Build your pizzeria website in Coventry
Coventry carries two universities inside a city of around 350,000, which makes the student share of the takeaway market unusually large and unusually concentrated. It also makes the summer unusually quiet. Both halves of that are manageable; neither is manageable through a delivery app alone.
Earlsdon is the argument
The city centre was rebuilt around a ring road and the national brands took most of what it offers. Earlsdon and Far Gosford Street are where the independents held on, and the customers who go there are making a choice rather than taking the nearest option. Those are exactly the people whose second, third and tenth order you should not be paying commission on.
Write for them. Which oven, which dough, what you do differently, who owns the place. A chain’s page can tell you the delivery time and nothing else, because there is nothing else to tell. Yours can be from somewhere, and in the most chain-dominated takeaway market in Europe that is the one thing on the shelf that cannot be replicated by a bigger budget.
Term dates are your trading calendar
Two intakes, two sets of term dates, and a gap between late June and late September when a third of your demand is elsewhere. The useful response is not a summer discount but a channel that reaches the households who live here all year — the ones who never appear at the top of an app listing because they order less often than a student flat does.
The cost of a regular
On an average £22 basket, aggregator commission is somewhere around £5 to £7. Ten repeat customers ordering fortnightly is well over a hundred pounds a month handed over for an introduction you made years ago. A direct ordering page costs a flat fee, takes nothing per order, and the customer list stays yours.