head deposits for parties of six or more on Friday and Saturday from Nov 8, and watch no-shows for two weeks.
2Open Thanksgiving pre-orders (whole lamb shoulder, sides) on Nov 10 and launch the office catering page the same week.
3Film the tahdig reel: the rice crack clip reached three times more people than anything else in October.

Friday no-shows up to 11%: deposit for parties of 6+ goes live Nov 822 of 200 Friday parties did not come in October, up from 8% in September. Deposits of $25 a head for parties of six or more start Nov 8; the money comes off the bill, so a party that shows up pays nothing extra.

Prime cost fell under 60% for the first time this yearFood plus labour came to 59.5% of sales. The fall menu uses cheaper cuts cooked longer, and the second Friday server paid for herself in covers. Nothing for you to do; we are keeping the schedule.

Covers

0

▲ 4%

Guests seated plus delivery orders. About three in four sat at a table.

Reservations

0

▲ 10%

Parties booked through OpenTable, Google, Instagram, email or the phone.

Average check

0

▲ 3%

What one seated guest spends, before tip. The lamb shank and the wine pairing moved it.

Online orders

0

▲ 10%

DoorDash and Uber Eats orders. Good for volume, but each one pays 22% commission.

Cost per booking

0

▼ 17%

Ad money divided by the bookings the ads produced. A booking is worth about $82 at the table, so this is a bargain.

Google rating

0

47 new reviews

Average stars on the reviews that arrived in this period. Overall you sit at 4.6 from 1,284 reviews.

Covers by week

October, four full weeks · dine-in and delivery; Oct 29–31 is in the totals

Dine-in (3,210)Delivery apps (892)

What this means

The blue line is people at tables; the orange line is delivery orders. Dine-in climbed every full week of October; the three days from Oct 29 to 31 (250 covers at tables, 67 delivery orders) are counted in the totals, not drawn as a short week. Delivery is flat at about 200 orders a week, which is fine: it fills quiet nights but costs 22% a plate, so we would rather grow the blue line.

Where bookings came from

948 reservations in October, by channel

OpenTable388
Google (Maps and search)246
Instagram link142
Phone104
Email68

What this means

Google is now one in four bookings and it costs you nothing per table, which is why we keep the profile photos fresh and answer every review. Instagram went from 90 to 142 bookings in a month on the back of the fall menu reels. The 206 bookings the ads produced are inside these numbers (mostly in Instagram and OpenTable), not on top of them.

Connected sources

12 systems feed this page. We read them every night; nothing is typed in by hand. Last sync Nov 3 · 2:05 a.m.

Toast POSSales, covers, average check, item mix, hourly volumeConnected · nightlyNov 3 · 2:01 a.m.

OpenTableReservations, no-shows, covers by day, waitlistConnected · nightlyNov 3 · 2:01 a.m.

Google Business ProfileSearches, Maps views, direction requests, calls, reviewsConnected · nightlyNov 3 · 2:02 a.m.

YelpReviews and page viewsConnected · nightlyNov 3 · 2:02 a.m.

InstagramReach, follows, saves, best postsConnected · nightlyNov 3 · 2:03 a.m.

Meta AdsSpend, reach, bookings attributedConnected · nightlyNov 3 · 2:03 a.m.

Google AdsSpend, calls, cost per bookingConnected · nightlyNov 3 · 2:03 a.m.

DoorDash + Uber EatsOrders, commission, ratingsConnected · nightlyNov 3 · 2:04 a.m.

MailchimpList growth, open and click rates, bookings from emailConnected · nightlyNov 3 · 2:04 a.m.

7shiftsLabour cost against sales, by shiftConnected · nightlyNov 3 · 2:04 a.m.

QuickBooks OnlineRevenue, cost of goods, margin, bills due, invoicesConnected · nightlyNov 3 · 2:05 a.m.

StripeGift cards, private-event depositsConnected · nightlyNov 3 · 2:05 a.m.

+ Add a source

Why this is here

So you can see where each number comes from and when it was last read. Every connection is read-only, through the platform's official API, in an account you own. If a connection breaks, the card turns red and we fix it before the next morning.

Busiest hours

Covers by day and time band, average week in October · from Toast

MonTueWedThuFriSatSun

Rows, top to bottom: lunch 11:30–2 · afternoon 2–5 · early 5–7 · prime 7–9 · late 9–10:30

Quiet or closedSteadyBusyFull (every table turned)

What this means

Hover any square for the number: an average night, so the seven columns add up to the "Covers by day" chart below. The two red squares are the only times you turn people away, which is why the deposit rule and the waitlist matter most on Friday and Saturday at 7. Tuesday and Wednesday early evenings have room for about 40 more guests, so that is where the email offers and the "early table" Instagram posts point.

