Master Reference · Brand Language & Terminology · Version 1.1 · April 2026

Dynery — The
Brand Language & Terminology Reference

The single authoritative source for how Dynery is named, described, and positioned across every document, investor conversation, operator pitch, and consumer touchpoint. Prepared for the Dynery executive team — Wale Martins (Founder & CEO), Quyen Phan (COO), Brian Baldridge (Chief Loyalty & Growth Officer) — and Chief Experience Officer Mark Hadland.

The Canonical Name

What Dynery Is — The One Line That Never Changes

Every document, investor conversation, operator pitch, and consumer communication uses this identity. No exceptions. The full name is used on first reference; the short name "Dynery" is used thereafter.

Canonical name Dynery — The Dining Experience Platform Always
The full product identity. Locked. “Dining Experience Platform” is the canonical name. “Guest Experience Platform” is retired — do not use in any context.tructure. This is what Dynery IS — not what it does.
"Dynery is the Dining Experience Platform that turns every meal into a story worth keeping."
Never: "guest experience platform" / "restaurant technology platform" / "dining app" / "loyalty platform"
Locked term Dynery Genome Always
The pre-arrival guest intelligence layer — the behavioral portrait of a diner delivered to the restaurant team 48 hours before a reservation. Replaces all prior references to “Known Guest Protocol.” Locked. Dynery Genome is the canonical term. “Known Guest Protocol,” “guest profile,” “pre-arrival brief,” and “guest intelligence brief” are all retired — do not use in any context.
“The Dynery Genome is delivered to the restaurant team 48 hours before every reservation — a living portrait of who is arriving, built from every meal they’ve ever had at a Dynery table.”
Never: “Known Guest Protocol” / “guest profile brief” / “pre-arrival guest brief” / “guest intelligence layer”
Locked term Experience Architecture Always
The category name for Dynery documents that address the foundational philosophy, principles, and human design layer of the platform — how Dynery creates the conditions for connection between guest, restaurant, and community. Locked as a document category on buybuypaypay.com. Contains: The Dynery Tapestry, The Seattle Influencer Engagement Playbook, The Proscenium.
“Experience Architecture documents address how Dynery thinks, shows up, and earns trust — the human layer beneath the product, the financial model, and the competitive strategy.”
Never: “philosophy docs” / “culture documents” / “experience docs” / “soft strategy”
Short form Dynery After first reference
After the full canonical name appears once in a document, "Dynery" alone is sufficient. No descriptor needed unless re-entering context (e.g., after a long section about competitors).
The one exception Dynery is the tome from which to craft and curate stories. Dinner doc only
"Tome" — a book, a volume, a living record — carries a specific meaning in the dinner conversation with Mark Hadland. It lives in that document and nowhere else. It is not a product descriptor. It is a philosophical metaphor for what the platform accumulates over time. It must not be used in investor materials, operator pitches, or consumer-facing copy.
Correct context: The Dinner with Mark Hadland document, in the Sphere of Narrative section.
The Locked Vocabulary

Core Terms — Exact Language, Every Time

These are the product terms that appear in every document. Capitalization is intentional. Consistency is mandatory. Do not rephrase, abbreviate, or synonym-swap these terms in any document that will be seen by investors, operators, or press.

