Seconds CoNaples, Florida
Three documents, in the order they get used. Corrections are called out at the top of each one. Prepared Friday, July 31, 2026.
Three different launch dates are live in this project right now. The documents below are the newest authored set and they all say Tuesday, September 22, 2026, with brand lock on Sep 8 gating everything downstream. That matches the standing rule that the rebrand gates launch, so the documents were left on that timeline. Nothing here re-dates itself on a guess.
HANDOFF.md, PROJECT-BRIEF.md, and UberEats-Runbook.md in the same folder, saved a few hours later, describing a one-week slip from Aug 15 rather than a move to September.Jason's call needed before this goes to the team: confirm Sep 22, then the board group headings, item due dates, and the three .md files get corrected to match. Nothing on the board was touched. Two more board mismatches to fix in the same pass: it holds 46 cards against the runbook's 45 steps, and 12 item names still say “The Sauce Lady & Market” instead of The Sauce Lady Market.
The version the team reads before the meeting. Self-contained, readable cold.
Word file: Project Brief — Send Ahead.docx
PROJECT BRIEF
Uber Eats, done right.
Now landing with the new brand,
not before it.
Joe's Naples Park Diner and The Sauce Lady Market go live on Uber Eats Tuesday, September 22, 2026.
TLDR
We're putting Joe's Naples Park Diner and The Sauce Lady Market on Uber Eats. Go-live is now Tuesday, September 22, 2026.
The date moved from the original August 15 target. Jason made the call this week: the new Seconds Co family brand has to be in place before either restaurant goes live on Uber Eats, not swapped in afterward.
What we need from you: your photo shoot availability in September, a menu accuracy check, and tasting notes.
Both restaurants live on Uber Eats, done right, not just done, by Tuesday, September 22, 2026. Done right means real food photos, accurate menus, and the new Seconds Co family brand already in place when customers see us for the first time.
We are not rushing a placeholder online and fixing it later. We are also not launching on the old look and swapping in the new one after the fact. First impressions on a delivery app are hard to undo.
The original plan ran the rebrand and the Uber Eats build side by side. The idea was that Uber Eats could launch on the current look, with the new brand swapped in later.
Jason changed that this week. The rebrand now gates go-live. Both restaurants launch on Uber Eats already wearing the new Seconds Co brand, not the old one with a new coat of paint added after the fact.
That is the single biggest change in this plan, and it is why the go-live date moved from August 15 to September 22.
| Date | What happens |
|---|---|
| Jul 31 – Aug 1 | Accounts confirmed for both stores, banking and manager logins done. Pricing plan tier decided Aug 1. |
| Aug 6–8 | Menu structure built in Menu Maker for both stores: items, prices, hours, modifiers, delivery pricing policy. Interim copy for now. |
| Aug 11 | Delivery zones set for both stores. Order intake method (tablet vs. POS) decided. |
| Aug 12–13 | Prep times set, store hours confirmed. |
| Sep 8 | Brand identity locked for both restaurants: logo, colors, type. The hard gate everything else waits on. |
| Sep 9 | Uber photo shoots booked and shot lists built, timed to happen after the lock so the free shoot captures the new look, not a reshoot. |
| Sep 10 | Tone of voice guide finalized, one per restaurant. |
| Sep 12 | Shoot-day prep and new-brand packaging ready on-site; delivery packaging test. |
| Sep 15 | New-voice menu copy rewritten and loaded into both live menus. |
| Sep 16–17 | Uber Eats asset pack and launch marketing assets delivered. |
| Sep 18 | Photos confirmed and attached to menu items; staff trained; launch promo configured; end-to-end test order placed. |
| Sep 19 | Soft launch: quiet real orders from friends, family, and staff. |
| Sep 20 | Fix whatever the soft launch breaks. |
| Sep 22 · GO LIVE | Both restaurants live, full delivery zones, public announcement across social and email. |
| Oct 6 | Ads decision and plan tier reassessed against real order economics. |
| Oct 20 | 30-day ratings target checkpoint: 20+ reviews at 4.5 stars or better. |
Behind the scenes, the mechanical Uber Eats build stays on its original August timeline: menu structure, pricing, delivery zones, and the tablet setup. What moved to September is everything that depends on the new brand: photography, final menu copy, and the launch itself.
Foundations
Getting both restaurants signed up and verified with Uber: business info, licenses, banking, logins. Due July 31.
