Build your pizzeria website in Leeds
A Leeds pizzeria usually has two customers who never meet: the student who orders four times a week on whichever app is offering money off, and the household in the northern suburbs who orders every Friday and always the same thing. They need different things from your website, and one page can serve both if you know which is which.
The term-time customer
Around Headingley and Hyde Park, ordering is app-native and price-driven, and you will not win that on brand. What you can do is stop the relationship ending at the app. Every direct order gives you a customer who can be told, next October, that you are open again and what has changed. Over three years of a degree that compounds into a base no aggregator can take away from you.
It also means being blunt about price on your own page. If your menu on the apps carries a markup to cover commission — most do — then your own site is genuinely the cheaper place to order, and saying so plainly is the single most persuasive line you can write to this customer.
The suburban customer
Chapel Allerton, Roundhay and Horsforth behave nothing like the student belt. Here the order is a standing habit, the average ticket is higher, and the thing that loses you the booking is friction: a menu that is out of date, a phone line that is engaged at seven, no way to order without talking to anyone. These customers will use your own site in preference to an app if it exists and it works.
That is the argument for direct ordering in this half of the city — not price, but control. Your hours, your prices, your notes about what is on this week, in a place you can change between services.
One site, two jobs
Name your neighbourhood in the title, keep the menu current, and make ordering possible without a middleman. The student saves money and you keep the regular. Neither of those is available on a listing you rent.