ILD Pizza

Short introduction

ILD PIZZA is Denmark’s leading pizza chain. In just over two years, the team behind the brand — including the two founders of LaserTryk A/S, Anders and Esben — has created more than 15 locations across Denmark. ILD PIZZA is born out of a digital mindset, with e-commerce as its core foundation. All pizzas are ordered exclusively through the website.

This setup has given us the ability to track the entire purchase flow, which is still quite rare in the restaurant industry — an industry that often tends to lag behind when it comes to digital development.

It has also allowed me to build a strategy similar to that of a traditional e-commerce business. For example, ingredients function as products in an online shop, and when customers add them to their order, it triggers an “add to cart” event just like in a standard purchase process.

Solution

I was responsible for executing ILD PIZZA’s advertising across Facebook, Instagram, and Snapchat. In addition, I developed their Google My Business strategy and connected it with Google Ads.

A key priority was building a strong brand. We did not want to compete directly with other pizzerias or takeaway services. Instead, we wanted people to order an ILD PIZZA because it is the pizza they truly want. For that reason, we moved away from aggressively bidding on generic search terms such as “pizza” and instead built a strategy focused on increasing brand awareness and recognition in the minds of consumers.

I also set up dashboards to track the company’s digital performance, allowing us to monitor metrics such as the number of pizzas sold, cost per sale, brand awareness, and more.

In addition, we use social media for recruitment, running targeted advertising campaigns in the cities where we are looking to expand our teams. I also work closely with their creative team, where one of the owners, Younes, contributes many exciting initiatives and continuously challenges and evolves the creative direction.