In a market saturated with meat-heavy pizza chains, Purezza didn't just pivot to vegan—they built a £16M empire on the promise that the best pizza doesn't need cheese. While competitors chase broad audiences, Purezza's laser focus on plant-based perfection has created a cult following that outperforms mainstream chains in customer loyalty.

"Purezza proves that niche dominance beats broad mediocrity every time."

Their tech stack tells a story of pragmatic modernization. Using jQuery alongside Tailwind CSS and Bootstrap shows a team that values stability over bleeding-edge frameworks. The presence of PWA (Progressive Web App) technology suggests they're investing in mobile experience—critical for a restaurant business where orders happen on phones. However, the absence of structured data markup is a missed SEO opportunity that could be costing them rich search results.

• Strong brand equity: 'purezza' searches outperform location-based keywords
• Impressive organic reach: 57% of traffic comes without paid acquisition
• Geographic concentration risk: 80%+ traffic from undefined (likely UK)
• Tech stack is functional but not innovative—could be a competitive disadvantage