GROWTH PROPOSAL · SEPTEMBER 2026

Mazala Pizza. One brand, every door.

Where the brand is today, what's getting in the way, and how we'd help you get from 5 locations to 15.

See the audit See the investment
4.4★

~1,966 Google reviews, River North

#5

national ranking for 'indian pizza' (4,300 searches/mo)

724

referring domains (Ahrefs)

5 → 15

locations, today to next year

01 / WHY WE'RE HERE

Jay, you already did the hard part.

Most restaurant brands spend years trying to figure out what makes them different. You figured it out during a pandemic.

Indian fusion pizza. Nobody else owns it. Your River North reviews prove it works, Google already sends you people searching for "indian pizza," and now the frozen line is sitting in Costco freezers.

The product side is working.

The marketing side hasn't caught up yet. And that matters a lot more at 15 locations than it does at 5.

Right now a customer can find you as Masala or Mazala. They can order three different ways. They can land on a Yelp page for a store that closed. They can tap "Download the app" and hit an error page.

None of that is a big deal on its own. Stack it across 15 doors and it adds up to a lot of lost orders.

So this isn't about reinventing the brand.. it's about building the system that carries it to every new location without starting over each time.

Ryan Butz, UPRYT

What we foundWhat we'd doWhat it costs

02 / THE AUDIT

Where the brand stands today.

Open locations
River North (70 W Huron St), Lincoln Park (2312 N Lincoln Ave), Naperville (535 Fairway Dr), Schaumburg (824 W Golf Rd), San Jose (82 E Santa Clara St)
Website platform
Duda
Ordering
Toast (first party), plus a separate order.mazalapizza.com app, plus legacy motichicago.com ordering. Grubhub, Seamless, Postmates listed off site.
Organic search
52 ranking keywords, ~1,500 organic visits/mo, 29 keywords in top 3 (Ahrefs, Sep 2026)
Backlinks
1,370 live backlinks from 724 referring domains
Reviews
River North 4.4 on ~1,966 Google reviews. Yelp: River North 379, Lincoln Park 159, San Jose 95, Naperville 16
Email
"Join the Mazala Club" form with a location selector. No visible welcome or nurture flow.
Loyalty
points live only inside the mobile app (v1.0.5, last updated Oct 2025, no ratings yet)
Social
Instagram split across @masala.pizza, @mazalapizza, @mazalapizza.ca. Facebook at /Masalapizzacompany. TikTok @masala.pizza
Tracking
GA4 and Meta Pixel present

03 / AUDIT SCORECARD

What's working. What's broken.

BROKEN01

Brand identity is split in two.

The Masala to Mazala rename never finished. Customers, franchise prospects, and Google get different answers to what the brand is called.

Details
  • Page titles on location and franchise pages still read "Masala Pizza"
  • Franchise page copy: "Own a piece of Masala Pizza"
  • App Store developer of record: "Masala Pizza Corporation"
  • Facebook URL /Masalapizzacompany. Three Instagram handles.
  • Legacy domains still live and indexable: masalapizzacompany.com, masalapizzail.com, motichicago.com
  • Aggregators still show River North as "Moti - River North"
BROKEN02

The website is leaking on the basics.

Empty homepage title tag, six H1s, three different location URL patterns, no schema, no map, no reviews on location pages.

Details
  • Homepage <title> is empty. Meta description repeats "authentic Indian flavors" twice.
  • URLs: /locations/river-north vs /naperville vs /san-jose-ca. A stray /mazalapizzanaperville.com page is ranking.
  • No Restaurant or LocalBusiness schema. No map embed. No reviews shown.
  • "Indian pizza" (4,300/mo) ranks #5 via the San Jose page, not the homepage.
  • Retail site lists phone as 555-555-5555 and does not mention Costco.
  • Homepage iOS App Store button is a dead link (points to id6599855314, a 404). The live app is id6749323058.
BROKEN03

Listings and reviews are unmanaged.

Closed stores still live on Yelp, wrong categories, address conflicts, no owner responses.

Details
  • Yelp shows closed "Masala Pizza - Naperville" (1220 W Ogden) and closed "Masala Pizza - Schaumburg" (Streamwood)
  • River North categorized as "Coffee & Tea." Naperville as "Chicken Wings."
  • Schaumburg appears as both 824 and 780 W Golf Rd across sources
  • Review themes: pizza is the hero (paneer tikka, butter chicken), chai and lassi get love. Complaints: slow service, small seating, non-pizza items like biryani.
PARTIAL04

Email, loyalty, and the app are three islands.

