Terms and Conditions of Use

1. Who operates Alacartta

These Terms and Conditions of Use (“Terms”) govern access to and use of the websites, content, tools and channels currently offered by ALACARTTA S.A.S. (“Alacartta”, “we”, “us” or the “Company”).

Legal name: ALACARTTA S.A.S.
Tax ID (NIT): 901979629-2
Domicile: Bogotá D.C., Colombia
Address: Carrera 65 A 98 25 Oficina 4004, Andes Norte, Bogotá D.C.
General email: hola@alacartta.com
Legal email: legal@alacartta.com
Privacy email: privacidad@alacartta.com
Business telephone: +57 333 742 4242
Website: alacartta.com

The Company is incorporated as a simplified stock company (sociedad por acciones simplificada), has an indefinite duration and has renewed its commercial registration for 2026.

2. Scope of these Terms

These Terms govern the features and experiences covered by this version, including Alacartta’s public website; the Grow editorial initiative; articles, guides, resources, illustrations, photographs and other content published by Alacartta; interactions enabled through WhatsApp, Instagram, Facebook and email; and, once Authentication V1 becomes publicly effective, the creation and use of an Alacartta account, its authentication, session and recovery mechanisms and the private capabilities that Alacartta expressly enables under this version.

These Terms do not govern as existing services the full functional scope of the B2B Panel, Cartta B2C, subscriptions or paid plans, order processing, checkout or Mercado Pago.

The existence of an account or an authenticated session does not by itself constitute a promise of access to any specific private feature. Certain capabilities may depend on a complete Product Profile, an invitation, a Business Membership, Internal Staff Context or other separate authorization.

When an excluded capability is enabled, Alacartta will review and update its terms before the material change enters Production.

3. Application and acceptance

These Terms govern access to and use of the experiences covered by this version.

Where a feature gives rise to a contractual relationship requiring express acceptance, Alacartta will request that acceptance through an electronic mechanism that allows evidence to be retained.

In Authentication V1 Minimal Registration, the visible pattern approved in Figma states:

By selecting “Accept and continue”, I accept the Terms and Conditions and acknowledge Alacartta’s Privacy Policy.

Deliberately selecting “Accept and continue” constitutes the electronic manifestation associated with acceptance of these Terms. Alacartta retains evidence of the event and the legal versions presented at the capture point.

Acknowledging the Privacy Policy within the same interface does not, by itself, replace any legal requirements applicable to personal-data processing. Processing is additionally governed by that Policy and by the information, authorization and evidence mechanism described there.

Any future choice concerning recurring communications will remain separate from this acceptance. Declining commercial communications will not prevent account creation.

These Terms are not intended to turn a simple visit to public content into commercial obligations that reasonably require additional acceptance.

4. Persons acting on behalf of a business

Some Alacartta experiences are primarily intended for owners, administrators, employees, collaborators or other persons connected with food businesses.

When a person provides information or takes an action expressly on behalf of a company, restaurant, café or other business, the person represents that they have a reasonable relationship or authorization to take that action.

Authenticating an account, controlling an email or telephone number, or continuing with Google does not by itself establish that a person has authority to act on behalf of a business. Alacartta may require or resolve an additional access context before enabling features or data associated with that business.

This does not mean that every person who consults Alacartta content must represent a business.

5. What Alacartta currently offers

Alacartta develops technology, knowledge and experiences intended to help food businesses better understand their operations and identify opportunities for growth.

Under this version, the offering may include editorial and educational content; guides and practical resources; research and discovery activities; conversation and contact channels; general guidance regarding menu, operations, profitability, customers, brand and sales; clearly identified experimental experiences; and Authentication V1 as a shared gateway to verify identity, create or complete a Product Profile, maintain a session and continue to those private surfaces that are actually enabled and authorized.

Authentication V1 may use phone, email or Google. Phone and email use a passwordless OTP model; Google operates as an alternative verification method. All methods converge on a single Alacartta session before Product Identity and access are resolved.

The specific availability of a feature may change over time. Having an account does not guarantee that a person has a Business Context, Internal Staff Context or access to any particular private route.

Nothing in these Terms should be interpreted as a promise that a feature described in conceptual materials, prototypes, communications, roadmaps or Alacartta content is already commercially available.

6. Grow and editorial content

Grow is an editorial and educational initiative of Alacartta intended to share knowledge, tools and ways of analyzing common issues faced by food businesses.

