Over a century ago, Frank Pepe arrived in New Haven, Connecticut, from Italy with a dream of sharing his Neapolitan pizza traditions with America. Founded in 1925, Frank Pepe Pizzeria Napoletana helped pioneer what would become known as New Haven-style pizza. Today, the pizzeria is renowned for its mouthwatering pies and commitment to quality—a testament to Frank’s dream come true. It remains an iconic institution in New Haven and across the East Coast.

Frank Pepe’s secret sauce has always been a combination of quality ingredients, classic recipes, a unique coal-fired baking process, great service, and a deep commitment to local community. We spoke with Victoria Pierce, Director of Marketing, to explore how Uber Eats and Uber Direct help this legendary pizzeria continue to thrive.

Targeted promotions on Uber Eats have helped Frank Pepe expand 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 strategy is particularly effective in college 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 market itself cost-effectively through Uber Eats, with ads and offers tailored to its needs. This targeted approach resulted in a 6-7x return on marketing spend, meaning the pizzeria earns $6-7 for each dollar spent on marketing.

“With Uber Eats, we’re knocking it out of the park,” says Pierce. “We’re staying on budget, attracting new customers, and making sure that Frank Pepe’s remains a popular choice on the platform.” As an exclusive partner, Uber Eats provides Pierce and her team with continual support in the design and execution of marketing campaigns, a benefit Pierce describes as “essential to our ongoing relationship and success.”

Setting the table for continued growth

Together, Uber Eats and Uber Direct facilitate 73% of all Frank Pepe’s delivery orders, helping the pizzeria reach new customers while staying close to loyal fans. Building on that success, the Frank Pepe’s team is excited to explore catering with Uber—another way to share its signature pies.

Curious how partnering with Uber could fuel business growth? Learn more about how Uber Direct can help you reach customers through your own channels, and see how Uber Eats can boost brand visibility, drive more orders, and turn casual diners into loyal fans.