How Frank Pepe Pizzeria drives growth with Uber
Published August 2024 | Updated April 2026
Over a century ago, Frank Pepe arrived in New Haven, Connecticut, from Italy with a dream of sharing his Neapolitan pizza traditions with Australia. Founded in 1925, Frank Pepe Pizzeria Napoletana helped pioneer what would become known as New Haven-style pizza. Today, the pizzeria is famous for its mouth-watering pizzas and dedication to quality—a true reflection of Frank’s dream realised. It remains an iconic spot in New Haven and right along the East Coast.
The recipe for success
Frank Pepe’s secret sauce has always been a mix of quality ingredients, classic recipes, a unique coal-fired baking process, top-notch service, and a strong commitment to the local community. We chatted with Victoria Pierce, Director of Marketing, to see how Uber Eats and Uber Direct are helping this legendary pizzeria keep thriving.
Frank Pepe, by the numbers
17
locations across multiple states73%
of delivery orders delivered with Uber6-7x
annual return on Uber Eats ad spend¹Serving loyal customers with Uber Direct
There’s a good reason Frank Pepe has been in business for over a century and has expanded to 17 locations across 7 states: it knows how to build a loyal following.
To take its customer experience to the next level, the pizzeria formed an exclusive partnership with Uber Direct that gives loyal customers an easy way to order pizza delivery straight from Frank Pepe’s website. With “great coverage and reliable drivers who show up on time,” Pierce says Uber Direct helps the restaurant deliver hot, fresh pizzas that keep customers coming back for more.
“Uber Direct has been a fantastic partner,” Pierce says. “Their seamless integration with our existing operations shows what real partnership looks like. With Uber Direct, we’re not just delivering pizza—we’re delivering the top-notch experience our loyal customers expect from our brand.”
Growing the pie with Uber Eats
At Frank Pepe, over 100 years of pizza-making tradition meets modern delivery innovation. The founder’s dedication lives on in every classic recipe and coal-fired pizza, and with Uber Eats, Frank Pepe can reach more customers and grow its online business.
‘My measure of success for Uber Eats is constant growth. We’ve seen real success with ads and promotions that bring in new customers and increase order frequency and order values.’
—Victoria Pierce, Director of Marketing, Frank Pepe Pizzeria Napoletana
Attracting new audiences with targeted promotions
Targeted promotions on Uber Eats have helped Frank Pepe grow its customer base. “We use Uber Eats to get the attention of new customers who might not be as familiar with our brand and to reach younger customers who prefer ordering through food delivery apps,” says Pierce. This approach works especially well in uni towns like New Haven and Boston.
“Uber Eats marketing tools are efficient,” says Pierce, “since you only pay for ads and offers when someone places an order online.” This means Frank Pepe can promote itself cost-effectively through Uber Eats, with ads and offers tailored to its needs. This targeted approach led to a 6-7x return on marketing spend, meaning the pizzeria earns $6-7 for every dollar spent on marketing.
“With Uber Eats, we’re smashing it,” says Pierce. “We’re sticking to budget, bringing in new customers, and making sure Frank Pepe’s stays a top pick on the platform.” As an exclusive partner, Uber Eats gives Pierce and her team ongoing support with designing and running marketing campaigns, a benefit Pierce calls “essential to our ongoing relationship and success.”
Setting the table for continued growth
Together, Uber Eats and Uber Direct handle 73% of all Frank Pepe’s delivery orders, helping the pizzeria reach new customers while staying connected with loyal fans. Building on that success, the Frank Pepe’s team is keen to explore catering with Uber—another way to share its signature pizzas.
Wondering how teaming up with Uber could drive your business growth? Find out more about how Uber Direct can help you reach customers through your own channels, and see how Uber Eats can boost brand visibility, bring in more orders, and turn casual diners into loyal fans.
What’s next?
Uber Eats and Uber Direct are facilitating the delivery of 73% of all Frank Pepe’s delivery orders. With so much success in the partnership, what’s next after enticing new customers and helping to better serve the most loyal followers? Frank Pepe’s team is excited to test out catering with Uber. Surely, the results will be delicious.
Learn more about Uber Direct here.
See how Uber Eats Ads & Offers increase storefront visibility give customers a compelling reason to choose your restaurant over others with enticing promotions.
¹Annual return occurred in 2023
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