Build your pizzeria website in Crawley
Crawley was drawn on paper as a ring of neighbourhoods, each with its own parade of shops, and seventy years later that is still how the takeaway trade works. You are not competing with Crawley. You are competing with the other four places on your parade and the two on the next one along.
Win the parade, not the town
Three Bridges, Tilgate, Ifield, Pound Hill, Broadfield, Maidenbower: people here give the neighbourhood before they give the town, and they search the same way. That is unusually good news for a single independent. A town-wide search is a fight with everyone; a neighbourhood search is a fight with a handful of places, and it is winnable with a page title, a Google Business listing that says the same words, and the two pointing at each other.
The corollary is that a site whose only location word is “Crawley” is invisible in exactly the search that would have sent you the order.
Pre-orders are the quiet advantage
Somebody landing at ten who wants food at half past can tell you at nine. On an app they cannot: the order enters the queue when they press the button. Letting customers choose a slot on your own page moves work out of your peak, gives the kitchen a shape to the evening, and gets the first order of a late run standing ready rather than started from cold.
Keep the apps for discovery
A town with this much movement through it — new arrivals, contractors, airport staff on rotations — genuinely needs the apps for strangers. Pay the commission for the first order and stop paying it for the tenth. That one change is usually worth more than any promotion you could run, and unlike a promotion it does not expire.