For pizzerias & pizza shops
Pizzeria & pizza shop marketing
Pizza shop marketing built around the one number that decides whether you make money: how much of each order you keep. We cut your delivery-app commission, push orders onto a direct channel you own, and turn one-off buyers into Friday-night regulars inside your delivery radius.
The apps are eating your margin, slice by slice.
Pizza is a volume game on thin food cost, which is exactly why delivery-app commission stings harder here than almost anywhere else. UberEats and DoorDash take 25 to 35 percent of every order and keep the customer's details, so a $25 order can come back to you with a single-figure margin once you take out packaging, the discount you ran to win the click, and the cost of the dough and toppings.
It got tighter when Menulog wound down its own delivery operation in Australia, pushing the market closer to a UberEats and DoorDash duopoly. Fewer platforms competing for your listing means less reason for them to keep commissions friendly. If the apps are your main ordering channel, you have built a business on rented customers at rented rates.
The other trap is repeat orders. Pizza is one of the most habitual purchases in food, yet most shops never capture the customer, so every Friday they pay the apps again to reach the same person who ordered last Friday. You are renting a relationship you should already own.
We don't try to make the apps cheaper. We make you less dependent on them, by owning the order and the customer.
Keep the margin, keep the customer.
Direct ordering that beats the apps
We set up commission-free online ordering on your own site and make it the easy default. Same pizza, same delivery, none of the 30 percent cut. Every order that moves off the apps is margin straight back to you.
Repeat-order machine
Pizza is a habit. We capture the customer at the first order and bring them back with a Friday-night SMS, a "your usual" reorder prompt, and offers tied to your quiet nights.
Radius local search
Win "pizza near me" and "pizza [suburb]" across the few postcodes you actually deliver to. Your Google Business Profile, menu, hours and ordering link, correct everywhere a hungry local looks.
Geo-targeted ads
Meta and Google budget aimed only at the streets inside your delivery zone, not wasted on people who can never order from you. Dinner-time targeting for when the craving hits.
Reviews that win the click
When three pizza shops show up on the map, the one with more genuine reviews gets the order. We build a steady flow from real customers after they have eaten.
Reporting in orders & margin
Every month, plain English: direct orders versus app orders, repeat rate, average order value, and how much commission you stopped paying.
One order, two ways of getting paid.
Illustrative figures on a typical $25 delivery order.
An operator's approach to a margin business.
Plenty of agencies will run your socials. Few understand what a 30 percent cut does to a pizza P&L.
- We measure direct orders and margin kept, not likes and reach.
- We build the ordering channel and customer list as assets you own.
- We treat the apps as a top-up for new buyers, not your whole business.
- Targeting stays inside your real delivery radius, so no budget is wasted.
- No lock-in. You stay because the orders come direct, not because of a contract.
- A "social strategy" that posts a pizza photo and changes nothing in the till.
- Ad budget sprayed at people 40 minutes outside your delivery zone.
- Leaving every customer's details with UberEats and DoorDash forever.
- Reports full of impressions while your commission bill keeps climbing.
Run it yourself, or hand it over.
The Playbook (DIY)
The full system written down for pizza shops: direct ordering setup, the repeat-order SMS plays, radius local search, geo-targeted ads and reviews. A one-off $499. You keep it forever.
Managed (done for you)
Our team runs the whole system for your pizza shop and reports back in orders and margin kept. Roughly $1,950 a month, no lock-in.
Start with the commission maths.
Run a different kind of venue? See our cafe marketing and bar & pub marketing pages.
What actually sells more pizza.
Pizza is high-intent, high-frequency and the most shareable food there is, which makes it a brilliant marketing category once you stop handing a third of every order to the apps. The plays, in order of impact.
Win "pizza near me" and delivery intent
When someone wants pizza, they want it now, and they search for it. We make your Google Business Profile and local search the obvious answer to "pizza near me" and "[suburb] pizza delivery", with the photos, hours, menu and reviews that turn that high-intent search into an order.
