Digital marketing and commissioned photography for a UK pizza chain — 75% organic growth.
ClientFireaway Pizza
IndustryQuick-service restaurants
Year2023
ServicesMarketing · Photography · SEO
01Stage 01 of 03
The challenge.
Fireaway is a UK quick-service pizza chain with strong in-store standards, an engaged local following, and a clear, simple product — fresh pizza cooked to order in front of the customer. The in-store experience was already delivering. What was not working was the digital front door. Organic search visibility was thin, location-level discoverability was inconsistent across an estate of growing restaurants, social channels were uneven, and the digital footprint did not match the quality of the experience customers were getting in store.
The remit covered both the strategic and the practical: meaningful organic SEO growth across the chain's digital channels, a consistent commissioned photography library that reflected the actual product rather than relying on stock food imagery, and a marketing programme that could scale across multiple Fireaway locations without each restaurant having to start from scratch. The brief was specific — measurable inbound growth, grounded in content and creative that genuinely reflected the brand.
02Stage 02 of 03
The approach.
The programme combined SEO, content and commissioned restaurant photography into a single editorial pipeline. Location-level SEO landing pages were produced for each restaurant in the estate, giving every outlet its own discoverable presence, structured local schema, and optimised content built around the actual searches customers run when they want pizza in a specific town. Google Business Profiles were aligned with the on-site content, review capture was tightened, and on-page optimisation was rolled out across the existing site architecture.
Food and lifestyle photography was commissioned across multiple restaurants — pizzas in build, finished product shots, in-store moments and lifestyle frames — replacing the generic library imagery that dominates the quick-service category. Paid and organic social campaigns ran against a consistent visual and tonal identity, with seasonal pushes (Halloween, Firestarter launches, store openings) given their own creative treatments inside the same system. The work was built to be operated by the in-house team after handover.
03Stage 03 of 03
The outcome.
Organic search traffic grew by 75% in the six months following launch, with significant improvements in local search rankings across the restaurant estate. Location-level SEO pages, an extensive commissioned photography library and a consistent social marketing system were all delivered as part of the engagement, and the photography continues to serve the brand across the chain's ongoing marketing programme — feeding website refreshes, store-opening campaigns, paid social, and franchise-facing materials.
Beyond the headline organic uplift, the work shifted Fireaway's digital presence from inconsistent and store-by-store to coherent and chain-wide. The content and creative library has remained in active use long after the original engagement, supporting new store openings and seasonal campaigns without each restaurant having to reinvent its own marketing. The combination of search visibility, strong owned imagery and a tightened tone of voice continues to support sustained inbound traffic across the digital footprint.
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