Build your pizzeria website in Cardiff
Cardiff is small enough that a good pizzeria gets known by word of mouth and large enough that word of mouth is no longer sufficient. The gap between those two facts is where a website earns its keep: it is the thing a recommendation points at when someone says the name to a friend and the friend reaches for their phone.
A capital that behaves like a set of villages
Pontcanna and Canton read as one continuous strip to anyone walking it, and as two separate markets to anyone delivering into them. Roath, Cathays and Grangetown are further apart in habit than they are in miles. This is useful. It means the search you are trying to win is not “pizza Cardiff” — a search owned by the brands with a marketing budget — but the name of the half-mile your oven sits on, which no chain will ever bother to claim properly.
So put that name where a machine can read it: in your page title, in the first line of your homepage, on your Google Business listing, spelled the same way in all three. Then list the streets you deliver to rather than drawing a vague radius. Local search is mostly this kind of unglamorous agreement between your site and your listing.
The student half of the year
Cathays empties in June and refills in September, and if that swing is a large share of your covers you are running two businesses on one lease. A site is the only channel that lets you say so: shorter summer hours published the day you decide them, a July menu that leans on the residents who never left, and a mailing list that still exists in October when the students come back and need reminding.
Keep the apps for strangers
There is nothing wrong with paying an aggregator to introduce you to someone new. There is something wrong with paying them again on that person’s twelfth order. A direct ordering page costs you a flat monthly fee and nothing per basket, so every regular you move across is margin you keep for as long as they keep coming back.