Build your pizzeria website in Milton Keynes
Milton Keynes is not a single market. It is a dozen neighbourhoods on a grid, each with its own local parade and a distance to the next one that might as well be a different town. A pizzeria on Wolverton's high street is not competing with Milton Keynes. It is competing with three neighbours on the same road.
Own your local estate
The grid that makes delivery predictable also makes it isolated. The customer in Woughton looking for pizza has five choices on their estate and a twenty-minute drive to Bletchley. Which is why an online ordering page that names your specific estate, with specific streets served, honest delivery times and a real phone number, wins against anyone trying to rank for "Milton Keynes".
Put Wolverton, Woughton or Stony Stratford on your page title, on your Google listing and in your first paragraph. That is the only search that reaches customers who can actually get to you while the pizza is warm.
Use the predictability
A grid system means delivery distances are measurable and riders follow them. That is unusual. Most cities have roads that curve and overlap and confuse every estimate. You can set realistic delivery times and keep them, which builds trust faster than any discount would.
Say "30 minutes to Wolverton, 25 to Shenley Church End" and keep it. Deliver in 28 and 23. That is how a small site outcompetes a franchise, and the grid gives you the data to do it.