Busiest hour

Average day in October

Why this is here

Posts go out at 4:30 pm, when people are deciding where to eat tonight, and the weekend ads run Wednesday to Friday evening. If the peak moves, the schedule moves with it.

Reservations in numbers

October · from OpenTable

Booked

948

Seated

880

No-shows

68

Joined waitlist

212

Waitlist seated

150

What this means

Average party is 2.5 people, so the 880 seated bookings (948 less 68 no-shows) were about 2,200 of your 3,210 seated guests; the rest walked in. 150 of the 212 waitlist parties got a table, usually within 25 minutes. The 62 who left are the ones the deposit rule is meant to win back.

Covers by day

Seated guests by day of the week, October total · from Toast

What this means

Friday and Saturday (in red) are 41% of the week. October had five of each, which flatters the month a little; November has four. Monday to Wednesday are where a $5 bump in average check or 10 extra covers a night shows up fastest, because the staff are already there.

No-shows by day

Booked parties that did not arrive, October · 68 of 948 (7.2%)

What this means

22 Friday parties out of 200 booked is 11%, against 5% on weeknights. At 2.5 people and $32.75 a head, Friday no-shows cost about $1,800 in October. Deposits go live Nov 8 for parties of six or more, which were 14 of the 22. We will report the new rate here in December.

Top sellers

By revenue, October · from Toast item mix

1Braised lamb shank, saffron rice$12,400
2Chicken joojeh kebab$9,850
3Saffron tahdig (crispy rice)$7,200
4Mezze board for two$6,900
5Charred branzino$6,300
6Pistachio rosewater cake$3,100

What this means

The lamb shank was on the menu for 31 days and still out-sold everything, at a 29% food cost. The tahdig is the surprise: a $14 side that sells on 1 in 4 tables because the reel showed the crack. We suggest the Thanksgiving pre-order is built around these two.

Delivery apps

October · from DoorDash and Uber Eats

App	Orders	Sales	Commission	Rating
DoorDash	540	$14,900	$3,280	4.7
Uber Eats	352	$9,600	$2,110	4.6
Total	892	$24,500	$5,390	—

Average order $27.47 · 22% commission · busiest: Sunday 6–8 pm

What this means

Delivery is 18% of sales but about 4% of profit once commission, packaging and the quieter kitchen are counted. We are not trying to grow it. The plan is to move regulars to ordering direct: the "order direct, free tahdig" card goes in every bag from Nov 10.

Campaigns in October

$1,920 spent · 217 results · $8.85 each

Spent

0

of a $2,200 plan

Paid to the platforms by you, never through us. Every account has a hard cap.

Results

0

results

206 table bookings and 11 catering enquiries

Cost per result

0

▼ under target

Ad money divided by results. The target is $10; over the $12 cap the campaign pauses itself.

MetaLive since Sep 5

Weekend brunch

Table bookings for Saturday and Sunday brunch, 11 to 2

Cost per booking

$5.42

Target $7 · cap $10

October budget

$640spent of $700

Results

118bookings

118 brunch tables, about $82 each at the table

Started

Sep 5

Running

Where

2placements

Instagram · Facebook

Under the dotted line is good: target $7Past the red line it pauses: cap $10

Reel · 11 s

Brunch till 2. Tahdig till it's gone.

Saffron TableSaffron rice, slow eggs, the crack. Brunch Saturday and Sunday, 11 to 2, three blocks from the train. Book a table in 20 seconds.Book now

Primary textSaffron rice, slow eggs, the crack. Brunch Saturday and Sunday, 11 to 2, three blocks from the train. Book a table in 20 seconds.

Static · 1:1

Brunch is solved.

Saffron eggs · $19
Lamb hash · $23
Tahdig plate · $17

Reserve

Primary textWeekends, 11 to 2. The back room opens at 11:30. Book from the link; walk-ins welcome till noon.

Meta Ads Manager ↗October report →Landing page: saffrontable.nyc/brunch (on your site)

The rules, in plain words

Daily budget $23; the month never passes $700 without your yes.
If a booking costs more than $10 for three days, with at least five bookings, the ad pauses and we rebuild the creative at our cost.
Runs Wednesday to Saturday only, when people plan the weekend.
No prices in video. Prices are fine in the square ad.
Audience: 3 miles around Atlantic Avenue, 25 to 54, plus people who visited the menu page in the last 30 days.

MetaPaused Oct 24 · braise cap

Fall menu launch

Dinner bookings Tuesday to Thursday for the new fall menu

Cost per booking

$6.82

Target $8 · cap $12

October budget

$600spent of $800

Results

88bookings

88 dinner bookings in 23 days, then paused because the kitchen was selling out of lamb

Started

Oct 1

Paused Oct 24

Where

2placements

Instagram · Facebook

Under the dotted line is good: target $8Past the red line it pauses: cap $12

Reel · 14 s

The lamb is back.

