Build your pizzeria website in Bath
Bath attracts tourists to the Georgian centre and sophisticated residents to the suburbs. A tourist finds you because you are in the walking route. A resident finds you because you have published a site that explains what you make and why it is worth the money. They are not the same customer.
Win the residents, not the tourists
Widcombe, Larkhall and Weston hold people with money who order regularly. A tourist finds you once and leaves. A resident from Twerton who orders every second Friday is the customer who compounds. A mailing list built over six months of repeat orders is the margin that lets you invest in better flour, better process, better everything.
Focus your page on your street first. Use the neighbourhood name in your page title and your Google listing. A customer in Larkhall looking for good pizza finds you because you are specific about where you are, not because you are trying to sound like a London pizzeria.
Tourists are the upside, not the base
Fine, you are on the walking route and tourists find you. Let them. But a site that was written for tourists—stock photos, generic descriptions, no mention of what you actually make—reads as forgettable to the resident customer who is supposed to be your margin. Write for the person who will come back.
Offer both collection and delivery
A resident might collect on a Tuesday to avoid delivery fees. A tourist wants delivery to their holiday let. Publish both clearly, with honest times and honest minimums. The customer who collects is still a customer you captured instead of losing to another place.