Build your pizzeria website in Northampton
Northampton's independent pizzerias do not compete for the whole town. They compete for their own street and the few neighbourhoods nearby. A site trying to rank for "Northampton" is doing the hardest possible version of the job, while a site that owns Kingsthorpe or Abington is doing something a single restaurant can actually finish.
Your search is suburban, not city-wide
Customers in Weston Favell are not choosing between every pizzeria in Northampton. They are choosing between the few that can deliver to them quickly, and that shortlist is drawn by postcode long before anyone clicks through to a menu. A site that only ranks for the city name is invisible at the local search that actually matters.
Put your suburb in the page title and on your Google Business listing, spelled identically, and have the two point to each other. Delivery streets listed, not implied. Hours that are honest for your location. That is most of the job, and it takes an evening.
Say what you actually do and why it matters
The suburb has probably three other pizza options. The reason someone picks yours is not price — it is that they trust you. A site that names the dough, the oven, how long you have been doing this and why people actually come back is the only leverage an independent has against any bigger competitor.
Write it down. That is the difference your page makes.