The Mazala Club form collects a location and nothing happens next. Loyalty lives only in the app. Toast already has a loyalty product that could unify all three.

Details
  • No welcome series, no location-segmented sends, no win-back
  • No web sign-up, no in-store QR, no email tie-in for loyalty
  • App has no ratings after a year
PARTIAL05

Social is active but unstructured.

Multiple handles dilute the base. Content is product shots. The stories that would travel are not being told in a repeatable way.

Details
  • Pandemic pivot, Moti origin, Costco launch, ABC7 feature, halal, franchisee openings: all underused
  • No location-level presence for franchisees to plug into. Every opening starts from zero.
BROKEN06

Franchise page is not built to convert.

Asks for net worth before it has earned the ask. No investment range, timeline, franchisee story, or FAQ. Already ranks #4 for "indian pizza franchise" and wastes that demand on a form.

Details
  • "Leading fusion pizza brand in the US" claimed with no proof shown
  • Proof exists: review counts, Costco, ABC7, supplier case study
  • Ranks #12 for "indian food franchise"
WORKING07

Category ownership and review quality.

Mazala is the answer to "indian pizza" in Chicago and closing in nationally. 4.4 at scale is rare in QSR.

Details
  • "indian pizza" #5, "indian pizza chicago" #2, "masala pizza near me" #1, "butter chicken pizza near me" #8
  • 71% of River North ratings are 5 stars
WORKING08

Press, links, and a Costco story.

724 referring domains is a real asset. ABC7, NCTV17, Village of Schaumburg, Brown Girl Magazine, and a Baker's Quality supplier case study. Toast as the ordering backbone means loyalty and email can be wired without a platform change.

04 / THE PLAN

Two layers. Build the machine once. Run it at every door.

The brand layer builds the system. The location layer runs it at every unit, including the ones that have not opened yet.

Brand

One brand, everywhere.

30-day identity cleanup: titles, handles, app listing, legacy domains (301s), Google. Brand kit for franchisees.

Social (shared).

One content system from HQ: 4 to 5 posts/week on Instagram, TikTok, Facebook. Monthly themes. Location handles fed from the brand calendar. Creator seeding at every grand opening.

Email (shared).

Rebuild the Mazala Club on a platform connected to Toast. Welcome series, location-segmented monthly send, 45-day win-back, birthday, catering sequence, franchise nurture.

Loyalty (shared).

Unify points under Toast Loyalty so one account works in the app, on the web, and at the counter. Rename it the Mazala Club so the email list and the loyalty base are one list. In-store QR at every location. Costco cross-promo: frozen buyers get a first-visit reward.

Franchise marketing.

Rebuild the franchise page as a funnel: proof, investment range, timeline, FAQ, founder story, then the form. Nurture behind it. Monthly inquiry reporting by source.

Reporting.

One monthly brand dashboard: traffic, list growth, loyalty members, social growth, franchise inquiries.

06 / INVESTMENT

Investment.

Brand growth engine$1,500/moSocial, email, loyalty, franchise marketing, reporting
Location growth package$1,000/mo per open location5 today, scales as units open
Website rebuild$5,000 one timeDue at kickoff, 6-week build
Paid media management (optional)$500/mo per active locationAd spend paid direct to platforms

LIVE CALCULATOR

What it costs as you grow

5locations
520

Monthly retainer

$6,500

Month 1 total

$11,500

Per location per month

$1,300

New locations are added at the per-location rate the month they open. Locations under construction get the launch runbook 60 days before opening at no extra charge.

12-month term, 90-day out. Website fee due at kickoff. Retainers billed monthly.

07 / WHY UPRYT

Embedded growth team, not an agency.

We are built for multi-location operators who are adding doors. We run the system at the brand level and at every location, so franchisees get a machine instead of a login.

01

Multi-location operators across restaurants, med spa, dental, senior living

02

Websites, local SEO, email, loyalty, paid media under one team

03

Monthly reporting the founder can read in five minutes

08 / NEXT STEPS

Ready when you are.

  1. 01Confirm scope and term.
  2. 02Kickoff call: access to Duda, Toast, Google Business Profiles, Meta, app stores, domains.
  3. 03Website homepage design in 14 days.
  4. 04Mazala Club relaunch by day 60.
Let's get started