UPRYT/Growth Proposal/September 2026

One brand.
Every door.

Where the Mazala brand is today, what's getting in the way, and exactly how we'd help you get from 5 locations to 15, without rebuilding the marketing from scratch at every new unit.

See the audit See the investment

Prepared forMazala Pizza/Chicago & San Jose

Six slices. One pie. The same system, served at every door.

4.4

~1,800 Google reviews, River North

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

724

referring domains (Ahrefs)

5 → 15

locations, today to next year

01Why 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, and nobody else owns it. Your River North reviews prove it works, Google already sends you people searching for “indian pizza,” and the frozen line made it into Costco.

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

02Audit scorecard

What's working. What's broken.

Eight findings, each graded so you can see the priority at a glance. Red is losing you orders today. Orange is half-finished. Green is an asset worth protecting.

Broken4

Actively costing orders or trust. Fix first.

Partial2

Half-built. The pieces exist but nothing connects.

Working2

A real asset. Protect it and build on it.

Broken01

Brand identity is split in two.

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

The evidence

Page titles on location and franchise pages still read "Masala Pizza."
Homepage franchise block: "Own a piece of Masala Pizza." Lincoln Park is still "MOTI- LINCOLN PARK" on Yelp.
App Store developer of record: "Masala Pizza Corporation."
Facebook URL is /Masalapizzacompany. Three separate Instagram handles.
Legacy sites still live: masalapizzacompany.com (still lists closed stores like Bolingbrook as open) and motichicago.com (still indexed, still lists Glenview).
Aggregators still show River North as "Moti - River North."

Broken02

The website is leaking on the basics.

Location and franchise page titles still read "Masala Pizza." Multiple H1s on the homepage, three different location URL patterns, no schema, no map, no reviews on location pages.

The evidence

Meta description reads "the rich flavors of authentic Indian flavors" and opens with "revolutionizing the culinary landscape."
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 (mazala.pizza) lists phone as 555-555-5555 and email as [email protected], both template placeholders, and never mentions Costco.
Homepage iOS App Store button is a dead link (points to a 404). The live app is a different ID.

Broken03

Listings and reviews are unmanaged.

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

The evidence

Yelp still shows closed "Masala Pizza - Naperville" (1220 W Ogden) and closed "Masala Pizza - Schaumburg" (Streamwood).
River North is 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: small, crowded seating and a few items called overpriced.

Partial04

Email, loyalty, and the app are three islands.

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

The evidence

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 full year.

Partial05

Social is active but unstructured.

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

The evidence

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.

It asks for net worth before it has earned the ask. No investment range, timeline, franchisee story, or FAQ, and it already ranks #4 for "indian pizza franchise."

The evidence

"Leading fusion pizza brand in the US" is claimed with no proof shown.
Proof exists and is unused: review counts, Costco, ABC7, supplier case study.
Ranks #12 for "indian food franchise": real demand landing on a bare form.

Working07

Category ownership and review quality.

Mazala is top 2 for "indian pizza chicago" and closing in nationally. A 4.4 at this scale is rare in QSR.

The evidence

"indian pizza" #5, "indian pizza chicago" #2, "masala pizza near me" #1, "butter chicken pizza near me" #8.
About 70% of River North Google reviews are 5 stars.

Working08

Press, links, and a Costco story.

724 referring domains is a real asset, and Toast as the ordering backbone means loyalty and email can be wired without a platform change.

The evidence

ABC7, NCTV17, Village of Schaumburg, Brown Girl Magazine, and a Baker’s Quality supplier case study.
Toast already runs ordering, so the plumbing for unified loyalty + email is already there.

02bWhat you already own

You already have the ingredients.

Everything on this page exists today, on your site, your packaging, and your menu. Nothing here is new. It is the raw material the next chapter of the brand gets built from.

Current logo

Pizza-slice icon

Mazala red.

The red

'Flavor in a Box' catering packaging

Mazala green paisley pattern — Paisley pattern

HalalVegetarianEco friendly

On-pack badges

Menu names people already order by

Tikka
Firecracker
Butter Masala
Samosa Smash
Chi City Chaat

These names carry the brand in reviews, on delivery apps, and in word of mouth. They are some of the strongest assets you have.

Real food photography

PIZZA/TACOS/BOWLS/WINGS/NAAN BITES/MORE SAUCE/MORE GOOD TIMES/

02cThe audit

Where the brand stands today.

The facts, pulled straight from your live properties and third-party tools. No spin, just the current state of every surface a customer or franchise prospect touches.

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 that routes to order.masalapizzacompany.com. Grubhub, Seamless, Postmates listed off-site.
Organic search: 50 ranking keywords, ~1,450 organic visits/mo, 28 keywords in top 3 (Ahrefs, Sep 2026)
Backlinks: 1,370 live backlinks from 724 referring domains
Reviews: River North 4.4 on ~1,800 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 split across @masala.pizza (linked from the site) and @mazalapizza
Tracking: Meta Pixel present. GA4 not confirmed from outside the site

02dWhere you are today

The brand is great. The homepage isn't showing it.

