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How Zia Lucia went direct across 9 pizzerias in 10 days

Neighbourhood pizzerias, four types of dough, from Aldgate East to Reading. Zia Lucia launched its own ordering on Slerp in 10 days, across all nine sites. Then came more than 1,000 new guests.

CuisineGenuine Italian pizza
WhereLondon and Reading
On SlerpWeb orderingBranded appLoyaltyDeliveryLightspeed
The Zia Lucia ordering site on a laptop: the Islington store's meal deals, with a Rocketing Burrata & Parma in the cart

From launch in July 2024

10 days to launch direct ordering Across all 9 locations, at once.
1,000+ new guests in two months Ordering from Zia Lucia, not from a marketplace.
30% savings in commission Compared with marketplace fees, money they put back into the business.
A Zia Lucia pizzeria at night, lit up under its striped awning, with a crowd outside

Auntie Lucia's genuine pizza

Claudio and Gianluca founded Zia Lucia. The name means Auntie Lucia.

Four types of dough: traditional, wholemeal, vegetable charcoal and without gluten. Pizzas like the Rocketing Burrata & Parma. Nine pizzerias, from Aldgate East and Islington to Wembley and Reading.

But online, they relied on marketplaces. High fees. No customer data. No direct relationship, so loyalty was hard to build. And catering needed a proper way to order.

One site, in Zia Lucia red

Zia's face in the header. Their own photos on every pizza. Red on every button. One site for all nine pizzerias, and a customer only ever sees Zia Lucia.

Zia Lucia's ordering site on a phone: five pizzas earn a free one, and the Aldgate East pizzeria's order buttons
1
Nine pizzerias, one siteCustomers find their nearest Zia Lucia, then choose delivery or collection.
Zia Lucia's Islington store page on a phone: delivery with a £10 minimum or pickup, and the meal deals
2
Meal deals up frontPicnic bundles first, then pizza, crust dippers, desserts and drinks.
Zia Lucia's dish page for the Rocketing Burrata & Parma: a big photo, the toppings, the allergens and add to cart at £16.50
3
Every pizza shown properlyA big photo, the toppings and the allergens. Then the dough.
Zia Lucia's app: a red loyalty card at 3 of 5 stamps, and the last order with an Order Again link

Still Zia Lucia after the order

Buy five pizzas, get the next one free. The stamps build up in Zia Lucia's own app, and the customer stays with Zia Lucia.

  • Stamp cardFive pizzas earn a free one on the next order.
  • Order againThe last order sits on the home screen, one tap away.
  • Rewards in the appEarn or redeem straight from the loyalty card.
  • Four doughsChosen on each pizza, before it goes in the cart.
  • Delivery or collectionA £10 minimum for delivery. None to collect.
  • Their own customer dataEvery order builds Zia Lucia's list, for the next campaign.
Have the best relationship and experience with the Slerp team. The Customer Service Support team are excellent too!
Sophie LyonsHead of Marketing, Zia Lucia

More brands that went direct

A Detroit-style pepperoni and jalapeño pizza, cut into squares How Detroit Pizza got 4× the repeat customersRead the story Pints and pizza on a table at Nell's How Nell's tripled orders for its 22-inch pizzaRead the story A copper pot of lamb curry on a dark green table How Kaani Kaana grew revenue 10× in a yearRead the story

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Nine pizzerias in 10 days.
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