Content is prepared with the aim of being useful, clear and rigorous, but it is general and informational in nature. The circumstances of each business may lead to different outcomes.

The content does not constitute legal, accounting, tax, financial, health, labor or other specialized professional advice where a decision requires the involvement of a qualified professional.

Published calculations, examples, benchmarks, hypothetical cases, recommendations and tools must be understood in their context and not as guarantees of a particular financial result.

Alacartta may review, expand, correct, reorganize or remove content when necessary to maintain its quality, currency or editorial coherence.

7. We do not guarantee business results

Alacartta seeks to help businesses make better decisions, but it does not guarantee increases in sales, profitability, number of customers, average ticket value, conversion, productivity or any other specific business outcome.

A business’s results depend on many factors that Alacartta does not control, including location, demand, prices, costs, team, operations, competition, product, execution and market conditions.

A recommendation or item of Alacartta content should be understood as an analytical or support tool, not as a promise of performance.

8. Permitted use

Persons may access and use the website and currently available resources for lawful purposes related to their ordinary intended use.

It is not permitted to use Alacartta to engage in illegal or fraudulent activities; infringe third-party rights; introduce malware or harmful code; attempt to gain unauthorized access to infrastructure, credentials or information; deliberately interfere with the availability or security of the service; impersonate persons or businesses; unlawfully obtain personal data relating to third parties; circumvent security controls or technical limits; use automation abusively in a way that degrades or compromises the service; or substantially reproduce or exploit Alacartta content in violation of applicable rights.

Good-faith security research must comply with the specific rules or channels that Alacartta establishes for that purpose.

9. Content and information supplied by persons

When a person sends messages, documents, images, feedback, business information or other content to Alacartta, they retain the rights that lawfully belong to them in that material.

The person represents that they are entitled to provide the material and that doing so does not infringe third-party rights or applicable law.

Alacartta receives only the rights reasonably necessary to store, copy, process, transmit internally or display that content to the persons or providers who need to participate in order to handle the request, provide the relevant feature, provide support or fulfill the purposes that were lawfully disclosed.

This operational permission does not transfer ownership of user content to Alacartta.

The processing of any personal data contained in that material is also governed by Alacartta’s current Privacy Policy and Personal Data Processing Policy.

10. Feedback and suggestions

Alacartta may request or voluntarily receive ideas, observations and suggestions concerning its content, services or products.

By providing feedback, the person agrees that Alacartta may analyze and use it to research, design, improve or prioritize its products and services, while respecting applicable intellectual property rights and personal data protection law.

Providing feedback does not, by itself, create an employment relationship, partnership, mandate, obligation to develop a feature or automatic entitlement to compensation.

If a proposal requires specific confidentiality, ownership or compensation terms, those terms must be expressly agreed separately.

11. WhatsApp, Instagram, Facebook and email

Alacartta uses WhatsApp, Instagram, Facebook and email as communication channels.

Persons should be aware that WhatsApp, Instagram and Facebook are third-party services operated by Meta and are also subject to their own terms, policies, availability and technical decisions.

Alacartta does not control those platforms’ own infrastructure and cannot guarantee their continuous availability.

A conversation initiated by a person may be managed through automation and, where necessary or requested, transferred to an Alacartta team member for continued support.

Authentication V1 may use WhatsApp to deliver a phone OTP and email to deliver an email OTP. Those messages are operational authentication communications and do not constitute consent to recurring marketing.

Use of these channels and processing of associated data are described in greater detail in the Privacy Policy and Personal Data Processing Policy.

12. Artificial intelligence and automation

Some interactions may be supported by automated or artificial intelligence systems to interpret the intent of a message, organize context or generate a response.

These technologies are support tools and may produce responses that are incomplete, inaccurate or require human review.

A person should not assume that an automated response constitutes specialized professional advice or a binding determination by Alacartta concerning a contractual relationship.

When necessary, the person may request human assistance through the available channels.

Data processing associated with these technologies is governed by the Privacy Policy.

13. Intellectual property

The software, code, interface design, visual structure, texts, articles, photographs, illustrations, graphics, editorial resources and other original materials used by Alacartta are protected by applicable intellectual property laws to the extent that such protection applies.

The rights belong to Alacartta, their authors or third parties that have authorized their use, as applicable.

The fact that content is publicly accessible does not mean that it is in the public domain and does not grant a general authorization to copy, republish, commercialize, modify or substantially incorporate it into another product.

