The business
Pi~ Artisan Pizza serves thin-crust, wood-fired artisan pizza at farmers markets and popup events throughout St. Augustine, Florida, and caters weddings, private parties and events. It was founded by Peter Michael Busichio. The signature pie is a twelve-inch wood-fired thin crust with their own tomato sauce and fresh mozzarella.
The service area spans St. Augustine, St. Augustine Beach, Anastasia Island, Vilano Beach, Palm Coast and Jacksonville.
No address, two questions
Mobile food businesses get searched differently from restaurants. Nobody is looking up opening hours or booking a table. They are asking one of two things:
- Where can I find you this week?
- Will you come and cook at my wedding, party or event?
The second question is where the money is. Market trading builds the audience and the reputation; catering is the booking with real value attached. So Markets & Events and Catering both sit in the primary navigation rather than being buried under an About page.
Marking up a business with no street address
The structured data is the interesting technical problem here. Restaurant schema wants a postal address, and this business does not have a public one. The build marks it up as a Restaurant with locality and region but no street line, and leans on an explicit areaServed list naming all six places it operates in.
That is the honest modelling of a mobile vendor, and it is better than the two common mistakes: inventing a storefront address, or omitting location data altogether and becoming invisible to local search. The founder is named in the markup too, which matters more than it sounds for a business whose appeal is that a specific person is cooking.
How the site is organised
- Markets & Events — the schedule, which is the page regulars return to.
- Catering — the enquiry route, treated as a primary conversion.
- Menu — individual pies with their own pages, so specific dishes can be linked and shared.
- About — the founder and the method, which is the differentiator in a crowded pizza market.
- Plus contact, privacy, terms, an HTML sitemap and a thank-you page for form completions.
Static HTML, ten pages, no overhead
The whole site is ten static HTML pages. For a business of this size that is the right engineering: it loads instantly on a phone at a farmers market with poor signal, it costs nothing to host, and there is no CMS to maintain between seasons. The weekly-changing part — the event schedule — is the only thing that needs regular editing.
See it live
The finished site is at piartisanpizza.com. Everything described above is visible on the live build — go and use it.
More of our work is on the projects page.