Roma Pizza

Roma Pizza had been a beloved Copenhagen pizzeria for over 12 years, but their dependency on Wolt and Just Eat was eating into their margins. With a 28% commission rate on every delivery order, they were effectively working for the marketplace during peak hours.

The owner, Lars Nielsen, knew the math was unsustainable. On a busy Friday night, his restaurant could process 120 delivery orders, but nearly a third of that revenue went straight to platform fees. Customer data belonged to the marketplace, making it impossible to build direct relationships or run loyalty campaigns.

Previous attempts to launch their own website with a WordPress plugin resulted in a clunky experience that customers abandoned in favor of the familiar marketplace apps. Lars needed a solution that was as polished and easy-to-use as the marketplaces but without the crippling commissions.

Roma Pizza launched their Madexpres-powered branded storefront in under 15 minutes. The setup process used AI to import their existing menu from Wolt, automatically generating optimized descriptions and categorizations.

They implemented a gradual transition strategy: every marketplace delivery included a branded card offering 15% off the first direct order. QR codes on table tents in the restaurant directed dine-in customers to the online ordering page. Social media posts highlighted the direct ordering experience.

The Kitchen Display System replaced their paper ticket printer, routing orders from both the storefront and remaining marketplace channels into a single coordinated screen. Prep time tracking helped identify and eliminate a 7-minute bottleneck at their pizza assembly station.

After 60 days, they activated AI menu optimization, which identified that their Margherita Classic was priced 15% below the local market average despite having the highest reorder rate on their menu.