Build your pizzeria website in Luton
Luton does not search for pizza the way other British cities do. A huge share of the market searches for Turkish pizza, or halal, or something specific to their own tradition. A generic page that only says "pizza" loses those searches before they start.
Search for what you actually make
An app listing shows you if you match the keyword, but it does not show you how the algorithm ranked you against thirty others who also claim to be halal pizza. A site lets you control that story. Halal, vegan, the ferment, the oven — every detail goes in the title, the headlines and the menu tags, and someone searching for "halal pizzeria Luton" finds you because you used those exact words.
That is not complicated. It is the difference between being a generic result somewhere on page three and being the answer to the actual question someone asked.
Build a customer list you can reach directly
Apps hide which customers are yours. A mailing list built from order email addresses is a channel that reaches people directly, and it matters more here than anywhere: an app can change its algorithm tomorrow, but a list of three hundred people who have ordered from you before is forever.
A site is how you start building that list. Every order that goes through your own page gives you a contact and a zero percent commission that month.