Jefe

Jefe is a platform that builds a direct ordering channel for restaurants in Spanish-speaking Latin America, organized around WhatsApp, a digital storefront and operational tools. It is aimed at restaurants that already receive repeat orders through WhatsApp and want to reduce reliance on scattered chats and manual order-taking.

Jefe connects to a restaurant's existing WhatsApp number and builds a branded digital store from its current menu, prices and photos. An AI assistant then answers customer messages, recommends dishes, shares the store link, helps complete the order, and passes each confirmed order to the kitchen with the details the team needs.

Jefe sends WhatsApp marketing messages to re-engage customers who stopped ordering, and gives franchise operators a single view of orders and customers across locations. It connects to payment, point-of-sale and logistics tools such as Mercado Pago, FUDO and Uber Direct, and a public API and MCP provide free, read-only, anonymous access to already-published content.

Jefe charges a commission starting from 5% per processed order, which includes payment processing; the final rate depends on the market and the restaurant's operation rather than a single flat price. New restaurants can try Jefe with a 15-day free trial, but Brazil is not currently covered, with coverage described as Spanish-speaking Latin America.

Use cases

• Converting repeat WhatsApp customers into a direct order channel
• Reducing order-taking interruptions so staff can focus on the kitchen
• Running a trial period to test the direct channel before expanding