Build your pizzeria website in Hull
Hull is two cities now: the waterfront with the museums and the galleries, where people arrive deliberately and expect to eat well, and the suburbs where a Friday night pizza is decided on the walk home from the pub. A website that tries to serve both with one argument will lose both.
Two markets on one order book
If your kitchen is on High Street or near the Humber Street galleries, the page tells a story about provenance, the oven and the ingredients. If you are in Hessle or Anlaby, the story is simpler: you are open, you deliver to your street, here is the number. Both are right, and a single page tries to do both badly.
The practical version is this: put your street and your area first, in the title and in Google. Then add the story that matters to the people who come to you. The galleries crowd will find you because you are specific, not because you are trying to sound like them.
Apps are for the outer ring, your site is for the regulars
Holderness Road and Southcoates have decent app coverage but weak discovery—a customer ordering there is usually calling a place they already know. Your phone number on your site, visible without a click, is the return channel that keeps them coming back without paying commission on an order you already had.
Publish the real hours in advance
Hull's suburbs trade on habit: the same people at the same time on the same day. A site that shows which days you open, which days you close early and which weeks you take a break turns a regular into a repeat order instead of someone who drove round your dark shopfront and ordered elsewhere.