BUILT BY A RESTAURANT OPERATOR, FOR RESTAURANT OPERATORS

Your restaurant already has content worth posting. The problem is noticing it.

The Pass learns your restaurant, spots what’s worth capturing, and helps you turn everyday moments into content worth watching.

Become a Founding Operator

Early testing with a small group of independent operators.

ON THE PASS TODAY / OPPORTUNITY 01 - CAPTURE BEFORE SERVICE

WORTH CAPTURING

Maria is making 400 lumpia for Saturday's catering order.

WHY IT's worth capturing

Customers see the finished product. They rarely see the work behind 400 handmade pieces.

GRAB THESE 3 SHOTS

01 Hands rolling 02 Full prep table · 03 Finished trays

ASK MARIA

"How many lumpia do you think you've rolled in your life?"

POTENTIAL HOOK / “400 lumpia have to be ready by Saturday!”

SAVE FOR LATER

CAPTURED . SKIP

THE REAL PROBLEM

Running the restaurant is already a full-time job. Now you’re supposed to be a content creator too.

Interesting things happen every day. When you’re running service, it’s hard to see them—let alone capture them.

You don’t know what to post

The everyday starts to look ordinary.

The good moments disappear

Service happens. By tomorrow, the story is gone.

Ideas still create work

A list of ideas still leaves you to plan the shoot.

Busy weeks kill consistency

When the kitchen gets busy, content slips.

HOW IT WORKS

The Pass gets to know your restaurant—and starts seeing what you don’t.

LEARN → NOTICE → CAPTURE → CREATE → MEASURE → LEARN

01 / LEARN

People, products, stories and what makes your place yours.

02 / NOTICE

The small rituals and people your customers rarely see.

03 / CAPTURE

Specific shots and questions to grab in the moment.

04 / CREATE

Package the captured moment into a post with a hook, story and caption.

05 / MEASURE

See how people respond after the content goes live.

06 / LEARN AGAIN

Use that response to spot a stronger opportunity next time.

SPECIFIC BEATS GENERIC

Not another list of content ideas.

A generic idea gives you more work. The Pass points to a story already happening tomorrow.

GENERIC ai/content tools

“Introduce one of your staff members.”

ON THE PASS TODAY / TONY’S TUESDAY

“Long time employee Tony has opened the restaurant every Tuesday morning for six years. He knows half the regulars’ orders before they speak. Tomorrow is Tuesday.”

GRAB THESE SHOTS / Tony opening up and greeting regulars. ASK / “How many orders do you know by heart?” POTENTIAL HOOK / “He knows your order before you walk in.”

You can ask ChatGPT for 100 restaurant content ideas. The Pass learns your restaurant well enough to know why Tuesday morning is is worth filming.

Become a Founding Operator

WHAT WE’RE BUILDING TOWARD

The goal isn’t just better content. It’s a system that gets smarter about your restaurant.

Views don’t tell the whole story. We’re building toward learning what your audience responds to—and what to capture next.

CONTENT / PERFORMANCE / INSIGHT / NEXT OPPORTUNITY

WATCH TIME · SAVES · SHARES · COMMENTS · PROFILE VISITS

WHAT WE’RE LEARNING / ILLUSTRATIVE

Staff stories may hold attention longer than product posts.

NEXT OPPORTUNITY / ILLUSTRATIVE

House pickles tomorrow. Capture Sam making them and why you do it yourselves.

Illustrative concept. Automated analytics and integrations are still in development. The aim is to learn what matters to the business, not just what gets views.

Built for people who actually have a restaurant to run.

Capture first. Figure out the post later.

Grab the moment now. Decide what it becomes later.

Specific beats generic.

Not “film your kitchen.” This person, doing this thing, today.

Content shouldn’t become another job.

Less mental work, not another complicated workflow.

Your business gets more valuable to the system over time.

More context makes the next suggestion more useful.

FROM ONE OPERATOR TO ANOTHER

Built from the restaurant floor, not a software boardroom.

I’m Matt. I’ve spent eight years running restaurants and food trucks — while trying to make content around everything else that comes with them.

I’m building The Pass because operators don’t need more generic ideas. We need something that understands the business we’re actually running.

I’m Matt. I’ve spent eight years running restaurants and food trucks — while trying to make content around everything else that comes with them.

I’m building The Pass because operators don’t need more generic ideas. We need something that understands the business we’re actually running..

I’m Matt. I’ve spent eight years running restaurants and food trucks — while trying to make content around everything else that comes with them.

I’m building The Pass because operators don’t need more generic ideas. We need something that understands the business we’re actually running.

— Matt Brennan

EARLY ACCESS

Help us build The Pass.

Use an early version in your real business for a few weeks. Tell us where it helps, where it doesn’t, and help shape what comes next.

Use it in your real business.

Not hypothetical demos. Actual content from your restaurant.

Tell us what works—and what doesn’t.

We want honest operator feedback.

Help shape the product.

Founding Operators will directly influence how The Pass develops.

Apply to Become a Founding Operator

Small testing group. No social-media expertise required.

Try The Pass while we build it

There’s no cost. The Pass is currently being built alongside real restaurant operators. We’re inviting a small group of owners to try it, give honest feedback, and help shape what gets built.

BECOME A FOUNDING OPERATOR

Tell us about your place.

A few details help us understand your business. No polished pitch needed.