Build your pizzeria website in Liverpool
Liverpool orders with an eye on the price, and that is usually read as bad news for an independent. It is not. Commission is what makes app prices high, so the restaurant's own page can be the cheapest place to buy the same pizza — without anyone funding a discount.
The markup nobody mentions
A great many kitchens quietly raise their menu prices on the aggregators to absorb the commission, because the alternative is selling at a loss. The result is a customer paying more for delivery through an app than they would at the counter, and having no idea. Put your real prices on your own ordering page and the maths becomes visible, permanently, and in your favour.
This works far better here than a voucher war does. A one-off deal buys one order. A page that is simply cheaper every time buys the habit, and the habit is what you are actually trying to own in a price-led market.
Late trade needs accurate hours
A kitchen running seven nights a week has an advantage over one that only opens late at weekends, and the way to lose it is a listing that says half past ten when the door is open until one. Hours need to be set per day and kept true, and ordering needs to close when the oven does — an order you cannot cook is worse than an order you never took.
The same applies to your delivery area. If the north of the city is beyond what you can serve warm, say so on the page and offer collection instead. Being explicit costs you nothing and saves the review that starts “waited an hour”.
Keep the apps for strangers
Discovery is worth a commission once. The regular who already knows your number is not, and in a market this price-sensitive that margin is the difference between a busy week and a good one.