For businesses · 6 min read · Updated October 2026

Pizza & Takeout Advertising: Owning Your Delivery Radius

Your customers live inside your delivery radius — so should your ads. How pizza and takeout shops use Lunar cars to stay visible in the exact neighbourhoods they serve.

A pizza or takeout shop has the most sharply defined customer geography in local business: if you deliver in 30 minutes, your entire market is a circle a few kilometres across, and every ad dollar that lands outside that circle is spent on people who will never order. That's exactly the problem most advertising can't solve — social platforms sell you a metro area, a billboard sells you one road — and it's the problem Lunar's zone matching was built for. Your branded circle stickers go on everyday drivers' cars matched to the neighbourhoods you pick, so your name circulates through the streets you actually deliver to: school runs, grocery trips, the Friday crawl past your own competitors. Here's how to think about the delivery-radius ad problem, and how a campaign on Lunar fits it.

The geometry problem with most pizza advertising

• Platform ads target by interest and rough location — 'people near you' routinely means a whole city. For a shop whose real market is a delivery circle, most of that reach is waste by definition.
• A billboard or transit ad is fixed geography: one location, one direction of traffic, priced for the whole market that passes it — not for your slice of it.
• Flyers hit the radius but land once, usually straight into recycling, on a day the household wasn't hungry.
• What a takeout shop actually needs is repetition inside a small area: the same name seen again and again by the same few thousand households, so that on the night nobody wants to cook, yours is the name that surfaces.

Why cars fit a delivery radius unusually well

The cars in your neighbourhood already trace your market's real shape. Lunar drivers set their home zone — a location and radius — and campaigns are matched on those zones, so a shop in East Vancouver or midtown Tulsa gets drivers whose everyday driving actually happens where its customers live. That driving is repetitive in exactly the right way: the same streets, the same intersections, the same parking lots, week after week. It's the out-of-home advertising model — reach, bought on estimated impressions, the same way billboards and bus wraps are sold — except the 'billboard' moves along your delivery routes and parks in your customers' blocks overnight. And unlike the wrap networks built for national brands, the whole thing is sized and priced for a local shop.

What a campaign looks like for a takeout shop

• Pick a plan by how much of your radius you want covered: Half Moon at $500/month puts your sticker on 2 cars; Full Moon at $1,500/month covers 7 cars — $214.29 a car against $250, about 14% cheaper per car. Details on pricing.
• Campaigns run in 3-month phases, billed monthly, never pre-charged. A 6-month term takes 10% off every month.
• From signup to cars on the road is about four weeks: matching, printing, shipping, then photo-verified installs — you're not billed against promises, and the sticker is a printed door circle, not a wrap.
• Your dashboard shows active cars, approved mileage, and estimated impressions as the campaign runs.

Reading the numbers honestly

Lunar reports estimated impressions: approved miles times an impressions-per-mile figure, scaled down honestly for a door circle's visibility (a circle is not a full wrap and we don't pretend otherwise), weighted by zone density. That's an estimate of reach — the same currency billboards trade in — not a click report. For a takeout shop there's a clean way to layer attribution on top: put an offer code or QR on the sticker ('DOOR10 for 10% off pickup'), and the orders that quote it are directly traceable. Reach does the slow work of making your name the familiar one; the code tells you when it's landing.

Making the sticker work for a food brand

• Lead with the name and one appetite cue — the shop name big, 'Wood-fired pizza' or 'Late-night wings' under it. A circle on a car door is read in seconds, in traffic.
• If you're known for delivery, say the promise, not the phone number: 'Delivered hot in 30' outlives any number plate distance.
• One shop, one message: resist cramming the menu on. The sticker's job is recall, and recall likes one idea.
• Think in seasons: a 3-month phase maps neatly onto a season of demand — patio summer, back-to-school, playoff winter — and you get reminders 30, 14 and 3 days before the term ends if you'd rather not renew.

The neighbourhood layer

There's one more fit worth naming: the drivers carrying your sticker are your customers' neighbours — and some may be your customers themselves, since drivers can name local businesses they'd like to carry and Lunar looks at those first when they're on Lunar. Local ad spend staying in the neighbourhood is the whole point of Lunar, and it goes one step further: Lunar gives 3% of what it keeps from your payment to a local nonprofit, out of its own share — nothing is added to your invoice. For a business whose brand is 'the neighbourhood pizza place', advertising that visibly belongs to the neighbourhood is on-message in a way a platform ad can never be.

The bottom line

Your market is a circle on a map; your advertising should live inside it. A Lunar campaign puts your name on cars that drive that circle daily, priced from $500 a month, verified with photos, reported as honest estimated impressions, with a code or QR of your own as your attribution layer. If your delivery radius is where your business lives, start there — how it works walks the whole four-week launch.