Based Pizza
I founded Based, then designed and built the store that makes pizza night a weekly habit, with no outside investment.
A pizza base our market hadn’t seen, built without investors.
Based is a bread startup with one mission: take the preservatives out of bread and skip the fridge and freezer. The product didn’t exist in our market yet, and we built the company without outside investment.
A standard checkout sells you one box. I wanted Based in your kitchen every week, so the store had to give you reasons to come back between orders.
What most brands ship
- A Shopify template that treats each buyer as a one-off sale
- “Subscribe & save” behind a discount code and a confusing portal
- A static recipe blog
- No reason to visit between orders
- No feedback, so you guess what to make next
What Based does
- A club with a live savings calculator and no codes
- A subscription customers skip, pause and resize themselves
- The Table, a recipe library people open mid-week
- The Lab, where members vote past drops back
- Sponsored pizza nights hosted by customers
- A wholesale page that books the call itself
Follow one customer from their first order to hosting a night of their own.
They join the club and watch the price drop before they pay.
Most “subscribe & save” offers hide the saving behind a discount code. On Based, the price per base drops as you pick a bigger box or more frequent deliveries, and you watch it change as you choose. Based applies the discount at checkout.
Signup runs in short steps, with Most popular and Recommended tags to help a first-timer choose. The confirmation shows the next delivery date and what you’ll pay. This is the real configurator, so pick a size and frequency:
After checkout, they save their details with a code instead of a password.
A one-off buyer turns into an account by typing a six-digit code. Below is the real component from Based’s codebase. Switch the channel, type any six digits and save.
Back for a second box, they reorder in one click.
They sign in with a six-digit code sent to their email, so they have no password to forget. Their dashboard shows past orders and saved details, plus a referral code that takes $10 off for both of you. They pick a pack size, hit Reorder and land in checkout.
Their week changes, so they change the subscription.
From the same dashboard they skip a drop for up to three months, change how often the box comes, remix the pack sizes with the member discount repriced live, or pause the whole thing for a holiday. No email to us, which gives them one less reason to cancel.
These are the real dashboard controls, running on demo state. Skip a drop, change the frequency, edit the contents:
On Tuesday night they don’t know what to cook, so they open The Table.
The Table is Based’s recipe library. Filter by style or search, open a recipe and change the serving count, and the ingredients scale to match. Each recipe comes with a wine and Spotify pairing, and you can share the shopping list. On a Friday, it’s where you look for topping ideas before your friends arrive.
The real Table is below. Filter, search, then open any recipe to load the full page underneath:
Then they host a pizza night, and Based sponsors it.
Customers can pitch a pizza night for their friends or family, and we back the nights we pick with a stipend and a box of sourdough bases. The application runs in four short steps: about you, a few dates that could work, the occasion and a rough headcount, then what you plan to post. If the last box stumps you, starter chips like “Reels + a next-day post” fill it in.
You don’t need a following to apply. We reshare the photos on Based’s own channels.
A café owner books a wholesale call from the page.
The wholesale page ends in a calendar for cafés, pubs and caterers. You pick a day and a twenty-minute slot with Luke or Toby from our team, add your business type and the product you’re interested in, and confirm. We cover samples, pricing and setup on the call.
A company I run, on a store I designed and built.
Customers reorder in one click. Some go on to host pizza nights, and cafés book their own wholesale calls. In supermarkets and at trade shows, we sell Based face to face. The goal from here is a full range, and preservative-free bread as an everyday staple.
Want something like this built? →