Saffron TableSix hours on the bone, saffron rice underneath, the room warm by seven. The fall menu is on from tonight. Tuesday to Thursday there is always a table.Book a table

Primary textSix hours on the bone, saffron rice underneath, the room warm by seven. The fall menu is on from tonight. Tuesday to Thursday there is always a table.

Carousel · 4 cards1 / 4

Braised lamb shankSaffron rice, barberries

Charred branzinoHerb rice, sour cherry

Pistachio rosewater cakeMade this morning

A table tonightBook in 20 seconds

Primary textFour things that are new this month, and one that is always true: there is a table on a weeknight.

Meta Ads Manager ↗October report →Landing page: saffrontable.nyc/fall (on your site)

The rules, in plain words

Paused under the no-waste promise: we do not pay for bookings you cannot seat.
Comes back the day the braise cap goes from 60 to 80 portions. Tell us when.
Daily budget $27 while live; $800 a month at most.
Pause rule: more than $12 a booking for three days, with at least five bookings, or the kitchen tells us it sold out three nights running.

Google SearchLive since Sep 15

Office catering

Enquiries from offices within two miles for lunch for 10 to 60

Cost per enquiry

$61.82

Target $60 · cap $80

October budget

$680spent of $700

Results

11enquiries

11 enquiries, 4 became orders worth $3,400

Started

Sep 15

Running

Where

1placement

Google Search

Under the dotted line is good: target $60Past the red line it pauses: cap $80

Search ad

Winter Table

176 bookings a month (about 440 covers at 2.5 guests a table) and 20 private-dining enquiries, December to February

Forecast cost per booking

$17.05

Target $17 · cap $22

December budget

$0spent of $3,000

Results

176bookings a month (forecast)

Forecast: Meta 103, Google 55, TikTok 18 bookings a month, plus 6 private parties

Started

Dec 1

Ends Feb 28

Where

3placements

Meta · Google · TikTok

Under the dotted line is good: target $17Past the red line it pauses: cap $22

Reel · 12 s · Hook A

Three blocks from the train. A table tonight.

Saffron TableThe lamb has been on the bone since 6am. The room is warm, the train is three blocks away, and there is a table with your name on it tonight.Book now

Primary textThe lamb has been on the bone since 6am. The room is warm, the train is three blocks away, and there is a table with your name on it tonight.

Static · 1:1 · Hook A

Dinner is solved.

Lamb shank · $34
Joojeh kebab · $27
Tuesday ghormeh sabzi · $19

Book a table

Primary textTuesday to Thursday there is always a table. Friday and Saturday, book before 4 and there will be.

Carousel · Hook B1 / 4

The back room12 to 24 people, one bill

Set menus from $65Two menus, both family-style

Last December sold outThree dates left

Hold a dateTwo minutes, no minimum weeknights

Primary textTwelve to twenty-four people, one room, one bill, no minimum on weeknights. Three December dates left.

Search ad · Hook B

From seen to booked

October, paid campaigns

ImpressionsTimes an ad was shown

148,000

Clicks2.3% of impressions

3,420

Landing-page visits87% of clicks loaded the page

2,960

Bookings and enquiries7.3% of visits

217

What this means

Each bar is a share of the first one. Impressions are cheap and mean little; the two numbers we watch are the share of clicks that reach your page (a slow page loses them) and the share of visits that become a result (the page and the offer decide that). When one step narrows, that is where next month's work goes.

What if we spent more?

At this month's $8.85 a result

Extra ad spend next month

Results next month, at $8.85 each

What this means

Drag the slider. It assumes every extra dollar works as well as the last one, which holds for a while and then stops: audiences run out and the cost per result climbs. We never raise a budget on this arithmetic alone; a change above 10% of the plan goes to the Approvals tab first.

Where the money went

$1,920 across 2 paid sources, October

Meta (Instagram + Facebook)206 bookings · $6.02 each

$1,240

Google Search11 enquiries · $61.82 each

$680

TikTokstarts Dec 1

$0

What this means

Each platform does a different job, so a cost per result is only fair against its own target. Sources with no spend are listed so you can see what the free channels brought in beside the paid ones.

Sources behind this tab

6 connections, read every night · last sync Nov 3 · 2:01 a.m.

OpenTableReservations, no-shows, covers by day, waitlistConnected · nightlySynced Nov 3 · 2:01 a.m.

Google Business ProfileSearches, Maps views, direction requests, calls, reviewsConnected · nightlySynced Nov 3 · 2:02 a.m.

InstagramReach, follows, saves, best postsConnected · nightlySynced Nov 3 · 2:03 a.m.

Meta AdsSpend, reach, bookings attributedConnected · nightlySynced Nov 3 · 2:03 a.m.

