Build your pizzeria website in Stirling
Stirling is on the route between Edinburgh and Glasgow and the route to the Highlands. Half your customers are passing through. A site with your hours and phone on the first click is the whole game.
Half your business is people who are going somewhere else
Stirling Castle brings tourists. Edinburgh and Glasgow bring people stopping for a meal on the way. The independents that work here are the ones that catch the person driving through at seven o'clock who has an hour before the next thing. A site with hours on the first click is how you catch that person. An app is how you lose them because they have to scroll through.
A passing customer is not a regular. They find you once and maybe come back if they tell their friends. But a site makes sure they can find you at all when they are searching from their car: clear hours, your phone number visible without clicking, a menu photo so they know what they are getting.
Locals anchor the winter business
The summer tourists pay one bill. The locals—the people who live in Ashfield or Riverside—are your business. They will order from you every Friday if you are easy to find. A mailing list built in person reaches them directly. A site gives them a fast way to order. That is what survives winter.
You will not beat Edinburgh or Glasgow on their searches
Do not try. You will not rank for "pizza Edinburgh" or "pizza Glasgow." Stirling is your market. Own it with a page that names your street and your town, and let the people from further out come because they heard about you from someone who drove through.