Pizzeria La Fattoria: from phone chaos to its own ordering system
- ~3×
- as many online orders per month as in the first month
- 71%
- of orders are repeat orders
- 83%
- order from a smartphone
- 8%
- of visitors place an order
Obertshausen near Frankfurt, Germany · live since October 2025
First things first: why this restaurant
Pizzeria La Fattoria is the family business of ShopBite's founder and the first place where ShopBite ran in production. We say that openly because it explains the story: ShopBite wasn't designed on a drawing board, it was built because a real restaurant had a real problem. All numbers on this page come from the shop's analytics, not from estimates.
Starting point
Italian-German cuisine, own delivery service, in Obertshausen since 1997. For 28 years, orders came in by phone only. That worked until it didn't:
- Misunderstandings on the phone caused chaos in the kitchen: wrong toppings, forgotten extras, mixed-up addresses.
- Customers were lost because they got stuck in the queue at peak times and eventually hung up.
- Staff were tied up: whoever is on the phone isn't serving guests in the restaurant.
- Platforms charge commission: every order through a delivery marketplace costs 20 to 30% of revenue.
Setup
- Shopware 6 as the backend with the ShopBite plugin for opening hours, holidays, delivery area and vouchers
- ShopBite storefront on the restaurant's own domain pizzeria-lafattoria.de, with a configurator for extras and toppings
- Receipt printer in the kitchen: every online order is printed automatically, nobody has to pick up a phone or watch a screen
- Phone orders remain possible. Nobody is forced to order online.
Results after one year
The numbers
Sources: the shop system itself (all orders since October 2025, cancellations and the family's test orders removed) and Matomo web analytics since February 2026. July 2026 is a downward outlier and not counted in the monthly figures.
Out of consideration for the restaurant we do not publish absolute order or revenue figures. The ratios say enough:
| Metric | Value |
|---|---|
| Online orders per month compared with the first month, October 2025 | almost three times as many |
| Conversion rate (visitors who order) | 8 to 9% |
| Share of orders from smartphones | 83% |
| Where customers come from | 73% via Google, 27% direct |
For comparison: a typical online shop converts at 2 to 3%. For a restaurant with regulars, intent is clear: whoever opens the page usually wants to order.
Regulars: the number that matters
The promise of your own shop is that regulars order directly. Whether that is true is shown by the order system, not by web analytics. Customers were matched by e-mail address and phone number, regardless of whether they created an account. Several hundred customers came together this way in eleven months.
| Metric | Value |
|---|---|
| Customers who ordered at least twice | 51% |
| Share of all orders that are repeat orders | 71% |
| Share of orders from customers with at least two orders | 86% |
| Customers whose first order is at least six months old and who came back | 60% |
| Median time between two orders of the same customer | 14 days |
| Orders per customer on average | 3.4 |
| Share of the most active 10% of customers in all orders | 45% |
The share of repeat orders grew from 22% in the first month to over 80% since spring 2026. Today the shop lives on regulars who order every two weeks.
What a platform would have cost
Had these orders gone through a marketplace, 20 to 30% of every single order would have been lost to commission, month after month. Through ShopBite the same order costs nothing. La Fattoria takes cash on delivery or pickup, so there are not even payment fees.
What changed in day-to-day operation
- Around 20% more orders at peak times. Two thirds of all online orders arrive between 5 and 8 pm, exactly when the phone used to be constantly busy. Those customers would have hung up before.
- Error rate practically zero. Customers type what they want themselves. If someone makes a typo, they usually call right away to correct it. Misunderstandings between phone and kitchen no longer happen with online orders.
- Phone and online complement each other. On quiet days most customers still pick up the phone. On busy days the shop catches up noticeably, because customers switch to online as soon as the line is busy.
- Rewarding regulars has become easy. Since orders are in the system, the restaurant sees who orders regularly and can add a discount or a goodie without paper notes.
- Sunday is the strongest day, followed by Friday. Tuesday is the day off, and the shop shows that automatically.
- 95% delivery, 5% pickup. The restaurant's own delivery service is the core, pickup an extra.
What we learned
- Mobile first. Four out of five orders come from a smartphone. The shop has to be fast and simple on the phone; everything else is secondary.
- Google is the main entrance. Three quarters of customers arrive via search. Your own shop on your own domain ranks for the restaurant's name; a platform subpage does not.
- Stay honest. ShopBite does not replace a platform with its own reach and its own drivers. It brings the regulars who want to order from you anyway into your own shop, commission-free.
„Since 1997 we took orders exclusively by phone. Only after introducing ShopBite did I realize how broken the old system was. Thanks to ShopBite, our customers now order conveniently from their phones and customize their dishes themselves.“