Google AdsSpend, calls, cost per bookingConnected · nightlySynced Nov 3 · 2:03 a.m.

MailchimpList growth, open and click rates, bookings from emailConnected · nightlySynced Nov 3 · 2:04 a.m.

Why this is here

So you can see where each number on this tab comes from and when it was last read. Read-only connections through each platform's official API; we never hold your passwords. If a connection breaks, its card turns red and we fix it before the next morning.

Fall menu ad paused Oct 24 under our no-waste promiseThe kitchen was selling out of lamb shank by 8 pm on weekends, so we stopped paying for bookings you could not seat. That saved about $180 and the ad comes back the day the braise cap goes from 60 to 80 portions. Tell us when.

Instagram reach

38,400 accounts in October · +312 followers · 1,140 saves

What this means

Reach is how many different people saw a post, not likes. It rose 42% on September because the two kitchen reels travelled: Instagram shows food being made to people who do not follow you yet. Saves (1,140) matter more than likes; a save is someone planning to come.

Email

3,180 subscribers · +146 in October · 68 bookings from email

Open rate

46%

Click rate

7.4%

Booked

2.1%

Last send: "The lamb is back" · Oct 9 · 52% opened · 31 bookings

What this means

Nearly half your list opens every email, which is twice what restaurants usually see, because we only send twice a month and always with a dish in the subject line. 68 bookings from two emails is the cheapest marketing on this page after Google. The Thanksgiving email waits for your approval on the Approvals tab.

Best post

Reel · Oct 14 · 12,300 reached

"The crack. 11 seconds of tahdig leaving the pan, no music, just the sound. Lamb shank is back for fall, link to book in bio."Instagram reel · 12,300 reached · 410 saves · 61 bookings through the link

Post	Reach
Tahdig crack reel	12,300
Lamb shank plating reel	7,900
Fall menu carousel	4,100

Why this is here

So you can see what works and we can make more of it. Both reels that travelled were under 15 seconds, filmed in the kitchen, with real sound. The next one is scheduled for Nov 5.

Google Business Profile

October · compared with September

Searches

18,400

Maps views

9,760

Directions

1,230

Calls

486

Bookings

246

What this means

18,400 people searched for you or for "Persian restaurant Brooklyn" and saw your listing; 1,230 asked for directions, which usually means they came. Searches are up 19% on September because the new photos and the answered reviews push the listing up. This is the most valuable free thing you own.

Revenue

0

▲ 6%

Everything sold before tips and tax: tables, delivery apps, catering and gift cards. From QuickBooks, matched to Toast.

Food cost

0

▼ 1.3 pts

Ingredients as a share of sales: $41,300 of $135,400. Under 32% is healthy for this menu.

Labour

0

▼ 0.6 pts

Wages and payroll taxes as a share of sales, $39,300 this month. From 7shifts, by shift.

Prime cost

0

▼ 1.9 pts

Food plus labour, the number restaurant lenders look at first. Under 60% means the business is in good shape.

Delivery commission

0

▲ 21%

What DoorDash and Uber Eats kept: 22% of $24,500. Rising because orders rose. This is the cost we most want to shrink.

Gift cards sold

0

▲ 41%

31 cards through Stripe. Cash now, meals later; December usually sells five times this.

Revenue

Six months, from the books

0

▲ 6%

MayOct

What this means

Everything sold before tips and tax. From QuickBooks, matched to Toast.

Profit

Six months, from the books

0

▲ $3,61014% margin

MayOct

What this means

What was left of $135,400 of sales after $116,590 of costs, including rent, the loan and our fee: 14 cents on the dollar.

Cash position

As of Oct 31, 2026 · from the bank feed

Operating accountAbout two weeks of costs

$58,200

Sales-tax accountDue Dec 20; not yours

$34,000

Stripe deposits heldDecember parties; revenue when they happen

$3,000

0weeks of costs in the operating account. Two weeks of cover is thin for a restaurant going into January. The gift-card push in December and the catering deposits are both there to build it toward four.

Invoices you sent

Office catering, October · from QuickBooks

Paid

0

2 invoices

Open

0

1 invoice

Overdue

0

1 invoice

Number	Who	Amount	Issued	Due	Status	Days late
ST-0425	Dental practice, Cobble Hill · lunch for 24	$900	Oct 22	Nov 21	Open	—
ST-0412	Real-estate office, Brooklyn Heights · lunch for 22	$850	Sep 24	Oct 24	Overdue	10 d
ST-0421	Architecture studio, DUMBO · lunch for 20	$870	Oct 13	Oct 27	Paid Oct 29	—
ST-0417	Law office, Downtown Brooklyn · lunch for 18	$780	Oct 6	Oct 20	Paid Oct 20	—

What this means

Paid, open and overdue, with every invoice underneath. Overdue starts the day after the due date; the bookkeeper's reminder goes out at three days and a call at thirty. Green is money in; yellow is money expected; orange is money to chase.

