Build your pizzeria website in Oxford
Oxford has two diners. In January, Summertown and Cowley are students at the end of the month, ordering the cheapest pizza to a house that has no cutlery. In September, the city fills with people on holiday who have budget and time. The July kitchen runs alone. A site that tries to serve all three with the same argument loses all three.
The May mailing list pays for the July void
Students disappear after June exams, and the tourist season does not start until August. July trade is anyone who has agreed to hear from you. So collect email from every order in May: the discount code for May helps, and the July email when you are still open reaches people who would never search.
The mailing list is also your answer to whether to reduce hours in July. Tell the list when you open, so the regulars who stayed have you in their calendar, not your dark shopfront.
Apps for students, email for long-term customers
In January, Jericho and Headington are searching for the discount code on the app. In April, you are reaching those same people by email because they are now regular. Apps help you find them; email keeps them from ever needing to find you again.
Your neighbourhood is your base year-round
Tourists find you by walking past. Students find you by word of mouth from the college. Your own residents—Summertown, Cowley, Headington—order from you because it is your street. A site that names your neighbourhood in the title keeps that third group loyal between term dates.