01
Operators over features
Every new feature ships to a real pilot restaurant before it hits the roadmap page. If it does not move their CAC, we kill it.
About · Issue 01
Restaurants spend $4B a year on Meta ads.
They deserve to know what works.
DineRoute started from a spreadsheet. A restaurant group in Brooklyn was spending $14,000 a month on Instagram video ads and had no idea which ones drove orders. Their Meta Ads Manager reported 2.1 million impressions, 38,000 link clicks, and zero purchases. Their DoorDash dashboard said they did $94,000 in delivery that month. The two numbers did not talk to each other.
This is the attribution gap every independent restaurant lives in. Walled-garden delivery platforms keep order data inside their own dashboards. Meta's learning algorithm optimizes toward whatever event it can see, which is usually a link click. A link click is a promise to maybe order. The actual order happens on a DoorDash screen Meta never gets to watch.
We built DineRoute to close that gap with a routing page and a custom Pixel event called platform_click. The routing page sits between your ad and the platform. The event fires server-side with full user-matching data. Meta's algorithm starts optimizing toward the customers who actually pick a platform, not the ones who just tap.
This is not a dashboard in search of a problem. It is a one-line fix for a measurement problem that has been costing restaurants ROAS for a decade.
If a restaurant cannot see which ad made the order, the algorithm cannot either. So we gave it an event it can see, and tied it to the thing that happens right before the order does.
Principles
Four rules we hold ourselves to.
02
Measurable or nothing
We do not promise lift in percentages before we have your data. What we promise is a clean signal Meta can learn from.
03
No lock-in, ever
Export your click logs, cancel in two clicks. If we are not earning the seat, we do not want it.
04
Plays well with others
Your POS, your website, your delivery apps, your agency, your ad platform. DineRoute fits between them, not instead of them.
Team
Operators, engineers, and attribution nerds.
T
Founder
Previously ran paid media for a 14-location pizza chain. Built the first version of platform_click on a Friday night.
E
Head of Engineering
Ex-ad-platform. Spent six years writing Pixel + CAPI code that counted conversions correctly.
A
Restaurant Advisory
Three independent operators, one franchise ops director, one agency founder. They pressure-test every release.
Full team page ships after launch cohort. We are hiring engineers who have shipped attribution systems at scale: hello@dineroute.com.
Want to see DineRoute against your own campaign?
Twenty-minute demo. Bring one ad account. We show you the gap live.