Where the money went

About $116,000 against $135,400 of sales

Food$41,300

Labour$39,300

Rent$11,200

Marketing (our fee + ads)$8,870

Delivery-app commission$5,390

Card fees$3,790

Utilities and linen$3,200

Loan payment$2,400

Software$1,140

Total $116,590 · bars are relative to the largest cost

What this means

Every dollar of cost in October, biggest first, from the books. Our fee and the ad money are in the marketing line so you can always see what we cost against what we brought in.

Bills due this week

Scheduled to pay Friday from the operating account

Produce supplierDue Nov 7 · scheduled$2,840
Linen serviceDue Nov 7 · scheduled$610
Toast subscriptionDue Nov 7 · scheduled$189

Why this is here

Money going out this week, scheduled by the bookkeeper so nothing is paid late and nothing is paid twice. If a bill here surprises you, say so before Friday.

Leaks to plug

Seven leaks, about $10,600 a month between them, plus $850 owed to you. Every estimate is worked out from a number on this page.

FixingOwner: You (switch it on in OpenTable)

Friday no-shows

0a month

The evidence22 of 200 Friday parties did not arrive in October. 22 × 2.5 guests × $32.75 average check = $1,801.

The fix$25-a-head deposits for parties of six or more on Friday and Saturday from Nov 8. The deposit comes off the bill.

OpenOwner: Samia · host stand

Waitlist parties who left

0a month in covers

The evidence212 parties joined the waitlist and 150 were seated. 62 left × 2.5 guests × $32.75 = $5,076, almost all on Friday and Saturday at 7.

The fixA text when a table opens, and the deposit rule freeing the tables that no-shows hold. We report the new number in December.

OpenOwner: Samia

Delivery-app commission

0a month

The evidenceDoorDash and Uber Eats kept $5,390 in October: 22% of $24,500. Moving one order in five ($4,900 of sales) to a direct-order page that costs 3% instead of 22% keeps the 19% difference: $4,900 × 19% = $931.

The fixAn 'order direct, free tahdig' card in every delivery bag from Nov 10, and a direct-order page that costs you 3%, not 22%.

OpenOwner: You (kitchen)

Bookings lost while the lamb sold out

0a month in bookings

The evidenceThe fall-menu ad made 88 bookings for $600 in 23 days, about 3.8 a day, before the braise cap stopped it on Oct 24. Seven more days at that rate is about 27 bookings × $82 a table = $2,210.

The fixRaise the weekend braise cap from 60 to 80 portions. The ad switches back on the same day.

FixingOwner: Bookkeeper

Overdue catering invoice

0owed to you

The evidenceInvoice ST-0412 to the Brooklyn Heights real-estate office, $850, was due Oct 24 and is 10 days late. The other three October invoices were paid on time.

The fixReminder sent Nov 3 from QuickBooks. From December, catering orders take a 50% deposit through Stripe.

FixingOwner: Bookkeeper

Card fees on the wrong plan

0a month

The evidenceCard fees were $3,790 on $135,400 of sales, 2.8%. The interchange-plus plan quoted by the processor works out at 2.5%, or $3,385.

The fixMove the Toast processing to the interchange-plus plan. One form, no new hardware.

OpenOwner: You

Software nobody logs into

0a month

The evidenceTwo subscriptions still bill the card with no logins since August: the old reservations widget ($89) and the email tool Mailchimp replaced ($49). Samia bot found them on the card statement.

The fixCancel both. We have the login details ready for you.

Open: nobody has startedFixing: someone hasPlugged: it stopped

How we find these

Samia bot compares the numbers from your systems every night against simple rules (an invoice past its date, a subscription with no logins, a cost rising faster than sales) and a person checks each one before it lands here with its arithmetic. Nothing here is a guess; if the numbers behind a leak are not on this page, it does not go on the list.

Revenue by week

October against October 2025, four full weeks; Oct 29–31 is in the totals

This year ($135,400)Last year ($122,600)

What this means

You are running 10% ahead of last October, and the gap widened each week as the fall menu settled in. The three days from Oct 29 to 31 ($10,700 this year, $10,600 last) are in the totals, not drawn as a short week. If the green line ever dips under the black one we will say so at the top of this page, not down here.

Revenue by channel

$135,400 in October

Dine-in (3,210 covers)$105,100
Delivery apps (892 orders)$24,500
Office catering (4 orders)$3,400
Gift cards (31)$2,400

What this means

Tables are 78 cents of every dollar and they are where the margin is. Delivery looks big at 18% but after commission it is worth about $19,100 to you. Catering is tiny today and is the channel with the most room: one office lunch a week would add $3,400 a month at a better margin than anything else here.