Consumer identity Dining Passport Always capitalize
The guest's cross-restaurant behavioral record. Their dining life, accumulated. Capitalized always. Not "dining history," not "profile," not "user data."
"Every meal adds to your Dining Passport — the record of your dining life, built automatically."
Currency Dining Points Always capitalize
The loyalty currency. Always "Dining Points" — never "points," "rewards points," or "coins." The word "Dining" stays because it roots the reward in the act itself.
The story artifact Vignette Always capitalize as product noun
The small, perfect, story-shaped artifact of a dining moment. The organizing product philosophy. When used as a product noun, capitalize. When used descriptively ("a vignette of the evening"), lowercase is acceptable.
"Every checkout generates a Vignette — a Memory Card, a Heritage Card, a narrative drawn from the meal itself."
Instant artifact Memory Card Always capitalize
The 30-second post-checkout Vignette artifact. A single beautifully designed card. Never "receipt card," "dining card," or "post-meal summary."
Cultural artifact Heritage Card Always capitalize
The restaurant's four-sentence origin story, delivered post-meal. Never "restaurant history" or "about us card."
Annual artifact Annual Vintage Always capitalize
The flagship annual dining memoir, generated automatically every January. The Dynery equivalent of Spotify Wrapped. Never "year in review," "annual summary," or "dining recap."
"Your Annual Vintage — every restaurant, every companion, every occasion from the past year, told as a story."
Narrative cadences Tastings™ Always with ™
The four rhythmic outreach cadences: The Amuse-Bouche (weekly), The Table (monthly), The Season (quarterly), The Vintage (annual). Always "Tastings™" with the trademark symbol in documents. Sub-names are capitalized.
"The weekly Amuse-Bouche is Dynery's Monday morning memory prompt — a single vignette from the past week."
Operator tool Experience Coach Always capitalize
The server-facing tablet app. The "kabuki theater promptbook." Never "server dashboard," "staff app," or "floor tool." The word "Experience" must stay — it names the job the tool is doing.
"The Experience Coach tells the service team exactly who is at the table, what they love, and what the next gesture should be."
Guest intelligence Dynery Genome Always capitalize
The system that surfaces guest behavioral intelligence to the service team before and during a visit. Always precede with the Darla story in operator-facing contexts (see Principles).
Operator certification Dynery Certified Always capitalize
The mandatory operating status for every Dynery restaurant. Not an achievement to work toward — the condition of participation. Never "certification program" or "certified tier." It is the operating license.
"Every restaurant in the Dynery network is Dynery Certified. Not eventually. From activation."
Academy (mandatory) Dynery Academy Always capitalize
The seven-module operator curriculum, included in the 3% experience fee, amortized. Mandatory. Not an add-on. Not optional. The Academy IS the platform activation — there is no Dynery restaurant without it. Never "training program," "onboarding curriculum," or "optional academy."
Restaurant narrative Heritage Layer Always capitalize
The four-sentence cultural origin story created for each restaurant during the Origin Interview. The foundational narrative asset. Every Vignette is built from it. Never "restaurant bio," "about section," or "brand story."
Menu narrative Dish Story Archive Always capitalize
The per-dish three-sentence narrative collection created in the Narrative Menu Workshop. Linked to POS item IDs. Powers Story Prompt AI and vignette specificity. Never "menu descriptions" or "dish notes."
Operator analytics Operator Tastings™ Always capitalize + ™
The narrative-format operator analytics delivered monthly. "Your sea bass drives 38% of first return visits." Never "analytics dashboard" or "performance reports."
Curation tiers Dynery Constellation Always capitalize
The five-tier restaurant curation system: Discovered → Notable → A Story Worth Telling (◈) → A Chapter You'll Remember (◈◈) → A Voyage of Discovery (◈◈◈). Always use the ◈ mark for the top three tiers. Never "restaurant rating," "star system," or "tier badges."
Travel layer Dynery Away Always capitalize
The travel dining city guide feature, personalized to the guest's Dining Passport. Never "travel guide" or "city recommendations."
Payment layer Dynery Pay Always capitalize
The exclusive payment processing layer. 3% card processing, replacing Toast/Square/Stripe. Every payment through Dynery Pay activates the Vignette pipeline. Never "payment processing" or "checkout system."
Operator real-time Dynery Ops Always capitalize
The real-time floor management dashboard. Never "floor dashboard" or "table management system" — though those describe what it does, "Dynery Ops" is the product name.
Competitive positioning line "Present experiences, not statistics." Locked phrase
The single most concise competitive differentiation statement for Dynery vs. OpenTable, Yelp, Beli, and every other platform. Belongs on the first competitive comparison slide or section in every pitch and analysis document. Do not rephrase. Do not paraphrase.
Use at the opening of every competitive differentiation section. It replaces every longer version of the same argument.
The Named Principles

Design & Experience Principles — Named, Not Described

These are the principles that govern product design, operator education, and consumer experience. They are named because named principles travel. They appear in the Academy curriculum, the operator pitch, and the consumer narrative. Each has a source story.

