About
Built by operators, for operators.
Pizza Loop is a Welcome Lane product. Welcome Lane is a marketing + software studio building the tools we wish our clients had. We chose pizza first because it's the hardest restaurant vertical — and if we could solve it, everything else would follow.
How we got here
Welcome Lane started as a marketing agency for growing operators. Independent gyms, med spas, coaches, and eventually a pizza shop client asking for something more than "run our ads for us".
What that pizza shop needed wasn't marketing. It was one system that connected the marketing to the operations. Their Meta ad performance was disconnected from their POS. Their loyalty program was disconnected from their kitchen display. Their online ordering was owned by DoorDash. Their inventory was in a spreadsheet.
Every vendor sold them one piece. Nobody sold them the whole loop.
So we built it.
Why pizza first
Pizza is the operational nightmare of the restaurant world. Half-and-half pies. Size-by-topping matrix. Delivery zones with per-zone economics. Ingredient-level inventory. Rush-time queue management. Multi-channel ordering (POS, phone, online, marketplace). Franchise scale.
If we could build software that handles all of that and ties it to the marketing engine, everything else — chiro, spa, dental, barber — is a subset. Loop OS is the platform. Pizza Loop is the first tenant.
How we build
We ship. We don't sell vaporware. Every feature on this site is a feature we're using in production or actively shipping this quarter. When something's still coming, we label it as coming. When something's not going to exist for a while, we say so.
We're a small team, which means every customer talks to the people building the software. When you send us feedback, it lands on someone's screen the same day.
Who we serve
Pizza Loop is built for the operator who wants to run their business, not their software stack. Single shops, growing chains, and emerging franchisors. If you're a corporate ops manager at a 200-location chain with a custom BI team and enterprise Toast contract, we're probably not the right fit today. If you're anyone else, we probably are.
The team
Small. Distributed. Operator-obsessed. Every one of us has run a shop, managed a team, or built a product from scratch.
The best way to meet us is to book a call. We'll walk you through the product, hear about your shop, and tell you honestly whether we're the right fit.
Ready to run one system?
Book a 20-minute call. We'll walk your shop through it and give you a launch plan the same day.