The BOX: Food-Delivery Platform & Full-Funnel Marketing
The BOX, a food delivery service in Chișinău, has worked with New Light Digital since 2021. Revenue grew 170% year over year and website traffic 113%. In 2026 we rebuilt its online ordering as a custom Laravel platform in Romanian, Russian, and English, wired into the kitchen, the payments, and the CRM, and we run its online marketing.
- Web & App Development
- E-commerce
- Design & Conversion
- SEO
- Google & Meta Ads
- Content & Social
- Conversion Optimization
- Marketing Automation
- CRM Implementation
- Reputation & Local SEO
A custom food-ordering platform.
In 2026 we rebuilt The BOX’s online ordering from scratch as a custom Laravel platform, in Romanian, Russian, and English, wired into Syrve (iiko), the restaurant’s own system: the menu, prices, and toppings sync every 15 minutes, and every web order goes straight to the kitchen. It replaced the WordPress shop we built for them in 2021, with every customer account and past order carried over.
Built mobile-first, where the orders come from.
Most food orders are placed on a phone, so every page was laid out for one first: the menu as big category tiles, the cart total and its order button pinned to the bottom of the screen, and a checkout that fills in a signed-in customer’s saved addresses. On Google’s PageSpeed test for phones, its pages score 89 to 96 for speed.
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The pizza menu: every pizza with its photo, ingredients, and price, with the new, spicy, and vegetarian ones marked.
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A combo: extra toppings chosen separately for each pizza in the box.
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The cart: the 4+1 offer makes the fifth pizza free by itself, and delivery turns free once the order is big enough.
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Signing in: Google, a code by SMS or email, a password, or Face ID and fingerprint.
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The same site in dark mode, following the phone’s setting or the visitor’s own choice.
Toppings for every pizza
Extra toppings sorted into meat, cheeses, and vegetables, and in a combo chosen separately for each pizza, so the kitchen ticket names the pizza each one goes on.
Now or later
Customers order for as soon as possible or book a time up to 30 days ahead, and the kitchen gets a booked order in time to have it ready.
Four ways to pay
Cash or card to the courier, an instant MIA payment from a banking app, or a card online through Moldindconbank.
An account for every customer
Every phone number that has ordered, online or by phone, has an account with its order history and saved addresses. Customers sign in with Google, a code by SMS or email, a password, or Face ID.
Every order, followed
The order page shows each step the kitchen reports, from confirmed to on the way, and customers can get the same news on Telegram, with a button to order the same again.
A panel for the restaurant
Operators work from their own panel: a live order board, every client by phone number, dish photos and texts, offers, and settings, with roles deciding who sees what.
Tech stack
- Laravel
- PHP 8.5
- FrankenPHP
- MariaDB
- REST API
- Passkeys (WebAuthn)
- RO / RU / EN
- Cloudflare
- Google Consent Mode v2
- Light / dark mode
Designed to get the order placed.
The 2026 redesign puts the menu first: the 4+1 offer and the opening hours on the first screen, one tile per category, the combos on dark cards, and the latest Instagram posts at the foot of the page. From there, three short steps lead to a placed order.
Key UX decisions
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01
Appetite first
Big, mouth-watering product photography drives the menu.
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02
Three steps to checkout
Cart, contact & pay, tracking: a short, guided order flow.
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03
Built for repeat orders
Accounts tied to the phone number, saved addresses, and any past order repeated in one tap.
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04
Bigger orders
Topping pickers, combos, a “complete your order” row in the cart, and a header bar that counts down to free delivery.
A store wired into the whole operation.
Food delivery only works if the website, the kitchen, the payments, and the follow-up all talk to each other. We integrated every piece into one ordering flow.
Kitchen / POS integration
Every web order goes into Syrve (iiko), the restaurant’s system, with its toppings, address, and payment, and the kitchen’s progress comes back to the customer’s order page within two minutes. Orders taken by phone flow back the other way, into the customer’s account.
Online payments
Card payments through Moldindconbank and instant MIA payments from the customer’s banking app, beside cash or card to the courier.
CRM & automation
Every order lands in Kommo CRM on the customer’s contact, and a customer who gets stuck at checkout is flagged within minutes as a call-back task for the operators.
Sales that reach the ad platforms
Orders are reported to Google Ads, Meta, and Google Analytics from the server as well as the browser, each only with the visitor’s consent, so an ad blocker no longer hides a sale.
Codes by text message
Sign-in codes go out by SMS through sms.md to any Moldovan mobile number, and a code sent to a new number creates its account on the spot.
An order email that checks itself
Operators get every order by email with a green, yellow, or red mark for whether Syrve took it, and the total is checked against the sum Syrve recorded.
Integrations
- Syrve (iiko)
- Moldindconbank (MICB)
- MIA instant payments
- Kommo CRM
- sms.md
- Google sign-in
- Telegram
- Google Ads API
- Meta Conversions API
- Google Analytics 4
Top of Google for food delivery.
An SEO program targeting how people search for pizza and food delivery in Chișinău, growing organic into a steady, high-intent source of orders.
Paid ads that drove real orders.
Four years of Google Ads management, from 2021 to 2024, on high-intent food-delivery searches, feeding ready-to-order traffic straight into the menu and tracking every click through to a placed order.
- Google Ads
- Search
- Meta Ads
Tuned to convert, year after year.
Five years of disciplined A/B testing on the flows that matter most: the menu, the product and topping pickers, and the three-step checkout. Each small win compounded into a 35% lift in conversion rate.
Tested on:
- Menu & product pages
- Topping & combo pickers
- Cart & checkout
- Account sign-up
A full Kommo lifecycle engine.
Full lifecycle automation built on Kommo: every order and lead is captured, nurtured, and re-engaged, with a long-running email-marketing program turning first-time buyers into regulars. No order or renewal slips through the cracks.
- 01 New lead / order
- 02 Welcome series
- 03 Order follow-up
- 04 Re-engagement
- 05 Repeat order
Running automations
- Orders & leads captured into one Kommo pipeline
- Welcome series for new customers
- Ongoing email campaigns to the customer base
- Abandoned-cart & re-engagement follow-up
- Offers & new-menu campaigns to past customers
Tools
- Kommo
- Email marketing
- Syrve (iiko)
- Telegram
The name people find when they’re hungry.
Reputation and local SEO management: a strong Google Business Profile, an active Facebook presence with hundreds of verified recommendations, and top-of-the-map presence for the food searches that matter in Chișinău.
The BOX
Pizza & food delivery · Chișinău
The BOX
Pizza & food delivery · Chișinău
based on 625 reviews
Top of the local pack for
- pizza chișinău
- livrare pizza chișinău
- comandă pizza chișinău
- pizza la domiciliu chișinău
- livrare mâncare chișinău
- sushi chișinău
- пицца кишинев
- доставка пиццы кишинев
- заказать пиццу кишинев
- доставка еды кишинев
A custom ordering platform, marketed end to end.
+170% revenue, year over year
+113% traffic · 46K+ monthly visits · an ongoing full-funnel partnership since 2021
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Verified on ClutchI love that we never feel lost while working with New Light Digital. They took the time to understand our business and offered tailored solutions rather than a one-size-fits-all package.
★★★★★ Andrei Petrea