Principle 1 · From the Dinner with Mark Hadland
The Darla Principle
The mechanism: Dynery Genome. The story: I live across the street from Shuckers. I've been going there for twenty years. My favorite server is Darla — she knows my kids, asks about my mom, gives me a hug. One night they tell me they can't seat me in her section. That's an unacceptable answer. Technology should make that problem disappear. Always lead with the Darla story before introducing the Dynery Genome in any operator context. The story is the motivation. The protocol is the mechanism. Order matters.

Application: In the Academy curriculum, the Darla Principle precedes Module 2 (Dynery Genome). In operator pitches, the Darla story is told before the product feature is named. In consumer marketing, the principle appears as "Dynery knows who you are before you sit down."
Principle 2 · From the Dinner with Mark Hadland
The Non-Observable Difference
The source: Disney's tenet that there should never be any observable difference in experience level between guest tiers. People are treated differently — because they've earned different levels of relationship — but the surface presentation of that inequality is invisible to everyone except the person receiving the benefit.

Application: Governs the entire loyalty tier architecture. No guest should be able to see that the person next to them is getting a better experience. The Dynery loyalty system is designed so that every guest's version of their apex experience feels complete — not like a lesser tier of someone else's premium.
Principle 3 · From the Dinner with Mark Hadland
And Is Better Than Or
The meaning: Never make the guest choose between two good things when the platform can deliver both. Surprise AND delight — not surprise OR a generic gesture. Personalization AND discovery. Loyalty reward AND new guest welcome. The platform's job is to engineer the "and."

Application: Product design review. Any feature that forces a guest to choose between two positives should be redesigned to deliver both. In the Academy, this is the governing principle for how surprise and delight moments are designed. The classic test: Mark doesn't like dessert. Don't give him free crème brûlée (surprise but not delight). Give him a whiskey sour (surprise and delight). The app knows. Use what it knows.
Principle 4 · From the Alchemist story
The Kabuki Principle
The meaning: Kabuki theater — where every gesture, costume, and movement is loaded with meaning, performed with total commitment, and designed to produce emotional impact in the audience — is the model for what the best dining service does. The Experience Coach is the promptbook for that performance. Every service interaction is a gesture. Every gesture should be intentional.

Application: The Experience Coach is always described through this lens in operator-facing materials. "Not a dashboard — a promptbook." The Alchemist/Trello story is the origin context: the world's most celebrated dining experience is managed on Trello. Dynery is what it should be instead.
Principle 5 · The Mandatory ROI Commitment
The 12.5× Promise
The statement — locked, mandatory, never altered: "For every $1 spent on Dynery's experience fee, the restaurant gets $12.50 back. On conservative assumptions — partial feature adoption, moderate behavioral response rates, no viral sharing scenarios — a $1.2M independent restaurant that fully activates Dynery's seven experience arcs generates $420,856 in additional annual revenue against a $33,600 all-in Dynery cost."

Application: This statement appears in every operator pitch, every Academy onboarding context, and every investor document that discusses the operator value proposition. It is not paraphrased. It is not shortened. It is stated in full on first use in any document.
The Canonical Frameworks

The Frameworks — Exact Sequence, Exact Names

The Five Acts (Operator-Facing Journey)

Five Acts — The Operator's View of the Guest Journey
I
EnticeDiscovery, desire, the moment before the decision. Dynery Away, Voyage Feed, Constellation curation.
II
EnterReservation, anticipation, the pre-arrival brief. Dynery Genome activated.
III
EngageThe meal itself. Experience Coach, Dynery Ops, occasion recognition, the story unfolding.
IV
ExitPayment, Memory Card, Heritage Card, Story Prompt. The moment the vignette is born.
V
ExtendThe Tastings™ cadences, the Annual Vintage, the Dining Passport growing, the return.

The Voyage of Discovery (Guest-Facing Journey)

The guest-facing complement to the Five Acts. The Five Acts is the product manager's view. The Voyage of Discovery is the diner's felt experience. Both are true. Both must be present in the platform language. The Five Acts appears in operator-facing and technical documents. The Voyage of Discovery appears in consumer-facing language, the Annual Vintage, and the Constellation tier descriptions.

