I own a PizzaForno franchise at the University of Guelph. So when it came to building the website for PizzaCam — the 24/7 robot pizza kiosk that was already going viral on TikTok before it had a site — I wasn't guessing at what students want. I was building for an audience I know firsthand.
This isn't a typical restaurant website project. No menu to manage, no online ordering, no reservation system. The challenge was simpler and harder: make the website match the energy of something that had already passed a million views on social media without one.
🍕 Visit pizzacam.ca → 📸 Instagram @pizzafornoguelph → 🎵 TikTok @pizzafornoguelph →PizzaCam is a fully automated pizza vending machine. You order, it bakes your pizza in under 3 minutes, and you grab it fresh from the machine. It's open 24/7, located at 149 Reynolds Walk beside the Athletic Centre and the Gryphons hockey arena — exactly where students end up at midnight after a game.
The kiosk has a built-in camera — the Pizza Cam — where customers perform for a few seconds while their pizza cooks. That camera became the whole draw. TikTok videos of people dancing, doing impressions, and making each other laugh racked up hundreds of thousands of views. CTV News covered it. The Record wrote about it. The momentum was real.
What didn't exist yet was a website that did anything with that momentum. People were seeing PizzaCam on social, searching for it, and landing on nothing. That's a leak. We built the site to close it.
The site had to do three things: explain the concept fast to someone who'd never heard of it, surface the social proof that already existed, and make it dead easy to find the kiosk. Everything else was secondary.
Most food businesses just need to rank for their name and show up in the map pack. PizzaCam had a bigger opportunity — because it's genuinely novel, there are informational searches to capture: "robot pizza Guelph", "automated pizza kiosk", "24/7 pizza on campus". People who saw it on TikTok and wanted to know if it was real.
The page title, meta description, H1, and schema were all written to hit those phrases while sounding completely natural. The meta description alone includes TikTok, Instagram, "24/7 robot pizza", and "University of Guelph" — because those are the exact words someone types when they're trying to verify that what they saw on social media actually exists.
The lesson that applies to any business with social traction: organic momentum is wasted if your website can't catch it. When someone searches for you after seeing you on TikTok, they need somewhere to land that converts the curiosity into action. A digital brochure is not enough.
The site matches the brand: fast, fun, built for a phone. It shows up for the right searches, handles the "wait, is this real?" moment, and gives the social audience somewhere to land. The Pizza Cam section gets screenshots and shares on its own — which is exactly what it should do.
It's one of the more unusual builds I've done, and one of the more satisfying. When the product is genuinely interesting and the social proof is already there, the website's job is to get out of the way and let it work. That's what this one does.
Whether you've got social momentum to capture or a service that nobody's explained properly yet, the right website changes what happens next. Tell us about your business and we'll show you what's possible.
Get in touch →