The Pizza Post
A full-stack CRM built from scratch for a food truck catering company — covering everything from lead capture to invoicing, staff scheduling, and real-time WhatsApp messaging.
The Pizza Post run a fleet of catering vans for weddings, corporate events, film sets, and private parties across the UK. As the business grew, managing the full event lifecycle — from the first enquiry through to post-event reporting — had become a patchwork of spreadsheets, emails, calendars and disconnected tools.
They needed a single system that their sales team, operations managers, and drivers could all work from. We built it from scratch and migrated the existing data from Microsoft Access.
What We Built
A bespoke CRM covering the entire business operation — from lead to invoice, and everything in between. The system is used daily by the full team across multiple roles, with granular permissions controlling exactly what each person can see and do.
Sales & Lead Management
The sales pipeline tracks every enquiry from initial contact through to a booked event. Leads are classified as hot or warm based on engagement, with callback dates, consultant assignment, and a full communication history on every customer record. Job types include weddings, corporate bookings, office lunches, film sets, open events, and more — each with their own templated communications and workflows.
Scheduling & Fleet Management
A calendar-based scheduling system manages van and staff assignments across multiple regions. Operations managers can view availability by van, driver, or date; assign resources to events; and manage rotas with locking to prevent accidental changes. The system tracks vehicle insurance, MOT dates, and maintenance records alongside the operational schedule.
Invoicing & Quoting
Quotes are generated from templates and converted to PDFs via the CloudConvert API. Once confirmed, invoices are produced automatically with custom reference numbering, VAT handling, deposit tracking, and payment recording. Premium date pricing (bank holidays, peak weekends) is applied automatically based on booking date.
Customer Communication
All customer contact — email, SMS, and WhatsApp — is managed from within the CRM. Email inboxes are integrated directly, so replies are threaded against the correct customer record. SMS is sent via the ClickSend API. WhatsApp is handled through WATI, including bulk messaging with personalised content (e.g. the customer's name merged into the message). Messages can be flagged as unread to keep inboxes manageable.
Post-Event Reporting
After each event, staff complete a structured report covering timings, quantities served, issues, and takings. Damage reports with photo attachments are filed against the relevant van. All of this feeds into a reporting dashboard that gives management a clear view of operational performance over time.
Menu Management
Each event has its own menu configuration — pizza, burgers, sides, drinks — with quantities tracked per item. Custom menu items can be added for clients with specific requirements. Ingredient tracking underpins the menu system, with each item linked to its components.
The Result
A system the whole team uses every day, replacing a collection of spreadsheets and manual processes with a single source of truth. The sales team can manage their pipeline and communicate with customers without switching tools. Operations have full visibility of the schedule and fleet. Management has the reporting data they need without chasing it.
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