New York Pizza

The Challenge

1. Outdated systems in a delivery-first market

By 2017, New York Pizza had over 140 stores, but its previous POS wasn’t cloud-native or built for high-volume delivery. Frequent downtime, clunky integrations, and slow menu updates created daily friction. Meanwhile, competitor Domino’s had invested in its own proprietary tech, leaving NYP at risk of falling behind.

2. Fragmentation and lack of data

POS, e-commerce, loyalty, payments, and reporting all lived in separate systems. Franchisees had to juggle multiple vendors, while HQ struggled with unreliable KPIs and limited visibility, just as the company was expanding into Germany with acquisitions like Stückwerk, Flying Pizza, and Pizza Planet.

3. Rising pressure from delivery platforms

While platforms like Thuisbezorgd (local presence of Just Eat | Takeaway in the Netherlands) and Uber Eats offered a seamless digital experience, New York Pizza risked over-reliance on them. The brand needed to save margins, own the customer relationship, and build loyalty on its own channels.

When speaking with other executives running pizza chains and restaurant groups, the story was always the same: the existing systems weren’t built for delivery-first, high-volume operations. The need was clear: a cloud-native, omnichannel system designed for delivery; one platform to unify everything, accelerate sustainable growth, and help us compete head-to-head with Domino’s and the platforms. – Philippe Vorst, Founder, New York Pizza.

The Solution

1. From fragmented systems to one omnichannel platform

In 2017, New York Pizza partnered with S4D to unify its operations into a single cloud-native system. POS, e-commerce, kitchen & dispatch, loyalty, marketing, and data analytics all came together in one environment, giving HQ full control and franchisees stability.

You don’t want 4 digital systems to run your business. With S4D, there’s only one point of contact, and that saves time, energy, and hassle. You can put your entire digital concerns in one hand; if you trust the hand, as we at New York Pizza know we can, then it’s good. But if you pick the wrong partner, it is a nightmare. – Philippe Vorst, Founder & former-CEO.

2. From platforms to profitable direct channels

Direct online orders rose from 30% to 70% in three years and have stayed stable since, protecting margins and reducing dependence on delivery platforms. The integrated loyalty program doubled customer value; today, loyal customers spend more than twice the average order. And in 2023, self-service kiosks in slice stores and high-traffic locations boosted average order value by 30%, adding another seamless ordering channel.

Having our own platform has a unique advantage – the ability to truly understand our customers. Through extensive A/B testing, we gain insights into what works best, how to upsell and cross-sell, and even what suggested items we can include in their orders. – Joost Geurtsen, CMO.

3. From gut feeling to data-driven performance

S4D’s real-time dashboards gave store managers visibility into KPIs like delivery time and NPS. Transparency created healthy competition across stores, cutting average delivery times by seven minutes nationwide and raising customer satisfaction. In Germany, the driver app became essential for dispatch in a delivery-heavy market, while in the Netherlands, the focus shifted to loyalty and marketing. With integrations to Marvia (local store marketing) and Bloomreach as a CDP (behavioral data, segmentation, activation), HQ can now run precise, data-driven campaigns while local stores tailor offers to their audience.

Only by creating transparency by sharing the average delivery time per store and refreshing the data every three minutes, we decreased the average delivery time by seven minutes. Every employee could see the ranking of his store, and nobody wanted to be in the 300th position of the 300 stores. – Philippe Vorst, Founder, New York Pizza.

With Power BI integration, NYP’s leadership makes faster, smarter decisions with real-time customer, sales, and product data.

A Partnership That Evolves with the Business

New York Pizza’s growth has never just been about more stores; it’s about smarter ways to reach and retain customers. In 2024, under CEO Debbie Klein, the focus shifted to customer base optimization: making existing customers more valuable and more loyal.

S4D continues to support NYP in hitting KPIs and strategic goals year after year; from building one of the largest loyalty bases in the Netherlands (1.7 million customers, ~10% of the population) to enabling segmentation, automation, and omnichannel consistency. Together, we launched virtual brands like Burger Kitchen, loyalty-only products, free delivery perks, locked promo deals, and even a gamified Candy Crush–style experience hosted on their website via iframe, which drove new loyalty signups.