Our Work
Case Study: &pizza Franchise Website Rebuild and SEO
How a Website Rebuild Helped a Multi-Location Brand Increase Visibility During a Shifting Search Landscape
When a Beautiful Website Isn’t Enough
&pizza’s original site prioritized creativity but made it difficult to scale, update, or be discovered. We redesigned the site with a system-first approach—one that supports dozens of franchise locations, consistent updates, and modern search behavior. The result is a stronger digital foundation and increased visibility at a time when many brands are losing ground.
The Challenge
Build a site to support franchise growth & discoverability.
&pizza’s existing website wasn’t broken—but it wasn’t built for what the brand needed next.
While the site looked fine in certain contexts, it was difficult to update, inconsistent across devices, and heavily dependent on one-off changes. As the brand grew, the site became harder to manage and slower to evolve, making it a poor fit for a multi-location business planning continued expansion.
The site was also built by a creative agency with little consideration for SEO fundamentals. Heading structures were inconsistent, metadata was missing or unoptimized, and the overall page structure made it difficult for search engines to clearly understand the content. This wasn’t a matter of “bad SEO” so much as SEO simply not being part of the original design process.
At the same time, search itself was changing. With AI-driven results, richer SERP features, and fewer guaranteed clicks, &pizza needed a site that could support visibility and adapt as discovery channels evolved—without constant rework.
All of this needed to happen quickly. The brand was motivated, aligned, and ready to move, creating the opportunity to rebuild the site on an accelerated timeline and deliver a scalable foundation in just a few months.
Scale
Built to Grow for a Growing Brand
&pizza needed a website that could support new locations, new markets, and ongoing updates without breaking or slowing the team down.
Structure
SEO-First by Design (not an afterthought)
Search fundamentals weren’t layered on after the fact—they were built into the site’s templates, page structure, and hierarchy from day one.
Story
Design That Still Feels Like &pizza
The new site balances performance with personality, preserving the brand’s bold voice and visual identity while improving usability across devices.
Always Improving
Optimized for Local Discovery
We introduced a scalable system of location pages to help customers—and search engines—understand where &pizza operates and surface the right locations in local search results.
Our Process
Immersion First
We started by immersing ourselves in the &pizza brand—its voice, its values, and the story it tells in every shop. &pizza isn’t a generic restaurant brand, so the website couldn’t feel generic either. The goal was to create a bold, expressive design that felt unmistakably &pizza while still working across devices and use cases.
This phase set the tone for everything that followed. Design decisions weren’t made in isolation—they were grounded in how the brand shows up in the real world and how customers experience it.
Building the Foundation
Designing for Scale and Performance
Once the creative direction was set, we focused on building a site that could truly support the brand’s growth. This meant thinking beyond individual pages and designing a system that balances usability, scalability, and performance. Every decision from this point forward was made with long-term flexibility in mind.
Designing With Structure in Mind
Once the visual direction was established, we moved into building the site with a system-first mindset.
Every page was designed with:
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Scalable templates that could support dozens (or hundreds) of locations
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Clear hierarchy and navigation to guide users quickly to what they need
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UX best practices to reduce friction across mobile and desktop
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SEO best practices baked into headings, metadata, and page structure
Rather than treating design, development, and SEO as separate phases, they were addressed together—ensuring the site looked great and worked hard behind the scenes.
Execution on an Accelerated Timeline
This project moved fast—intentionally.
While a two-month turnaround isn’t typical for a full site rebuild of this size, it was possible because &pizza was deeply engaged throughout the process. The brand was aligned on goals, responsive during reviews, and motivated to move quickly, allowing decisions to be made without delays or unnecessary rework.
That collaboration made it possible to deliver a high-quality, scalable website on an aggressive timeline—without sacrificing strategy or execution.
The Launch
Website Reaction and Early SEO Impact
The new &pizza website launched at the end of August and was met with strong internal excitement around the updated look, clearer brand storytelling, and the opportunity the new platform represented. The site finally reflected the bold personality of the brand while providing a foundation built for growth.
From an execution standpoint, the launch went smoothly and on schedule. That outcome was driven by close collaboration and fast feedback from the &pizza team throughout the project. Their engagement made it possible to deliver a full site rebuild on an accelerated timeline with minimal post-launch cleanup.
Shortly after launch, early SEO impact began to appear in the data. As the new location pages were indexed and baseline SEO best practices took effect, search visibility increased across the site. This initial lift aligned closely with the late-August launch and occurred before any long-term SEO strategy or ongoing optimization work had begun.
The takeaway was clear. A well-structured website makes a measurable difference. When page hierarchy, templates, and location architecture are designed intentionally, search engines are better able to understand and surface a brand’s content.
That clarity will matter even more as search continues to evolve. With AI-driven results and fewer guaranteed clicks, sites that are built with strong structure and clear signals are better positioned to maintain visibility and adapt over time.
A Few Months In
SEO Momentum and a Clear Path Forward
In the months following launch, the early signals we saw immediately after the rebuild began to stabilize and compound. As Google continued to index and test the new site structure, &pizza expanded its search presence across branded, local, and non-branded queries, even as organic clicks declined across the broader search landscape.
The data tells a consistent story. Impressions are up, average positions have improved, and hundreds of new location and supporting pages are now actively participating in search. While traffic growth remains gradual, visibility has increased meaningfully, giving the brand far more surface area in search than it had prior to the redesign.
This is exactly what we expect at this stage. The website rebuild removed structural limitations and created momentum. Now the focus shifts to applying pressure in the right places.
The Results
A Sustainable Approach to SEO Growth
With the right foundation in place, &pizza’s ongoing SEO work is focused on steady, intentional progress. Rather than trying to do everything at once, the strategy prioritizes the areas with the greatest opportunity while staying flexible enough to respond as search behavior continues to shift.
Marketing budgets today are spread across more channels than ever, and SEO needs to earn its place. The goal here isn’t volume of activity, but quality and consistency. With a flexible site in place, even a focused effort can drive meaningful momentum.
Current areas of focus include:
Strategic content planning
We are focusing on high-opportunity pages, locations, and search intent.
Optimization
Pushing high-impression pages closer to page one visibility.
Local Visibility
Strengthening non-branded and local intent coverage over time
AI Presence
Monitoring and expanding AI visibility where it aligns naturally with the brand
The Results
Why This Matters for Multi-Location Brands
This case study isn’t about overnight SEO wins. It’s about building leverage.
&pizza now has:
A website that scales with the business
Flexible templates and a system-based structure make it easy to support new franchise locations, updates, and future growth without reworking the site.
A structure that supports both traditional and AI-driven discovery
Clear hierarchy, consistent page templates, and strong location architecture help search engines and AI systems better understand and surface the brand.
The ability to move quickly without incurring unnecessary cost
With technical and structural barriers removed, new opportunities can be acted on efficiently without expensive rebuilds or one-off fixes.
A clear roadmap for continued visibility gains
The foundation is in place to prioritize high-impact work, apply strategy thoughtfully, and build momentum over time.
Let’s Get Started
Partner with Trebletree
At Trebletree, we’re more than just a digital marketing agency—we’re your partners in strategic growth. Our commitment to delivering high-impact, customized strategies is what sets us apart. Whether you’re a new business looking to establish a strong market presence or an established enterprise aiming to refine and expand your strategy, we’re here to guide you every step of the way.
Let us show you how our strategic partnership can elevate your business. Contact us today to learn more about our Website Development & SEO services and discover how we can help your business thrive.