The arc: Discovery → Desire → Arrival → Immersion → Memory → Return. The Destination of Revelation is the emotional peak — the moment when the meal becomes a memory worth keeping. The Vignette is the artifact of that revelation.

The highest Constellation tier is named from this arc: "A Voyage of Discovery (◈◈◈)" — a restaurant that is itself a destination of revelation.

The Sphere of Narrative (Four Dimensions)

Sphere of Narrative — The Four Dimensions of a Dining Experience
1
FoodThe dishes, the technique, the sourcing, the menu as a document of intent.
2
ServiceThe human layer — the gesture, the recognition, the Darla Principle in action.
3
EnvironmentThe space, the atmosphere, the Spatial Story Map, the room that holds the meal.
4
Culture & HeritageThe origin story, the Heritage Layer, the why behind the what. The deepest vignette layer.

The Dynery Academy — Seven Modules

Academy Curriculum — Mandatory for All Dynery Restaurants
1
Origin StoryThe Origin Interview — City Editor conducted. Heritage Layer created. The foundation of every vignette.
2
Narrative MenuDish Story Archive built. Every signature dish given its three-sentence story.
3
Spatial ArchitectureSpatial Story Map created. The rooms and their meanings documented.
4
Service PhilosophyThe service philosophy named and documented. The Kabuki Principle applied.
5
Known GuestThe Dynery Genome activated. Darla Principle operationalized.
6
Authentic ContentContent strategy defined. Social sharing architecture and the "and is better than or" principle applied.
7
Legacy ExperienceThe long arc — Annual Vintage, Dining Passport depth, the dining life as memoir.

The Four Membership Tiers

Membership Tiers — Consumer Side
·
The Amuse-BoucheFree. Entry tier. The taste before the meal.
·
The Course$9/month. The committed diner.
·
The Tasting Menu$29/month. The experience collector.
·
The Chef's TableInvite only. The apex guest.
Language Guardrails

What We Say — and What We Never Say

Use thisNever thisWhy it matters
Dining Experience PlatformGuest Experience PlatformLocked. “Dining Experience Platform” is the canonical name. “Guest Experience Platform” is retired — do not use in any context.
Present experiences, not statisticsData-driven personalization / AI-powered insightsThe locked competitive positioning line. Every synonym weakens it.
VignetteContent / post / recap / story cardA vignette is precise: small, evocative, complete. "Content" is a commodity word.
The Darla Principle (then: Dynery Genome)Leading with the tech specThe story earns the specification. Motivation before mechanism, always.
Dynery Academy is mandatoryDynery Academy is included / optional / availableMandatory is the correct word. Included softens it. Available implies choice.
Dynery Certified is the operating licenseDynery Certified is a designation / badge / tierLicense is structural. Badge is optional. The distinction is the entire mandatory argument.
The Annual VintageYear in review / annual recap / dining year summaryVintage implies age, quality, and the passage of time. Recap implies a task was completed.
Voyage of Discovery / Destination of RevelationUser journey / dining journey / customer pathIn consumer-facing copy only. The journey language is experiential, not operational.
Experience arcsFeatures / modules / product capabilitiesIn the ROI statement specifically: "seven experience arcs" not "seven features."
Tome (in the dinner document only)Tome anywhere elseA philosophical metaphor specific to one document. Not a product term.
Document Control

Version History

This document is maintained as the authoritative brand language record for Dynery All team documents, investor materials, and operator-facing content are checked against this reference before publication.

VersionDateSummary
v1.1 April 2, 2026 Initial reference established. Canonical platform name locked as "Dining Experience Platform." Supersedes prior "Guest Experience Platform" — retired term, do not use. Six named principles defined. Five frameworks documented in exact sequence. Founding team and CXO advisory attribution standardized across all Dynery documents.
Dynery — Brand Language & Terminology Reference · v1.1 · April 2026 · Confidential · Dynery Wale Martins, CEO · Quyen Phan, COO · Brian Baldridge, Chief Loyalty & Growth Officer · Mark Hadland, Chief Experience Officer (Advisor)