Costs that moved

Biggest changes against September · from QuickBooks and 7shifts

1Lamb and beef (fall braises)+$2,140
2Labour: second Friday server+$1,260
3Delivery commission+$940
4Produce (squash and greens in season)−$610
5Linen and laundry+$180
6Card processing fees+$140

What this means

Red and orange went up, green went down. The lamb and beef line is the fall menu doing its job: it cost $2,140 more and brought in about $9,000 more in sales. The second Friday server cost $1,260 and the Friday check average rose $2.10, roughly $1,350 across the month, so she breaks even before counting the faster turns. Nothing here worries us.

Break-even day

The day October's sales covered October's costs

September broke even on the 28th. Costs this month: about $116,000 including rent, loan payment and our fee.

What this means

Everything you sold after Oct 26 was profit: $18,810, or 14 cents on the dollar. The earlier this marker lands in the month, the safer the business is. Two days earlier than September is a real gain; the fall menu and the lower prime cost both pushed it left.

From the bookkeeper

Plain English, written Nov 3 after the books closed

October closed clean. Sales of $135,400 against $116,590 of costs left $18,810 in the business, the best month since May. Food cost came down to 30.5% because the braises use cheaper cuts and because waste fell when the lamb cap was set at 60 portions. Labour held at 29% even with the extra Friday server. Three bills are due this week: the produce supplier ($2,840), the linen service ($610) and the Toast subscription ($189); all three are scheduled to pay on Friday. The $3,000 of private-event deposits in Stripe are for December parties and are not counted as revenue until the parties happen. One thing to watch: the sales tax you collected for the quarter is due Dec 20 and will be about $34,000, so it is sitting in the tax account, not the operating one.

Why this is here

So you never have to open QuickBooks to know how the month went. If anything in here surprises you, reply to the Monday email and the bookkeeper will walk you through it in ten minutes.

Google rating

47 new reviews in October · 1,284 in total

0

Up from 4.5 in September · Yelp 4.4 from 18 new reviews

5 stars34
4 stars8
3 stars3
2 stars or below2

What this means

Your overall rating moves slowly because 1,284 reviews sit behind it; the donut shows just October, which averaged 4.6. The two low reviews were both about a 40-minute wait on Friday Oct 17, the night the heat went out. Both got a personal reply and one came back and changed it to four stars.

What people said

Three from October, Google and Yelp

"The lamb shank falls apart when you look at it. We booked again before we left."A. R. · Google · 5 stars · Oct 22

"Brought my parents for their anniversary and the staff made a fuss of them without being asked. The tahdig is worth the wait."M. K. · Google · 5 stars · Oct 11

"Food is great, but it gets loud after 8 and we had trouble hearing each other. Ask for the back room."J. T. · Yelp · 4 stars · Oct 26

Why this is here

Numbers tell you how many; these tell you why. We pick one glowing, one that names a dish or a person (so you can tell the staff), and one with something to fix. The "loud" comment came up nine times in October; see the words on the right.

Words people use

From 65 reviews in October, counted by hand

lamb shank · 31saffron rice · 24warm staff · 19date night · 14tahdig · 12family · 11loud · 9wait · 7parking · 4pricey · 3

Yellow and green: what to keep saying in posts. Pink: what to fix or answer.

What this means

People describe you the way we hoped: the dish, the rice, the staff. "Loud" is new this month and matches the fuller Friday room; soft panels on the back wall would cost about $1,400 and we would mention them in replies. "Pricey" at three mentions out of 65 is nothing to act on.

Response time

How long a review waits for a reply

0▼ from 31 hrs

Median, October · 100% of reviews answered · every reply signed by a person

Under 12 hrs

68%

12–24 hrs

26%

Over a day

6%

What this means

Google shows the reply under the review, and a fast, human reply is the thing a new customer reads second. We went from 31 hours to 9 by taking over the replies in October; you only see the ones that need a decision, like the two low reviews.

What we reply

One from this month, so you can hear the voice

"Waited 40 minutes past our booking on Friday with no explanation. Food was good when it came but we nearly left."D. L. · Google · 2 stars · Oct 17

"D., you are right and I am sorry. The heating failed at 6 that evening and we lost the back room for an hour; we should have told you that at the door instead of letting you wonder. Your next lamb shank is on us: ask for Reza and mention this note. Thank you for staying. — Reza, owner"Our reply · posted 5 hours later · D. L. changed the review to 4 stars on Oct 24

Why this is here

Every reply is written in your name, so you should see how it sounds. Rules we follow: say what actually happened, never argue, offer something small and real, and sign a name. Replies to five-star reviews are two lines and mention the dish. You can change the rules any time.

Waiting for your yes

6 items · Samia bot queues anything that needs your yes. Approve here or reply to the Monday email; nothing goes out on a guess.

