Build your pizzeria website in Wigan
Wigan is not a difficult town to sell to. It is a difficult town to sell to badly. People here back local businesses with real loyalty and can spot a pretence at a hundred yards, so the website that works is the plain one that says who you are, where you are and what it costs — not the one borrowing language from a restaurant in Manchester.
The chains are not beaten on their terms
A national brand on the retail park has a bigger advertising budget than your annual turnover, an app that discounts on its own account, and a delivery promise you cannot match. Competing on any of that is a losing evening. What it cannot do is be from somewhere: it cannot tell anyone whose kitchen it is, which road it is on, or that you have been doing this since the shop next door was still a video shop.
Write that down. Not as a story about passion — as facts. Your name, your street, how long, what you make, what it costs. In this town that is the most persuasive page you can put up, and the only one a branch cannot copy.
Food loyalty here is generational
The pie shops and the chippies that matter have mattered for decades, and a newcomer is judged against them rather than against a delivery brand. That is a high bar to clear and an enormous asset once you have cleared it, because the customer who decides you are theirs will order from you every week for years.
Which is exactly why renting that relationship from an app is the wrong way round. Let the apps find you the stranger passing through. Keep the weekly order — the one worth hundreds of pounds a year — on a page of your own, at your own price, with no commission taken out of it.