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Henrique Herrera

Business consultant · Strategy, technology and execution

Hi, I'm Henrique Herrera I help companies grow by combining strategy, technology and execution.

My first business taught me that an excellent product can still fail if nobody knows it exists. For 9 years I have been solving that problem for other founders — today, mostly in restaurants and food delivery.

Request a quote See how I work

Where I work

  • iFood
  • 99Food
  • Keeta
  • Own ordering channel
  • Google Ads
  • Meta Ads
  • Power BI
  • n8n
Henrique Herrera, business consultant
Operation under management
Orders / month
4,000
Average order value
R$ 140
Revenue / month
R$ 560k

Last 6 months

In numbers

helping companies grow
9 years helping companies grow
companies served
15 companies served
combined annual revenue of two clients under my management
R$ 9.6M combined annual revenue of two clients under my management
active clients today — by choice, not by chance
5 active clients today — by choice, not by chance

Companies I have worked with

  • Farabbud
  • Bekaa
  • Randa
  • Ryad
  • Padaria Jules
  • Botequim Mula Manca
  • Laziza Gastronomia Libanesa
  • Saulo Mendonça
  • Costa Herrera Advogados

About me

A founder before a consultant

I opened my first business at 20, a bike café. I obsessed over the product and barely thought about distribution. The coffee was good. Almost nobody knew it existed. The business closed.

It was the most expensive and most useful lesson of my career. While studying Production Engineering I started learning digital marketing precisely to fill the gap that had cost me the company. I began helping a few businesses sell online and never stopped.

In recent years my interest went beyond marketing. I started studying artificial intelligence, automation and software development because I realised technology solves bottlenecks no campaign can reach. Today I combine both: growth strategy and the ability to build whatever the strategy calls for.

Tennis taught me consistency, theatre cured a shyness that was holding me back, the Army built discipline, and entrepreneurship taught me humility — because getting things wrong is part of the process, and anyone pretending otherwise stops learning.

  • I have been on the other side

    I know what it is to make payroll, close the month and decide without full data.

  • Systemic view

    I study the whole operation before proposing anything.

  • Strategy with execution

    I propose it and I deliver it. You do not get a PDF and a "good luck".

  • I build the technology

    When nothing off the shelf fits, I build it.

How I see business

Three things I learned the hard way

  1. A product does not sell itself

    I put almost all my capital into the product of my first business and left distribution and sales as an afterthought. I closed the company. Today I know product, distribution and management have to move together: whichever of the three lags behind sets the pace for the entire company.

  2. Ads do not fix an operations bottleneck

    Plenty of companies spend on advertising to paper over a problem that lives in their margins, their menu or their process. In that scenario advertising only makes the problem happen faster, in front of more people. That is why I look at the operation before I look at the campaign.

  3. Technology reaches what campaigns cannot

    There is a ceiling to what paid media can unlock. Past it, what grows a company is process, systems and organised information. That is why I went and studied automation, data and development — and why I can now deliver both ends.

What I do

Services

Every engagement starts with a diagnosis. What comes next depends on what the diagnosis finds — menu, media, process or technology. In practice it is almost always more than one.

Main service

Menu and marketplace management

Your menu is not a list of dishes. It is your margin, mix and positioning strategy inside iFood, 99Food and Keeta — and it is where most delivery operations lose money without noticing, because they sell the wrong item very well.

Talk about my menu
  • Channel-by-channel pricing that accounts for each marketplace commission
  • Mix design: what brings customers in, what carries margin, what only takes up space
  • Structure, categorisation, photography and copy built for conversion
  • Bundles, add-ons and anchor items to raise average order value
  • Promotion management and participation in platform campaigns
  • Ongoing tracking of ranking, reputation and competitors

Growth consulting

A diagnosis of the whole operation and a plan in order of priority. Where the real bottleneck sits, what to unlock first and what it is worth in revenue.

  • Analysis of channels, margin, average order value and repeat rate
  • Growth plan with targets, deadlines and owners
  • Acquisition and repeat-purchase strategies
  • Ongoing tracking with indicators and course correction
Talk about growth

Paid media management

Google Ads and Meta Ads campaigns built to bring orders, not likes. With tracking set up from scratch, because a campaign without measurement is a bet with a nicer name.

  • Campaign strategy, creation and management
  • Full tracking: GA4, GTM, Pixel and conversions
  • Structured testing of creative, audience and offer
  • Reporting on cost per order and real return
Talk about paid media

Technology and automation

When the bottleneck is not media, it is process. Dashboards that answer business questions, automations that remove manual work, and custom systems when nothing off the shelf fits.

  • Dashboards in Power BI and Looker Studio
  • Process automation with n8n
  • AI customer service agents
  • Web development and custom systems
Talk about technology

Consulting for founders

Not every business is a restaurant. If you need someone to look at your digital operation critically and point out what is holding it back, this is where we start.

  • Diagnosis of digital presence and channels
  • Setting up indicators and measurement
  • Automation of manual processes
  • Action plan prioritised by impact
Talk about my business

How I work

Understand first, execute second

The same process on every project, from a menu to a system. It is what lets me talk about results without guessing.

  1. 01

    Diagnosis

    I get inside the operation. Platforms, numbers, margin, history, competitors. Before suggesting anything I need to know where the real bottleneck is — and it is almost never where it appears to be.

  2. 02

    Strategy

    With the diagnosis in hand I build the plan: what to tackle first, what result to expect and in what timeframe. Priority by impact, not by convenience.

  3. 03

    Execution

    I do the work. Menu, campaign, automation, dashboard — whatever the plan calls for. If it needs something that does not exist yet, I build it.

  4. 04

    Measurement

    Everything that goes live gets measured. You see what worked, what did not, and what comes in the next cycle. No guesswork and no report nobody reads.

Tools and skills

What I work with

The advantage of having all of this in one person is that the pieces talk to each other from day one — the campaign is measurable from the start and the data is tied to a decision.

  • Paid media

    Google Ads and Meta Ads, from strategy to daily optimisation

  • Tracking

    GA4, GTM, Pixel and conversions — measuring what matters, not what is easy

  • Dashboards and Power BI

    Panels that answer business questions rather than decorate a screen

  • Web development

    Custom sites and systems, from layout to deploy

  • Automation with n8n

    Manual processes become automatic flows and stop depending on people

  • Artificial intelligence

    ChatGPT, Claude, Gemini, Manus, NotebookLM and Perplexity applied to operations

  • Project management

    Scope, deadline and delivery organised from start to finish

  • Data analysis

    A number has to turn into a decision — that is where my work begins

Own products

What I am building

Alongside client work I develop my own products. It is what keeps me inside the problem instead of only commenting on it.

In development

Habvi

An app for building healthy habits through gamification. The premise is simple: staying consistent is harder than starting, and technology can help with exactly the hard part.

In development

CRM for restaurants

A relationship and repeat-purchase system designed for the reality of delivery, where the customer belongs to the marketplace and the restaurant never gets to talk to them. I am building it because nothing off the shelf did the job.

Live

AI customer service agent

WhatsApp support that answers questions, takes orders and frees the team for the work that needs a person. Already running with clients.

Let's talk

Tell me what is holding your business back

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