CreativeNeeded by Nov 7
Instagram post: Thanksgiving pre-orders open
Caption and three photos, scheduled for Nov 10 at 4:30 p.m. Mentions the whole lamb shoulder, pickup Nov 26, 10 to 2.
Samia bot queued this: Anything published in your name waits for you.
CreativeNeeded by Nov 10
Office catering page
Menu, $400 minimum, 48-hour notice, enquiry form. Goes live Nov 12 and the Google ads point to it the same day.
Samia bot queued this: New pages on your site need your yes before they go live.
Budget changeNeeded by Nov 8
Weekend brunch: $500 more in November
October's brunch bookings cost $5.42 each. We propose $1,200 for November instead of $700, with the same $10 pause rule. Nothing else changes.
Samia bot queued this: Any budget change above 10% of the month's plan.
CreativeNeeded by Nov 14
Thanksgiving email: "The lamb, for your table"
To 3,180 subscribers on Nov 19. Pre-order link, pickup times, the pistachio cake as the add-on.
Samia bot queued this: Every email to your list is approved by you first.
AudienceNeeded by Nov 20
Winter Table: the private-dining audience
People 28 to 60 within 5 miles whose job titles plan work dinners, plus anyone who visited the private-dining page. About 41,000 people. Built paused; nothing is shown to them until Dec 1.
Samia bot queued this: New audiences are approved before they are built.
Claim checkNeeded by Nov 20
Claim check: "4.8 Stars, 1,240 Reviews"
The Winter Table search headline says 4.8 stars from 1,240 reviews. Your Google listing shows 4.6 from 1,284. Samia bot held the ad. We propose "4.6 Stars, 1,280 Reviews", refreshed monthly.
Samia bot queued this: Every number in an ad must match a source we can show.

How this works

Samia bot, the software that runs the campaign rules, queues four kinds of thing: anything creative that goes out in your name, any budget change above 10% of the plan, any new audience or area, and any claim it cannot match to a source. Approve here or reply to the email with the same title. Ask for changes and a new version comes back within a day. On this sample page the buttons are a demonstration and reset when you reload.

Questions for you

Four decisions that change what we do next

Deposits for parties of six or more: Friday and Saturday only, or every night?Needs an answer
Thanksgiving pre-orders: cap at 40 whole lamb shoulders or 60?By Nov 8
Two offices asked for a $350 catering minimum instead of $400. OK to say yes for a first order?Needs an answer
"Loud" came up nine times. Should replies mention the quieter back room, and do you want a quote for wall panels?No rush

Why this is here

These are the things we cannot decide for you. Reply to the Monday email with a one-word answer and we take it from there.

Next four weeks

Nov 5 – Dec 2 · posts, emails and campaigns

Date	What	Where	Status
Thu Nov 5	Reel: tahdig, the crack, take two (with the lamb)	Instagram	Scheduled
Sun Nov 8	Deposits go live for parties of 6+ (weekends)	OpenTable	Needs your answer
Tue Nov 10	Post: Thanksgiving pre-orders open · "order direct" cards in every delivery bag	Instagram · Delivery	Needs approval
Thu Nov 12	Office catering page live · the Google search ads point to it the same day	Website · Google Ads	Needs approval
Sat Nov 14	Email: "Last weeks of the fall menu" · Tue–Wed early-table offer	Mailchimp	Drafting
Thu Nov 19	Email: "The lamb, for your table" · Thanksgiving pre-orders	Mailchimp	Needs approval
Sat Nov 21	Weekend brunch ads: Thanksgiving-weekend push, from the $500 more for November	Meta Ads	Needs approval
Tue Nov 24	Post: pre-orders close tonight · pickup times	Instagram · Stories	Drafting
Thu Nov 26	Thanksgiving: closed for service, pickups 10 am–2 pm	—	Confirmed
Tue Dec 1	Gift card push starts: "A table in January" · December review of no-show rate	Email · Instagram	Drafting

Why this is here

So nothing surprises you. Green is done or scheduled, yellow waits on you. Every item here links to a draft in the Monday email, and the calendar shifts if you change a date; just tell us.

Your plan with Samia

What you pay us, and what it covers

GrowthSix-month term at the founding price, September 2026 to February 2027, then month to month.

Growth plan, monthly$6,500
Finance dashboard (the Finance tab)$450
Each month$6,950

NextDec 1

0

Growth, December · Finance dashboard, December · emailed Dec 1, 2026, due in 14 days

What the plan includes

Four crafts, one team, one plan a month
Campaigns on Meta, Google and TikTok with hard caps
One film day a quarter
Reviews answered in your name within a day
This dashboard, updated nightly, with the Finance tab
The 90-day promise: more bookings than the 90 days before, or month four is on us

How billing works

Plain terms, no surprises

Invoices are emailed on the 1st from Stripe and are due in 14 days, by card or bank transfer. Ad spend is paid by you to Meta, Google and TikTok directly; we never hold it.

