{
  "name": "Loaf & Stone",
  "city": "Melville, Johannesburg",
  "archetype": "bakery",
  "tagline": "Bread out of the oven this morning. Melville.",
  "about": "Neighbourhood bakery. Sourdough, morning buns, coffee.",
  "services": [
    {
      "title": "Sourdough",
      "blurb": "The loaf people queue for. Hold one on WhatsApp."
    },
    {
      "title": "Morning buns",
      "blurb": "What is on the board today, not a stock photo."
    },
    {
      "title": "Coffee",
      "blurb": "Drink it at the counter while the next tray comes out."
    },
    {
      "title": "Collect",
      "blurb": "Message, pay, pick up. No app."
    }
  ],
  "cta": "WhatsApp an order",
  "palette": {
    "bg": "#161310",
    "fog": "#241e18",
    "accent": "#c9b496",
    "mass": "#3d342c",
    "light": "#f2e6d4"
  },
  "mood": "warm",
  "time": "day",
  "personality": "Warm bakery. Paper, flour, morning.",
  "hook": "Bread out of the oven this morning. Melville.",
  "area": "Melville",
  "steps": [
    {
      "title": "WhatsApp",
      "blurb": "Say what you want and when you can collect."
    },
    {
      "title": "They confirm",
      "blurb": "When the tray is out, they say so."
    },
    {
      "title": "Collect",
      "blurb": "The shop in Melville."
    }
  ],
  "asks": [
    {
      "q": "Can I order from the car?",
      "a": "WhatsApp Loaf & Stone. Say what you want and when you can collect."
    },
    {
      "q": "Do you deliver?",
      "a": "Collect from the shop unless they tell you otherwise. Ask on the thread."
    },
    {
      "q": "What is on today?",
      "a": "Whatever came out of the oven. They will say on WhatsApp."
    }
  ]
}