Pedroso's Pizza Case Study With Verified Results
Pedroso's Pizza, Multi-Location Restaurant Web Design and Local SEO
Pedroso's Pizza is an independent Austin pizzeria founded in 2020 by Thiago Vasconcelos and Alissa Gibson. What began in a 12-by-7-foot food trailer grew into two Austin storefronts, on Justin Lane in Crestview and Airport Boulevard in Cherrywood, serving New York-style, Grandma-style, Sicilian, and Detroit-style pizza alongside calzones, stromboli, Italian subs, salads, and catering. The brand needed a digital presence that supports multiple service areas, routes customers to the correct ordering portal, and turns local searches into pickup, delivery, phone, and catering revenue.
The Challenge
Word of mouth was strong, but the digital experience had not kept up with the move to two locations. The site needed clearer location-specific ordering paths, searchable menu content, stronger visibility for neighborhood and pizza-style searches, and reliable tracking between Google, the website, Square Online, calls, and delivery platforms. The image-based menu also hid product detail from search engines: someone searching Grandma-style pizza, Sicilian pizza, calzones, or Italian subs did not always land on the right ordering page.
Strategy & Solution
Egochi redesigned the customer journey around three high-intent actions: choose a location, view the menu, place an order. The build ran on Wix with Square Online ordering wired in for both locations, separate location experiences for Justin Lane and Airport Boulevard, searchable HTML menu content organized by pizza style, local SEO for Austin, Crestview, Brentwood, Cherrywood, Mueller, and surrounding neighborhoods, Google Business Profile management per storefront, Restaurant and Menu and LocalBusiness schema, review workflows, and tracking for online orders, calls, directions, catering inquiries, and ordering-platform exits. Each location got its own reporting so new-location performance stays separate from same-store growth.
Results
- +118% Organic-Search Traffic
- +79% Top-3 Google Maps Visibility
- 3.8% → 5.4% Website-to-Order Conversion
- 6,840 Added First-Party Orders
- $316K Total Client Revenue Generated
In the first six months after rollout: organic-search traffic grew 118%, top-three Google Maps visibility improved 79% across the tracked Austin search areas, and the website-to-order conversion rate rose from 3.8% to 5.4%, a 42% improvement. That produced 6,840 additional first-party online orders at a $35.60 average order value, $243,504 in additional Square Online sales, and $72,496 in attributable phone and catering revenue: $316,000 in total client revenue directly generated. Revenue counts completed Square Online orders and paid phone or catering orders connected to tracked website, Google Business Profile, and organic interactions; refunds, cancellations, taxes, tips, delivery fees, duplicates, and unattributed third-party marketplace orders are excluded. Sources: GA4, Wix Analytics, Google Search Console, GBP Performance, BrightLocal Local Search Grid, Square Analytics, Square Online Orders, Square Customer Directory, DoorDash Merchant Portal, CallRail, Supermetrics.