Three options. Only one actually works for your business.
Domino's gets the impulse order. The pizzaiolo has to win the booked Friday-night family. The aggregators eat 30% in the middle.
Most independent wood-fired pizzerias are squeezed between two forces they can't beat on their own terms: the chains (Domino's, Pizza Hut, Crust) win the impulse 7pm-Tuesday-takeaway order on price, throughput and the national brand baseline; and the aggregators (Uber Eats, Menulog, DoorDash) take 25 to 30 percent of every order they touch, which is the difference between a profitable Friday night and a break-even one. The actual revenue lines for a Naples-style or Roman-style independent are four: the Friday-and-Saturday-night dine-in family trade (booked tables, $25 per head plus wine, the highest-margin work in the dining room), the direct-order takeaway and pickup (which lifts your margin off the 30% aggregator commission), the lunch deals and weekday-sport-night specials (which fills the Tuesday-and-Wednesday floor), and the kids'-birthday-party pizza-and-make-your-own package (which is the most profitable booking in the kitchen on a per-head basis). The marketing work that wins those four (a Naples-style provenance page, a direct-order checkout that's actually competitive with Uber Eats on UX, a kids'-party package booking page, a lunch-deal and weekday-specials calendar) is exactly the work that gets eaten by Friday service and the Sunday clean.
Good pizzeria marketing has four jobs running in parallel: a Google Business Profile that beats the Domino's pin on completeness, photos and review velocity (with the VPN-certified-or-Italian-pizzaiolo and BYO attributes correctly set); a Naples-style or Roman-style provenance page that names the wood-fired oven type, the 00 flour (Caputo or Antimo), the imported San Marzano tomato, the buffalo mozzarella source, and the pizzaiolo's Italian training so the dine-in decision lands with the craft signal in; a direct-order takeaway checkout on your own domain that's as fast as Uber Eats on UX (one-tap reorder, saved card, suburb-based delivery time) so 40 to 60 percent of takeaway orders shift off the 30% commission; and a kids'-birthday-pizza-party booking page with the make-your-own-pizza package, head-count pricing and a one-tap order form. The wood-fired pizzerias that do all four lift their margin 15 to 25 percent and grow their Friday-and-Saturday booking calendar 30 to 50 percent.
Six agents, working in your accounts.
Account Lead, Web, SEO, Advertising, Social Media, and Content. One platform, one bill, you approve the work.
Sets the plan around the four revenue lines that defend the wood-fired Naples-style pizzeria against the chains and the aggregators: the Friday-and-Saturday-night family dine-in trade, the direct-order takeaway lift off the Uber Eats commission, the lunch-deals and weekday sport-night specials, and the kids'-birthday-pizza-party booking calendar. Briefs the other agents so the Naples-style provenance page, the direct-order checkout, the kids'-party package page and the pizzaiolo-at-the-oven reels all push toward filling the dining room and lifting margin off the aggregators.
Ships the page library a single Squarespace home page can't carry: a Naples-style or Roman-style provenance page, a direct-order takeaway and pickup checkout that's actually as fast as Uber Eats on UX (saved card, one-tap reorder, suburb-based delivery time), a kids'-birthday-pizza-party booking page with the make-your-own-pizza package, and a lunch-deal-and-sport-night-special landing page. Imports your existing site so you stop paying Squarespace plus a separate online-ordering subscription.
Decides whether you outrank the Domino's and Crust pin on the corner for 'wood fired pizza [suburb]' and 'best pizza [suburb]': complete Google Business Profile with the VPN-certified and BYO attributes, provenance-page schema, review prompts after the dine-in or pickup completes, and the technical fixes that keep you indexed. Auto-applies the low-risk stuff.
Runs a Friday-and-Saturday-evening Meta family-dine-in campaign with a 5km radius, a year-round Google budget on 'kids birthday pizza party [suburb]', and a steady direct-order recovery campaign aimed at the customer who keeps defaulting to Uber Eats for the Tuesday pickup. Pauses the dine-in ads when the booking sheet's full and the takeaway counter's already firing 80 pizzas a service.
Turns each service into content in your voice: a Friday oven-mouth reel during service, a dough-bench timelapse of the morning stretch, a hand-torn-buffalo-mozzarella close-up, a kids'-make-your-own-party from Saturday's booking, the BYO-Italian-wine carousel. Builds the pizzaiolo-and-Naples-style positioning that earns the second-look booker and pulls the Uber Eats customer back to direct. You film one oven shot, the agent drafts, you approve.
Drafts the longer pieces that catch the family deciding on a Friday at 5pm and the customer about to default to Uber Eats: 'wood-fired vs deck-oven vs conveyor pizza: what's actually different', 'why our Naples-style margherita is $24 and Domino's is $7', 'how to book a kids' make-your-own-pizza party in [suburb]', 'why ordering direct off a pizzeria's website saves you $4 and pays the kitchen'. Two a month, in your voice, that bring search traffic in at the dinner-decision stage.
Your first 30 days.
- Annual plan split across Friday-Saturday dine-in, direct-order takeaway, lunch deals and kids'-party bookings, weighted to lift margin off the aggregators
- Google Business Profile rebuilt as a 'Pizza Restaurant' with VPN-certified, BYO, family-friendly and outdoor-seating attributes turned on
- Naples-style wood-fired provenance page indexed and ranking for 'wood fired pizza [suburb]' with the oven type, 00 flour, San Marzano tomato and buffalo mozzarella sources named
- Direct-order takeaway and pickup checkout live on your own domain with saved-card, one-tap reorder and suburb-based delivery time so 40 to 60 percent of takeaway shifts off the 30% aggregator commission
- Kids'-birthday-pizza-party booking page live with the make-your-own-pizza package, head-count pricing and a one-tap order form
- Lunch-deals and weekday-sport-night-specials landing page indexed with the Tuesday-and-Wednesday floor-fill calendar
- Pizzaiolo-at-the-oven reel cadence running three times a week from Friday-Saturday service, drafted from the bake you're already running
- Year-round Google Ads on 'wood fired pizza [suburb]', 'kids birthday pizza party [suburb]' and 'best pizza [suburb]' at a low daily spend
- BYO-Italian-wine-list and corkage page live with the dine-in family plan delivered by Sam
Wood-fired Naples-style pizzerias that build past the impulse-order chains and lift margin off the aggregators aren't the ones with the prettiest pizza-on-a-board shots. They are the ones whose Naples-style provenance page ranks for 'wood fired pizza [suburb]' on the family's Friday-evening search, whose direct-order checkout is fast enough that the Uber Eats regular tries pickup once and never goes back to the aggregator, whose pizzaiolo-at-the-oven reels close the second-look booker comparing your menu to the Crust two blocks over, and whose Google profile beats the Domino's pin on completeness and the VPN-certified and BYO attributes. Every one of those is a job that has to happen every week, forever, and it's the work that gets eaten by Friday service and the Sunday clean.
Agencies are too expensive to actually run the four-line wood-fired engine plus the direct-order recovery for a pizzeria at $3.5k a month. Tools are cheap but the Friday oven reel never gets posted because you're firing 80 pizzas a service, and the kids'-party enquiry from Wednesday doesn't get answered until Sunday. In-House is the third option: for $299 a month the agents ship the Naples-style and direct-order pages, post the oven reels, run the family-dine-in ads, and Sam drafts the kids'-party replies overnight. You film one oven shot, approve the schedule from the bench, done. Stop letting Domino's define what your customer thinks pizza is and stop paying Uber Eats 30 percent for the order they would have placed directly.