The Violet Stone
Pizzeria. St. Petersburg, FL
$10,600 in catering orders through a system that didn't exist in June.
Famous cheesesteaks. A website nobody used.
Dave Portnoy gave The Violet Stone's cheesesteak a 9.2. Local TV and food blogs followed. The website was a Wix template that did nothing with any of that attention.
"Order Online" bounced people to a bare Clover page. Catering meant phone tag and email chains. And with a second shop coming to Tampa, the site had no way to tell people which location was which.
- A Wix template that didn't look like the brand
- "Order Online" sent people to a generic Clover page
- Catering by phone and email only
- No plan for a second location
“We don't do anything with our website traffic whatsoever. I mean it's an afterthought for us.”
Dan Fekete, Owner
Built to sell the food, not just show it.
We rebuilt the site from scratch and launched it on June 18, 2026. A few weeks later, we built them their own catering ordering system.
The site
- A homepage in the shop's own voice: "We make bread. Then pizza. Then sandwiches."
- "Order Online" on every screen, plus delivery and tap-to-call
- A full menu page, plus pages for St. Pete and the upcoming Tampa shop
- A press page with Portnoy's 9.2, FOX 13 and the local food blogs
- A private feedback form, so customers tell Dan before they tell Google
- Domain moved off Wix, with business email and a newsletter signup
The catering system
- Customers build an order, choose pickup or delivery, and pay online
- Delivery fees by distance, plus sales tax and gratuity, all handled automatically
- Tax-exempt accounts for hospitals and schools, managed by the team
- Text and email alerts the moment an order comes in
- Same-day pickup and no order minimum
In August, Dan asked us to replace Clover with custom software. We told him no. The math didn't work, and if our code ran his registers and hiccuped on a Friday night, the kitchen couldn't sell food. We pointed him at the real leak instead: the 15 to 30 percent the delivery apps take on every order.
The numbers since launch.
Sources: the site's own order and click data, Plausible Analytics and Google Search Console, June 18 to Oct 21, 2026. Revenue counts paid, completed catering orders only.
Same pizzeria. A site that finally tastes like it.
BeforeAfterIn Dan's own words.
Just made some new comments, but this is incredible!
Yea that makes sense... I like the getting away from uber/doordash.
What went into the record.
- Website design and build
- Domain move off Wix + business email
- Catering ordering system with online payments
- Delivery zones, tax and tax-exempt handling
- Order alerts by text and email
- Customer feedback form
- Press page and newsletter signup
- Hosting and ongoing care
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