Build your pizzeria website in Cambridge
Cambridge is three diners in one year. Eight weeks of students living on eight pounds a week and expecting order in thirty minutes. Eight weeks of tourists who walked in because they were hungry. And the regulars who live here and order when they remember. A page that assumes one of them is the whole market loses the other two.
Your mailing list is the student who never truly leaves
A student ordering in January and again in May will order by email from their parents' house in August. They are not in the Cambridge app; they are in your list. So the test is not whether the student pays commission on an app, it is whether you capture the email on the first order. That is a repeat customer in December.
Collect email before you even ask about payment, and offer something small for joining: a discount code, a free topping, whatever costs you less than the thirty percent an app takes. By July the mailing list is where you live.
Visitors find you by walking past, then disappear
A tourist finding you on the street will order once and never again. Do not optimize for them. Optimize for the student or the resident who will find you on the email list or the search, multiple times, because they are here.
The regulars pay in July when everyone else has gone
Arbury and Trumpington have residents who were here before the students came and will be here after they leave. A site that names the neighbourhood keeps them coming back to the place they know, not looking for a new option every time they get hungry.