Owner: assigned at team review
Brand and assets
Locking the new logo, colors, and voice for each restaurant, then rewriting every menu item name and description in that voice. Brand lock Sep 8, voice Sep 10, copy Sep 15.
Owner: Jason McFadden
Photography
Uber sends a photographer to each restaurant to shoot the food that becomes the menu photos and storefront cover image, booked for early September so it captures the new look. Shot lists and backup plan due Sep 9.
Owner: assigned at team review
Menus
Building the actual Uber Eats menu: items, prices, hours, modifiers. Structure due Aug 6–8. New-voice copy loads Sep 15.
Owner: assigned at team review
Delivery zones
Deciding how far we deliver and what we charge by distance, so food arrives hot and orders stay profitable. Due Aug 11.
Owner: assigned at team review
Ops readiness
Training staff on the order tablet, setting honest prep times, and testing that food survives the ride in a delivery bag. Basics due Aug 12–13; staff training and packaging test move to Sep 12–17 to test the real launch setup.
Owner: assigned at team review
Launch
The soft launch Sep 19–20, quiet real orders to catch problems, then the public go-live on Sep 22 with a launch promo and announcement.
Owner: assigned at team review
First 30 days
Watching ratings and reviews closely, responding to every one, and fixing anything that isn't landing with customers. Runs Sep 22 to Oct 22.
Owner: assigned at team review
Runbook rebuilt against the corrected September schedule: 8 sections, A through H, mirrored on the Monday.com board.
Accounts and verification work is on track for the original July 31 date.
Brand direction one-pagers for both restaurants delivered and in review.
Every section below needs a name attached tomorrow. Nothing on this list moves without an owner.
| Section | Owner |
|---|---|
| A · Accounts & Verification | Assign at team review |
| B · Rebrand & Assets | Jason McFadden (brand lock, voice, copy) |
| C · Photography | Assign at team review |
| D · Menus | Assign at team review |
| E · Delivery Zones | Assign at team review |
| F · Ops Readiness | Assign at team review |
| G · Soft Launch & Go-Live | Assign at team review |
| H · First 30 Days | Assign at team review |
Uber's own numbers say it plainly: 47% of customers won't order from a business with under 20 reviews, and 31% require at least 4.5 stars.
Our target: 20 or more reviews at 4.5 stars or better within the first 30 days after go-live, September 22 to October 22.
Every order in that window is someone's first impression of us. Late food, a wrong item, or bad packaging costs more in that window than any other time. Get it right early and the algorithm rewards us with visibility for months after.
Send them to Jason.
The version Jason reads from live. Speaker notes, plus the points where the team assigns work.
Word file: Project Brief — Talk-Through.docx
TALK-THROUGH · SPEAKER NOTES
What to say tomorrow.
Not the brief again.
Read from this. The team already has the full brief. Hit only what needs your voice in the room.
“We're taking Joe's and The Sauce Lady live on Uber Eats. The date moved. Here's why, and here's what I need from each of you before you leave this room.”
Say it flat. No warm-up needed, everyone already read the brief.
Say:
“The rebrand now gates go-live. We launch on Uber Eats wearing the new brand. Not the old one with a patch job after.”
Why, in one line:
“First impressions on a delivery app don't get a second try.”
The new date: September 22. Up from August 15. Say the number twice. Let it land.
Brand locks Sep 8.
Logo, colors, type. Nothing photography- or menu-copy-related starts before this.
Voice guide Sep 10, menu copy Sep 15.
Two restaurants, two voices, loaded into the live menus before launch.
Soft launch Sep 19–20, go live Sep 22.
Quiet orders first, fix what breaks, then the public announcement.
This is what you need them to commit to before they leave the room, not just acknowledge.
Read the section name out loud, get a name back, write it down. Nothing on the runbook moves without an owner.
Each one gets a name and an answer before the room empties. Say the due date out loud with each.
“Because launching on the old brand and fixing it later costs us more than five extra weeks costs us. This is the first thing a lot of customers will ever see of us. We get one shot at that.”
If pushed further: the mechanical Uber Eats build (menus, delivery zones, pricing) is still on the original August calendar. Only the brand-dependent pieces moved.
“The brief and the runbook are both on the Monday.com board, and copies are attached to this meeting. Read the runbook for your section before we talk next. Questions come to me.”
The operational doc. Eight sections, A through H, every step with a date, an owner line, and a done-when test.