Nothing in these Terms transfers to the user any rights in Alacartta’s trademarks, distinctive signs, software or content beyond the limited ability to use them in the ordinary manner necessary to access the service.

14. Reasonable use of Grow content

Unless particular content states otherwise, a person may share links to Grow articles, quote reasonable excerpts with proper attribution and use the knowledge acquired to operate or improve their own business.

It is not permitted to systematically reproduce complete articles, create substantial replicas of the editorial library, sell copies of its materials, remove attribution or present Alacartta material as one’s own without an applicable authorization.

Nothing above limits uses permitted under Colombian copyright law.

15. Third-party services, links and platforms

Alacartta may use, integrate with or link to third-party services such as infrastructure, authentication and identity providers, communication tools, social networks or other external services.

Authentication V1 depends, according to the method selected, on services such as Supabase Auth, Google and Meta/WhatsApp. Availability or policy changes at those providers may temporarily affect one authentication method without necessarily making all other methods unavailable.

Some links may lead to websites that Alacartta does not control.

Alacartta does not automatically adopt as its own all terms, content, decisions or practices of linked third parties and cannot guarantee the permanent availability of external services.

Where a third-party integration is necessary for a feature, Alacartta will seek to provide appropriate information.

16. Availability, maintenance and evolution

Alacartta seeks to keep its experiences reasonably available but does not guarantee uninterrupted or error-free operation.

The website, Authentication or certain services may be affected by maintenance, updates, software errors, security incidents, connectivity failures, third-party infrastructure, session expiration or revocation, provider changes, force majeure or other circumstances.

For security reasons, Alacartta may require a person to authenticate again or complete an additional recovery step where a session has expired, there is reasonable risk or identity signals conflict.

Alacartta may modify, replace, reorganize or withdraw features where there is a product, technical, legal, security or business reason.

Where a modification materially affects an existing contractual relationship, it will be handled in accordance with applicable obligations and not solely through a silent website change.

17. Experimental features

Alacartta may make available prototypes, pilot tests, previews, assessments, experiments or early-stage features.

Where appropriate, these experiences will be identified as experimental or accompanied by sufficient context for the person to understand their nature.

An experimental experience may change or be withdrawn more frequently than a stable feature.

If an experiment introduces new categories of data, automated decisions, payments or other material consequences, it must first undergo the corresponding legal review.

18. Privacy and personal data protection

The processing of personal data by ALACARTTA S.A.S., including data associated with Authentication V1, is governed by its Privacy Policy and Personal Data Processing Policy, which forms part of the framework applicable to use of its services.

Acceptance of these Terms does not automatically turn an account, telephone number, email or Google identity into authorization for recurring marketing. Where Alacartta requests such a preference, it will be handled separately.

Inquiries, claims and Habeas Data requests may be sent to:

Use of the website or an account does not imply any waiver of rights recognized under Colombian personal-data protection law.

19. Security

Persons must not attempt to compromise the security, integrity or availability of Alacartta or use credentials, codes, sessions or access rights that do not belong to them.

A person using an account should take reasonable steps to protect access to the phone, email or Google account used for authentication and avoid deliberately sharing an active session with unauthorized persons.

If a person suspects unauthorized access or loses control of the identifier used to authenticate, they should use available recovery mechanisms or contact Alacartta where applicable.

If a person reasonably identifies a security vulnerability, they should avoid unnecessarily exploiting the issue, accessing third-party data or disrupting service operation and may report the finding to Alacartta through its official channels.

Alacartta may restrict access or take reasonable technical measures where it detects abuse, security risk, fraud or interference with its systems. This clause does not displace Alacartta’s own security obligations.

20. Restriction of access

Alacartta may temporarily block, limit or restrict access to certain services, sessions or accounts where there is reasonable evidence of abuse, unlawful activity, fraud, a security threat, infringement of third-party rights or a material breach of these Terms.

Where reasonably possible, Alacartta will distinguish among:

• a session that must authenticate again;
• a credential or identifier that requires recovery;
• an account or Product Profile;
• a Business Membership;
• an Internal Staff Context;
• and data or records belonging to a business.

Loss or restriction of one of these elements does not automatically imply deletion of the others.

If a person loses access to their usual identifiers, Alacartta may request additional information or route the case to assisted recovery. Recovery is not guaranteed where there are insufficient signals to confirm identity securely.

Until a fully verified self-service closure, export or deletion experience exists, such requests must be handled through the applicable support or privacy channels.

