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Napoli's Pizzeria — Shopify Online Ordering & Delivery

Napoli's Pizzeria is an authentic Italian pizzeria in Birmingham with a wood-fired oven and a loyal local following. The owner wanted to move beyond phone orders and third-party apps by launching a branded online ordering experience that captured the warmth and authenticity of the restaurant. We built a custom Shopify storefront with a pizza customization builder, delivery zone management, real-time order tracking, and Stripe payment processing — all wrapped in a design that feels as inviting as walking into the restaurant.

Challenges

Pizza customization (size, crust, toppings, extras) created hundreds of possible combinations that needed to be priced correctly and communicated clearly to the kitchen without errors.
The restaurant's delivery area covered specific postcodes within a 4-mile radius, but boundaries were irregular — not a simple circle — due to road access and traffic patterns.
Peak Friday and Saturday evenings generated 40-60 orders per hour, and the existing phone system resulted in long hold times, wrong orders, and frustrated customers.
The owner had no technical background and needed to manage the menu, pricing, and daily specials entirely on their own after handoff.

Our Solution

Developed a step-by-step pizza builder using Shopify line item properties and custom JavaScript, where customers select size, crust, sauce, and toppings with real-time price updates and a visual preview of their pizza.
Built a postcode-based delivery zone system using a custom Shopify app that validates addresses at checkout against a configurable list of accepted postcodes, with different delivery fees and minimum order values per zone.
Implemented an order throttling system that caps the number of orders accepted per 15-minute window during peak hours, preventing kitchen overload and maintaining quality and delivery time promises.
Created a simplified admin workflow where the owner manages the menu through Shopify's native product editor with clear documentation, and a custom kitchen display page that shows incoming orders formatted for the prep line.

Results

Online orders grew to 55% of total revenue within the first two months, with an average order value 28% higher than phone orders due to the visual upsell of premium toppings.
Order accuracy improved from approximately 88% to 99.2% by eliminating phone miscommunication and sending structured order data directly to the kitchen display.
Delivery complaints dropped by 73% after implementing zone validation and order throttling, leading to a Google Reviews rating increase from 4.1 to 4.6 stars.
The owner manages the full menu independently, updating prices and adding seasonal specials without any developer involvement — saving approximately 400 GBP per month in maintenance costs.

Project Details

Client: Napoli's Pizzeria
Duration: 5 weeks
Category: Shopify Development

Technologies Used

ShopifyLiquidJavaScriptCSS3Online OrderingStripe

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Napoli's Pizzeria — Shopify Online Ordering & Delivery

Challenges

Pizza customization (size, crust, toppings, extras) created hundreds of possible combinations that needed to be priced correctly and communicated clearly to the kitchen without errors.

The restaurant's delivery area covered specific postcodes within a 4-mile radius, but boundaries were irregular — not a simple circle — due to road access and traffic patterns.

Peak Friday and Saturday evenings generated 40-60 orders per hour, and the existing phone system resulted in long hold times, wrong orders, and frustrated customers.

The owner had no technical background and needed to manage the menu, pricing, and daily specials entirely on their own after handoff.

Our Solution

Developed a step-by-step pizza builder using Shopify line item properties and custom JavaScript, where customers select size, crust, sauce, and toppings with real-time price updates and a visual preview of their pizza.

Built a postcode-based delivery zone system using a custom Shopify app that validates addresses at checkout against a configurable list of accepted postcodes, with different delivery fees and minimum order values per zone.

Implemented an order throttling system that caps the number of orders accepted per 15-minute window during peak hours, preventing kitchen overload and maintaining quality and delivery time promises.

Created a simplified admin workflow where the owner manages the menu through Shopify's native product editor with clear documentation, and a custom kitchen display page that shows incoming orders formatted for the prep line.

Results

Online orders grew to 55% of total revenue within the first two months, with an average order value 28% higher than phone orders due to the visual upsell of premium toppings.

Order accuracy improved from approximately 88% to 99.2% by eliminating phone miscommunication and sending structured order data directly to the kitchen display.

Delivery complaints dropped by 73% after implementing zone validation and order throttling, leading to a Google Reviews rating increase from 4.1 to 4.6 stars.

The owner manages the full menu independently, updating prices and adding seasonal specials without any developer involvement — saving approximately 400 GBP per month in maintenance costs.