Word file: Runbook.docx
OPERATIONAL RUNBOOK · CONFIDENTIAL
Getting Joe's and
The Sauce Lady onto
Uber Eats.
Every step, every date, every owner line. Reconciled against the live Monday.com board, updated for the September 22 go-live.
The go-live has eight parts, A through H, and they run mostly in order. Each part tells you what to do, in what order, and how you know it's done. Every part gets an owner at the team meeting. Write your name on your section.
Two words you'll see a lot: “Uber Eats Manager” is the website where we control our stores, menus, prices, delivery areas, hours. “The tablet” is where orders arrive in the restaurant.
The one rule
The new brand has to be locked before photography, menu copy, and go-live itself. Photos and menus carry the new look. Go-live happens on the new brand, not the old one with a patch job after. If we shoot or launch first and rebrand after, we pay for everything twice.
The date that matters most
Brand identity locks Tuesday, September 8. Nothing photography-related, menu-copy-related, or launch-related moves before this date. It is the hardest gate in this whole plan.
What changed in this pass
Earlier drafts of this runbook and the project brief targeted an August 15 go-live with the rebrand running in parallel, ready to swap in after launch. Jason's call this week reversed that: the rebrand now gates go-live.
Brand lock moved from Jul 30 to Sep 8. Tone of voice moved from Jul 31 to Sep 10. Menu copy moved from Aug 1 to Sep 15. Go-live moved from Aug 15 to Sep 22.
The mechanical Uber Eats build did not move: menu structure, pricing, delivery zones, and tablet setup are still on the original August calendar. Only the brand-dependent pieces and the launch itself shifted to September. Every date below is current as of Friday, July 31. The Monday.com board is the live tracker. Asana is frozen reference only.
The official path, for reference:
Uber says days, not weeks, for the platform side. The long poles are our own brand lock and the photo-shoot scheduling and review that depend on it. Every section below works backward from Sep 22 with that in mind.
SECTION A · JUL 28 – SEP 9
Both restaurants are already approved with Uber. This section makes sure the accounts, the banking, and the logins actually work before we build anything on top of them. The photo-shoot bookings live here too, but they now happen after the brand lock, not before.
Owner: _______________________ Status: ☐ Not started ☐ In progress ☐ Done
SECTION B · JUL 28 – SEP 17
Jason and the designer are finishing the new look for both restaurants. Everything downstream, photos, menus, the launch itself, waits on this, so it has to finish first. This is the section that moved the whole calendar.
Owner: _______________________ Status: ☐ Not started ☐ In progress ☐ Done
SECTION C · SEP 9 – SEP 18
Menus with real photos get up to three times more orders. Uber gives every new restaurant one free professional shoot, and the photographer comes to us. Because the shoot has to show the new brand, it now happens in September, after the lock, not in early August.
Owner: _______________________ Status: ☐ Not started ☐ In progress ☐ Done
SECTION D · AUG 4 – SEP 15
A delivery menu is a sales page, not a copy of the dine-in menu. The structure, items, prices, hours, modifiers, builds in August on schedule. The final brand-voice copy loads on top of that structure in September, right before launch.
Owner: _______________________ Status: ☐ Not started ☐ In progress ☐ Done
SECTION E · AUG 8 – AUG 11
We choose the neighborhoods we serve and what delivery costs in each. Start tight so food arrives hot; widen the map once our ratings are strong. This section is unaffected by the brand-lock date move.
Owner: _______________________ Status: ☐ Not started ☐ In progress ☐ Done
SECTION F · AUG 11 – SEP 18
The app side is mostly done on the original calendar. The pieces that touch the new brand, packaging, staff training on the final setup, the end-to-end test, move to September so they test the real launch configuration instead of an interim one.
Owner: _______________________ Status: ☐ Not started ☐ In progress ☐ Done
SECTION G · SEP 18 – SEP 22
We open quietly a few days early, let friendly customers find the bumps, then announce. Every date in this section moved with the go-live date; the sequence itself is unchanged from the original plan.
Owner: _______________________ Status: ☐ Not started ☐ In progress ☐ Done
SECTION H · SEP 22 – OCT 22
Launch is the start line. The first month decides whether the app shows us to strangers after that. This window shifted with go-live: it now runs Sep 22 through Oct 22, not Aug 15 through Sep 15.
Owner: _______________________ Status: ☐ Not started ☐ In progress ☐ Done