Pizzeria Luigi takes control: 60 percent of orders via its own website

While many hospitality entrepreneurs are struggling with rising platform commissions, Pizzeria Luigi in Groningen is opting for its own ordering environment. The delivery restaurant, a fixture in the city for over twenty-five years, now receives

60% of all orders through its own website. Just like Anytime Asten, which manages to obtain 70% of orders through its own website, Pizzeria Luigi not only retains the margin but also the direct relationship with the customer.

Sector under pressure

The delivery market offers opportunities, but also risks. Many entrepreneurs struggle with rising commissions, less visibility and increasing dependence on external platforms. Although Luigi has never been dependent on a platform, he recognizes the broader problem: whoever relinquishes control of their orders loses control.

For him, one principle is central: the ordering process must remain with the entrepreneur.

Regaining control

Luigi has been working with CashDesk for over eight years, but decided to try another system in the interim to see if it would yield extra benefits. That experiment was short-lived. The website functioned poorly, customers complained and orders declined.

“We saw the impact immediately. Customers thought less of us. Then I said: this isn’t working. I’m going back.”

Within a few weeks, he switched back completely to CashDesk. The stability and speed of the system proved essential in a business where ten to fifteen delivery drivers are on the road at the same time on busy evenings.

“We as entrepreneurs don’t want a complicated system. No frills. It just has to work.”

Since the return, all online orders are again processed via the company’s own website. The result is a stable process and a clear overview in the administration.

Own brand as a conscious choice

Where some entrepreneurs use platform materials, Luigi consciously opts for a recognizable, own look.

“Everything with us goes with our own logo. I think that’s important.”

This choice strengthens brand identity and ensures that customers consciously turn to the business instead of an intermediary. The combination of recognizability and a well-functioning ordering environment ensures that customers order directly more quickly.

“If you have your own customer management and your own system, you get much more out of it. Then you can do much more in terms of marketing.”

Structural growth of 15 to 20 percent

On a business level, this approach yields clear results. Luigi has seen his turnover increase for years.

“We have an annual turnover growth of fifteen percent,” he says. “Sometimes even twenty.”

That is remarkable in a market where many companies struggle to maintain their margins. According to Luigi, the strength lies in three elements: control over the own ordering process, speed in the daily operation and a stable system that functions without errors.

Broader trend

Pizzeria Luigi’s course fits into a movement that is becoming more visible in the hospitality sector. More and more entrepreneurs want to be less dependent on large platforms and invest in their own ordering channels, customer data and loyalty systems. The goal: more control over costs and direct relationships with guests.

CashDesk supports that development with technology that runs in the background, so that the entrepreneur remains visible in the foreground.

Conclusion

Pizzeria Luigi shows that its own ordering environment ensures more control, stronger customer relationships and structural turnover growth despite the pressure from delivery platforms.