Closing or deactivating an account does not necessarily result in immediate deletion of all information connected with a business or evidence that Alacartta must lawfully retain. Personal-data requests are handled under the Privacy Policy and applicable law.

21. Reasonable limitation of liability

Alacartta will be liable in the circumstances and within the limits established by applicable Colombian law.

To the maximum extent permitted by law, Alacartta will not be liable for business outcomes that depend on the user’s independent decisions; interruptions attributable exclusively to third-party platforms or infrastructure outside Alacartta’s reasonable control; decisions made by using general content as a substitute for specialized professional advice; or indirect losses where exclusion of such losses is legally valid in the particular case.

Nothing in these Terms is intended to exclude or limit liability that cannot validly be excluded or limited under the law, or to eliminate any mandatory rights that may belong to a person.

22. Consumer rights where applicable

The current product is primarily oriented toward business relationships and does not yet include checkout, subscriptions or online contracting for paid services through the website.

However, if in a particular interaction a person legally qualifies as a consumer and a mandatory consumer-protection rule applies, these Terms are not intended to exclude those rights.

Before online contracting or payments are enabled, Alacartta will conduct a specific legal-delta review to determine and comply with the corresponding obligations.

23. Current absence of payments and subscriptions

As of this version, these Terms do not establish prices, fees, plans, trial periods, renewals, commissions, billing, refunds, chargebacks or payment-processing terms.

The absence of those terms is intentional: those features do not yet form part of the service governed by this version.

Any future publication of prices, trials, checkout or processing through Mercado Pago or another provider must be accompanied by a contractual update before the relevant feature is enabled.

24. Relationship between the parties

Use of Alacartta does not, by itself, create an employment relationship, partnership, joint venture, agency, franchise, commercial representation or mandate between Alacartta and the user.

Nor does it make Alacartta the operator, manager or owner of the restaurant or business about which a person requests guidance.

Each business retains control of and responsibility for its own operational, commercial and professional decisions.

25. Changes to these Terms

Alacartta may update these Terms where its features, business model, regulatory obligations or operational needs change.

Each version must identify the applicable document through a static version number and effective date.

Version 1.1 takes effect on September 29, 2026 and incorporates the rules for user accounts and Authentication V1. Its effective date and version number are kept static to identify the applicable text.

Alacartta will not use a date automatically generated on every deployment or visit to suggest a new contractual version.

Where a modification is material to an existing contractual relationship, Alacartta will take reasonable information measures and, where new acceptance is legally required, will request it before applying the corresponding change.

Previous versions must be retained for traceability.

26. Governing law

These Terms are governed by the laws of the Republic of Colombia.

Use of electronic channels and data messages will, where applicable, be interpreted in accordance with Colombian rules concerning data messages and electronic contracting.

27. Dispute resolution and competent authorities

In the event of a dispute, the parties may initially seek a direct good-faith resolution through legal@alacartta.com, without this mechanism limiting access to competent authorities or courts where appropriate.

Disputes that cannot be resolved directly will be heard by the competent courts, administrative authorities or bodies in accordance with applicable Colombian law.

Where a choice of forum between commercial parties is legally valid, Bogotá D.C. may be used as the contractual reference forum.

Nothing in this clause restricts the statutory powers of the Superintendencia de Industria y Comercio or other authorities, or removes mandatory rules concerning jurisdiction or consumer protection.

28. Partial invalidity or unenforceability

If a provision of these Terms is declared invalid, unlawful or unenforceable, it will be interpreted or limited to the extent necessary to preserve its legitimate purpose where legally possible.

The invalidity of one provision will not automatically affect the validity of the remaining provisions.

29. No waiver

Alacartta’s failure to exercise immediately a right provided by these Terms or by law does not constitute a permanent waiver of that right.

30. Entire framework and related documents

For the features covered by this version, these Terms must be read together with the current Privacy Policy and Personal Data Processing Policy and with any notices or specific conditions accompanying an experience where applicable.

A specific condition properly presented for a particular feature may supplement these Terms with respect to that feature.

If ALACARTTA S.A.S. and a business enter into a specific commercial agreement in the future, that agreement may establish additional or prevailing terms regarding the subject matter it governs.

31. Contact

For questions concerning these Terms:

For general matters:

For personal data protection and Habeas Data matters:

ALACARTTA S.A.S.
NIT 901979629-2
Bogotá D.C., Colombia
Carrera 65 A 98 25 Oficina 4004, Andes Norte