Get off the apps and own the customer
UberEats and DoorDash take 25 to 35 percent and keep your customer's details. We build direct online ordering that is as easy as the apps, then use offers and packaging to steer repeat customers to order direct. Every order you move off the apps is a third of the ticket back in your pocket and a customer you can market to again.
Turn the make-line into content
The stretch, the launch into the oven, the leopard-spotted crust, the cheese pull: pizza is made for short video, and short video is what reaches new local people. We turn your make-line into a steady stream of Reels and TikToks that build a following in your delivery radius.
Build repeat with a list and smart deals
Pizza is a repeat purchase, so the money is in the second, fifth and twentieth order. We capture customers onto an SMS and email list and bring them back with value-framed offers (a family night, a bundle, an order-again nudge) that lift frequency without gutting margin on every pie.
Frame deals to protect margin
Pizza deals can train customers to only ever buy the cheapest option. We build offers that lift the whole order (bundles, sides, a drink, family packs) rather than blanket discounts, so promotions raise average order value instead of eroding it.
Lupo Slice Co. Enmore, NSW.
Neighbourhood pizzeria. Illustrative example.
A busy neighbourhood pizzeria was doing strong volume but handing almost every delivery order to the apps at 30 percent. We stood up direct online ordering, put a QR and a "order direct, skip the fees" insert in every app order box, and started an SMS list with a family-night offer. Within a quarter, 41 percent of orders came direct, saving roughly $3,900 a month in commission on money the venue was already earning.
Pizza shops ask us this.
How do I get more pizza orders without paying the apps?
Build direct online ordering that is as fast and easy as the apps, then give customers a reason to switch: a small direct-only perk, a QR code and insert in every delivery box, and an SMS list you bring them back with. The apps take 25 to 35 percent and keep the customer; every order you move to direct is a third of the ticket back and a customer you can market to again. See our guide on commission-free ordering.
How do I compete with Domino's and the big chains?
Not on price, on being the better local pizza with a real story and a genuine following. Win "pizza near me" on Google with strong reviews and photos, turn your make-line into shareable video that builds a local audience the chains cannot fake, and own your repeat customers through a list rather than renting them from the apps. Independents win on quality, locality and relationship, so lean into all three.
Do pizza deals and discounts hurt my margin?
Blanket discounts do, because pizza is price-sensitive and you can quickly train customers to only ever buy the cheapest option. Better to build offers that lift the whole order (bundles, family packs, a side and a drink) so the promotion raises average order value rather than shrinking the margin on every pie. Frame value, do not just cut price.
How do I cut my reliance on UberEats and DoorDash for my pizza shop?
Build a direct ordering channel and a customer list you own, then give regulars a reason to use it. With Menulog winding down its own delivery in Australia, more orders funnel through UberEats and DoorDash at 25 to 35 percent commission. We set up commission-free online ordering, drive your repeat customers to it with SMS and email, and keep the apps as a top-up channel for new buyers.
Why does delivery-app commission hurt pizza shops more than other venues?
Pizza runs on volume and tight food cost, so a 30 percent commission can wipe out most of the margin on an order that was already cheap to make. A $25 order minus app commission, packaging and the driver cut can leave you with a few dollars. Direct orders keep that margin in your till.
How do I get more repeat orders from the same customers?
Capture the customer at the first order, then bring them back on a schedule. Pizza is a habit purchase, so we set up a simple list, a Friday-night SMS, and offers tied to your slow nights. One regular who orders fortnightly beats chasing a new buyer through the apps every time.
How do I get found by people near my pizza shop?
Your trade comes from a tight delivery and pickup radius. We tune your Google Business Profile for "pizza near me" and "pizza [your suburb]", run geo-targeted ads to the exact postcodes you deliver to, and make sure your menu, hours and ordering link are correct everywhere.
What does pizza shop marketing cost?
Two options. The Playbook is a one-off $499, the full system to run yourself. Our managed service is roughly $1,950 a month, where our team runs local search, direct ordering, ads, SMS and reviews for you. No lock-in and no commission on the orders you generate.
Keep more of every pizza you sell.
Get the Playbook and run it yourself, or have us build your direct ordering and repeat-order system for you.