When the world shut down in 2020, Ryan and Courtney—the co-founders of Detroit Pizza—got to work. Ryan, a chef and essential worker, needed a creative outlet during lockdown. That spark led to recipe testing in their kitchen, which quickly evolved into a booming pizza business known for its authentic Detroit-style pies and slick delivery experience.
From day one, Detroit Pizza embraced online ordering for restaurants and QSR (quick service restaurants). After securing their first site in Battersea, they launched using every third-party delivery platform available—thinking, like most startups, that it was the only way to reach new customers.
But the honeymoon phase didn’t last long.
The Hidden Costs of Third-Party Delivery Platforms
“We had a lot of challenges getting started,” Ryan admits. “Visibility was tough—we were a new business, and unless people searched specifically for Detroit Pizza, we were buried in the app.”
Delivery logistics were another pain point. Riders often arrived late or delivered pizzas in less-than-perfect condition, which hurt customer satisfaction and brand perception.
For a QSR brand aiming to offer best-in-class pizza delivery, this simply wasn’t good enough.
Taking Control with Direct Online Ordering
Just a few weeks in, someone introduced the team to Slerp—a direct-to-consumer online ordering solution. It was a turning point.
“What I love most about Slerp is the customers are ours,” says Ryan. “When people order through our website or our app, powered by Slerp, they’re engaging directly with Detroit Pizza. We can communicate, follow up, and extend our hospitality virtually.”
This level of control is a game-changer for any operator serious about how to run a successful pizza business. It means no more battling for visibility on a crowded app. No more middlemen between you and your customers. And crucially—higher margins on every order.
Building a Scalable, Local Brand
Since moving to Slerp, Detroit Pizza has been laser-focused on driving traffic to their direct channel. And it’s working. With plans to expand to five locations, the team is also gearing up to launch a new American-style pizzeria concept in East London.
“It’s about giving Londoners a true American experience,” Ryan says. “Not just for locals, but for expats too—we’re trading in that taste of home.”
Key Takeaways: How to Run a Successful Pizza Business
- Prioritise direct online ordering: Platforms like Slerp give you full control over your brand, margins, and customer relationships.
- Focus on the customer experience: From order to delivery, ensure every touchpoint is reliable and high-quality.
- Don’t settle for the status quo: If third-party platforms are holding you back, explore smarter, scalable alternatives.
- Think long-term: Building a brand isn’t just about today’s orders—it’s about owning your future growth.
Detroit Pizza is proof that with the right tools and mindset, you can launch and scale a best-in-class pizza delivery brand—even in a pandemic.