October ad spend, paid to the platforms: $1,920. From December the Winter Table budget is $3,000 a month, capped on each account.

Questions about an invoice: reply to the email it came with, or write to [email protected]. Prices for every plan are on the Agency pricing page.

$6,950 openSAM-1101, due Nov 15, 2026. The pay link is in the email from Stripe.

Invoices from Samia

4 invoices since Sep 1, 2026

Number	Date	What	Amount	Status
SAM-1101	Nov 1	Growth, November · Finance dashboard, November	$6,950	Open · due Nov 15
SAM-1001	Oct 1	Growth, October · Finance dashboard, October	$6,950	Paid Oct 3
SAM-0932	Sep 1	Finance dashboard set-up	$2,500	Paid Sep 4
SAM-0931	Sep 1	Launch, at the founding price	$4,750	Paid Sep 4

Why this is here

So the money you pay us sits next to the money we bring in. Every invoice here is also in your email from Stripe, with its PDF and pay link.

What we made in October

Fourteen pieces of work in October. Green is live or done; yellow waits on you.

10 done3 waiting on you1 scheduled

Reel: the tahdig crackDoneReel · Oct 14 · 12,300 reached · 410 saves · 61 bookings through the link

Reel: lamb shank platingDoneReel · Oct 7 · 7,900 reached

Carousel: the fall menuDonePost · Oct 2 · 4,100 reached

Email: "The lamb is back"DoneEmail · Oct 9 · 52% opened · 31 bookings

Email: "Early tables, Tuesday to Wednesday"DoneEmail · Oct 23 · 41% opened · 37 bookings

Fall menu ad set: reel, carousel, two textsDoneAds · Sep 29 · 88 bookings before the pause

Office catering search ads, two groupsDoneAds · Sep 15 · 11 enquiries, 4 orders

Google Business Profile: 14 photos, hours, 3 Q&A answersDoneListing · Oct 20 · Searches up 19%

65 review replies, Google and Yelp, signed by a personDoneReplies · Oct 31 · Median 9 hours

Four Monday texts and the October one-pagerDoneReport · Nov 3 · Report published Nov 3

Instagram post: Thanksgiving pre-orders openWaiting on youPost · Nov 10 · Caption and three photos ready · waiting for your approval

Office catering pageWaiting on youPage · Nov 12 · Menu, $400 minimum, enquiry form · waiting for your approval

Thanksgiving email: "The lamb, for your table"Waiting on youEmail · Nov 19 · To 3,180 subscribers · waiting for your approval

Winter Table: plan, nine ads, two landing pagesScheduledCampaign · Nov 28 · Film day Nov 25 · ads built paused · live Dec 1

Why this is here

So you can see the work behind the numbers, with what each piece did. Anything marked waiting on you is on the Approvals tab with its buttons; anything scheduled is written and will go out on its date unless you say stop.

Monthly reports

One page a month, written by a person after the books close, sent by email and kept here.

Monthly reportOctober 2026

Published Nov 3, 2026 · Written by your account lead and the bookkeeper

Saffron Table: October 2026

Revenue $135,400, up 6%. 217 bookings and enquiries from $1,920 of ads. Prime cost under 60% for the first time this year. Friday no-shows are the one thing to fix, and the fix starts Nov 8.

Read the report →Ask a question

November report is published on Dec 3, 2026, once the books close. It arrives by email and lands here.

What is in a report

The six numbers, the month in plain English, what the marketing cost and brought in, the money, what we made, and what happens next month with what it needs from you. One page, written by a person, with the same figures as this dashboard. It is written so you can forward it to your accountant or your partner without explaining anything.

October at a glance

Covers by week

Where bookings came from

Connected sources

Busiest hours

Busiest hour

Reservations in numbers

Covers by day

No-shows by day

Top sellers

Delivery apps

Campaigns in October

Weekend brunch

Brunch is solved.

Fall menu launch

Office catering

Winter Table

Dinner is solved.

From seen to booked

What if we spent more?

Where the money went

Sources behind this tab

Instagram reach

Email

Best post

Google Business Profile

Revenue

Profit

Cash position

Invoices you sent

Where the money went

Bills due this week

Leaks to plug

Friday no-shows

Waitlist parties who left

Delivery-app commission

Bookings lost while the lamb sold out

Overdue catering invoice

Card fees on the wrong plan

Software nobody logs into

Revenue by week

Revenue by channel

Costs that moved

Break-even day

From the bookkeeper

Google rating

What people said

Words people use

Response time

What we reply

Waiting for your yes

Questions for you

Next four weeks

Your plan with Samia

How billing works

Invoices from Samia

What we made in October

Monthly reports

Saffron Table: October 2026