What the Pitta Case Study

What The Pitta isn’t your average kebab shop. Since launching in 2016, the plant-based brand has built a cult following for its vegan döner and bold, street-style energy. But behind the scenes, like many in hospitality, they’ve felt the squeeze from rising costs and heavy marketplace commissions. With delivery now making up over half their business, founder Cem Yildiz knew they needed to evolve.

That meant one thing: getting serious about direct orders.

The Challenge

In the early days, delivery made up just 30% of What The Pitta’s trade. Post-COVID? It’s over 50%. “We’re giving half of that business to these marketplaces,” says Cem. “Slerp is a key place we can claw back some of our margin now.”

Like many operators, Cem faced:

• High marketplace commissions eating into already tight margins.

• Lack of customer data, making it hard to build loyalty or understand buying behaviour.
• Little control over the delivery experience—and no way to speak directly to their own customers.

Why they chose Slerp

What the Pitta knew reclaiming the customer journey was essential. They wanted to own that conversation with their customers. That’s the only way they can make delivery sustainable.

Slerp stood out for:

• Full control over branding and customer experience

• Access to customer data for smarter marketing

• Better margins without the heavy marketplace cuts

The transformation

What The Pitta is still in the early phases of their direct ordering push, but they’re already seeing results:

• Removed marketplace links from their website, driving more traffic to their own channels
  

• Started capturing direct orders, with plans to ramp up fast
  
• Building a clear strategy using targeted Facebook ads, loyalty incentives

Order What the Pitta now!

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