Blaze Pizza

Fulfilling the fast-fire’d promise, Blaze is on a mission to heat up the US’s $40+ billion pizza industry.

Blaze Pizza saw their online experience as fragmented; the ordering experience was disconnected from the rest of their website and they had a vision for more fluid interactions for their customers. The goal was to match what Blaze promises when you arrive: exceptional quality at lightning-fast speed.

The Strategy

Blaze Pizza came to us with essentially a templated website platform that left little room to customize. The workflow to place an order was also housed on a unique subdomain, which took the user away from learning more about the brand and went against SEO best practices.

These were the biggest barriers to our goals — so we built a redesigned UX/UI over top of the existing technology, which allowed us to always keep the customer within one click of the ordering functionality. Blaze’s loyalty program gained much more prominence on the new site, too.

Hathway paired these upgrades with advanced tracking, so Blaze Pizza can now easily see the performance of all their eCommerce — down to each product — and use what they learn to make better marketing decisions.

The Results

Today’s Blaze Pizza website is much more purposeful about giving customers a clear path to placing an order as fast as possible. SEO strategy work takes it one step further, giving new customers more entry points to the website while still prominently featuring the ordering experience.

Increase in AOV
Web Conversion Rate

Comparing 2019 data with the first half of 2020, Blaze Pizza has seen more than a 20% uptick in AOV while the web conversion rate has more than doubled in the same time period, as well, from 8% to 17%. That’s a pretty strong case for the power of meeting customers with both a strong message and a clear next step.

Nothing is set in stone, either: The platform leaves plenty of room for Blaze Pizza to freely make updates as their fast-fire’d business continues to evolve.


  • Customer experience strategy
  • Product strategy and planning
  • SEO strategy
  • NomNom Experience Platform integration
  • Olo order-ahead integration
  • Punchh loyalty program integration
  • UX/UI strategy and design
  • Responsive web and mobile development


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