New online ordering service focuses on independents

March 11, 2010 (, an interactive menu and marketing portal for local pizza restaurants, announced a launch in the New York metropolitan area. is a free service that makes it easy for pizza lovers to order their favorite meal online or by phone. Customers enter their address and zip code in the homepage and are presented with a complete list of local pizza restaurants that provide take-out and delivery in their area, along with live menus. After customers make their meal selection and enter their payment information, an automated order is generated to the pizza restaurant.
According to several industry reports, the majority of all pizza purchases are made at independent local restaurants. However, most online orders are placed with larger chains and franchises. aims to bridge this gap in online ordering and marketing by providing local pizza restaurants the same resources and technology utilized by the national chains.
"Every neighborhood has so many options for great pizza that it is difficult to remember all of the names, menus and telephone numbers," said Ilir Sela, founder and CEO of "Our goal with is for one brand to represent all of the local restaurants and make them available in one very easy to use online portal." does not mark up the price of menu items or charge delivery fees to its customers. Its income comes from pizza restaurants, which simply pay a low flat fee for each order processed through In fact, negotiates special delivery programs and discount prices with its vendors to help customers save time and money.
"Pizza restaurants which have an online ordering program become more efficient and can cut their overhead by up to 15 percent," Sela said. "Our goal is to simply have the pizzerias pass on these savings to the customer." is initially available in the New York region. However, it has already started adding restaurants in Illinois, Indiana, Texas and California, and has set a goal for national coverage to be achieved within 24 months.

Topics: Online Ordering

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