Build your pizzeria website in Telford
Telford was built as a grid of named estates, each with its own shopping parade. This means you are not competing for one town, you are defending one parade against the few other places customers can reach easily. A site that names your parade is how you win it.
The grid is your advantage
A customer in Wellington looks for pizza in Wellington. A customer in Donnington looks in Donnington. They do not cross the grid. That means the parade you are in is not competing against the whole town—it is competing against three other places on the same parade, and you can realistically become the obvious choice.
A site that names Wellington or Madeley on the page and in your Google listing is how you reach someone looking specifically in their own neighbourhood. The grid works for you if your site works for the grid.
Own your parade early
Telford is still being filled in. Parades are not saturated and a pizzeria on the first site to offer ordering through their own page becomes the name people think of. That is not a growth strategy, it is the market working for you if you are there first with a real site.
Be the first with a page on Google, with real hours edited daily, with pictures of what you make, and the walk-in who becomes a regular becomes the repeat customer who orders on your phone instead of wandering in to find you closed.