Busier, but less profitable
Township Line Pizza was busy, but fees left less profit from each order. Their website sat on the second page of Google, making it harder for customers to find the restaurant and order directly.
“In the past, we got busier, but because the third parties were taking such a big chunk of our profits, we actually got less profitable, which doesn't make any sense.” — Sarkis Panossian, Township Line Pizza
At the counter, orders came down to handwriting
Staff wrote addresses and order changes by hand on paper tickets, and mistakes slipped through. They had no phone numbers or order history for walk-in customers, making it harder to stay in touch and bring them back.
The switch to Owner
The family wanted to grow direct orders and give customers a reason to return. With Owner, customers could find their website, order online, and earn loyalty rewards. Their branded app made it easy to browse photos, customize an order, and order again without calling. In November 2025, they added Owner POS to connect counter orders with their online business. As more customers ordered directly, the family saved nearly $60,000 a year in fees.
One system for every order
Online and in-store orders now run through one system, without paper tickets. Sarkis adjusts prep times from his phone or the register to keep online estimates in step with the kitchen. A single price change updates the menu in store and online. He can offer competitive prices while keeping more from each direct order.
“There’s no intermediaries between me and my customers.” — Sarkis Panossian, Township Line Pizza
Regulars are a big part of their direct-ordering business. In September 2026, nearly 85% of online orders came from customers who had ordered from Township Line Pizza before. Connecting customer details with order history helps Sarkis get to know those regulars.
