How do you keep the focus on the neighbourhood?
The focus is kept by naming the neighbourhood, the shift and the dish those people already order. The radius is not widened because one week there was a click from far away.
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Look at where the month’s bookings are from and keep that map. The whole city is chased and the message stops sounding like the place on the corner. You get the campaign and the pieces with the neighbourhood written on them, and an exclusion of what falls outside.