What that looks like in Pasadena.
The morning regulars come off shifts at Huntington Hospital and out of labs at Caltech and JPL, and they are ordering the same thing at the same time every day. Pre-order on your own page with a saved usual and a browser loyalty card, and pastry boxes for the lab meeting ordered by the assistant who has your link, keep those accounts direct and off the app commission.
Old Pasadena on a weekend is foot traffic that has never heard of you. Visitors from the Rose Bowl flea market on the second Sunday, ArtNight crowds, and the week around the Rose Parade all search for coffee or dessert near where they parked. A page with walking directions from the city garages, current hours and the seasonal menu as text is how you get found by them.
Custom cakes in Pasadena go to weddings at the city’s historic venues, Caltech and JPL celebrations, Bungalow Heaven birthdays, and the holidays. A cake form that asks size, flavor, date and a reference photo, takes the deposit, and shows real photos of cakes you made, wins the order from the couple who has already compared three bakeries. Wholesale to Old Town restaurants gets its own page.