These are unedited screenshots of mazalapizza.com from September 2026. Each number marks something a customer or franchise prospect sees in their first visit.

Live mazalapizza.com homepage on a phone: Naan Stop Flavor lettering and a pizza fill the first screen, with Order Online at the bottom

Homepage on iPhone

Live homepage featured menu row with the item name PANNER TIKKA PIZZA and orange pill buttons

Live homepage catering section with a generic italic heading and orange pill buttons

Live homepage app section showing a phone mockup still branded MASALA

Live homepage franchise block reading Mazala Pizza is revolutionizing the culinary landscape

1
Order button buried on mobile
The phone hero looks great, but the header is just a menu icon and a logo. Order Online sits at the very bottom of the first screen, under the pizza. That is where most of your orders start.
2
"PANNER TIKKA PIZZA"
A typo on a best seller, in the featured menu row, in the biggest type on the page. It should read Paneer.
3
Orange pill buttons
Every primary button is an orange that is not in the Mazala palette, so the calls to action look like they belong to another brand.
4
The lettering stops at the hero
The hand-lettered "Naan Stop Flavor" mark never shows up again below the hero. "Catering to your every craving, every occasion" could be any brand's headline.
5
App still branded "MASALA"
The section launching the new Mazala app shows a phone with the old Masala name in the header.
6
Copy that could be anyone
"Revolutionizing the culinary landscape" and "authentic Indian flavors" could sit on any restaurant site. Nothing in it sounds like Mazala.

03Where we'd take it

Direction preview, built from your existing assets. Final system developed together after kickoff.

Same ingredients. Turned all the way up.

We keep the logo, the red, the paisley, and the menu. We build one system around them that any location or franchisee can pick up and use without calling us.

Make it Mazala.

The platform line. It works as a headline, a button, a hashtag, and a verb for what you do to every dish.

Brand platform

MAKE IT
MAZALA.

Pizza, tacos, bowls, wings, naan bites. Familiar formats, built on desi flavor.

Red + cream = Mazala. Everything else = flavor.

Red and cream do the heavy lifting on every surface. The other colors show up in small doses, like toppings.

Mazala Red#C62828

Naan Cream#FDF3E4

Chutney Green#3A7D44

Masala Orange#F57C2A

Sev Yellow#F4C430

Spice Pink#E91E73

Plum#6A1B4D

Two type systems. Loud and clean.

Your Neo Sans bold italic for anything that should be shouted. A plain, sturdy sans for everything people need to read.

Display · loud

GET
SAUCED.

Headlines, packaging, posts, signage. All caps, tight, big.

Functional · clean

Butter Masala Pizza

Menu names, descriptions and prices set in a plain sans so they read at a glance on any screen.

River North · Lincoln ParkOrder now

Menus, prices, locations, forms, email body copy.

An illustrated asset library.

Chilis, cilantro, onions, sev, momos, naan, sauce bottles, paneer, flames, paisleys. One line style, one color, ready to drop on anything.

Red line-art illustrations of chili, cilantro, onion, sev, momos, naan, sauce bottle, paneer, flame, and paisley

The checkerboard, remixed.

Pizza-shop checkers crossed with your paisley and the icon library. Instantly pizza, instantly Mazala.

Red and cream checkerboard pattern with pizza-slice, chili, and paisley icons

Sauce is the graphic.

Every sauce gets a color and a drizzle. When a sauce is on the food, its color is on the post, the box, and the menu.

Green chutney

#4E8B3A

Orange Moti

#F57C2A

Dark red tamarind

#6E1A1A

Cream garlic

#F3E4C4

The pizza icon, everywhere.

You already own one of the best marks in QSR. It becomes the signature on every touchpoint, big or tiny.

App icon
Order button
Map pin
Sticker
Cup sleeve

A shorter voice.

Two to four words. Said like a regular, not a press release.

Get sauced.
Naan stop flavor.
Pass the Moti.
Extra chutney. Always.

Direction moodboard of posters, packaging, stickers, and merch using the short voice lines

03bToday vs. with UPRYT

Your homepage, today vs. with UPRYT.

Same logo, same food, same red. On the left is the live site. On the right is everything we'd change when we rebuild it.

Todaymazalapizza.com, September 2026

Live Mazala homepage hero with Naan Stop Flavor lettering and orange Order Online button

Live Mazala homepage featured menu carousel

Live Mazala homepage franchise block with generic copy

With UPRYTWhat we'd change on the site

Fix what's broken today

Correct "Panner" to Paneer in the featured menu row
Put an Order button in the mobile header, not below the fold
Replace the dead iOS App Store button with the live app link
Change every "Masala Pizza" page title to Mazala
Swap the app section phone for the Mazala-branded app

Make it look and sound like Mazala

Buttons in Mazala Red and Naan Cream, not off-palette orange
Carry the hand-lettered Naan Stop Flavor style past the hero
Homepage copy rewritten in Mazala's voice, not "revolutionizing the culinary landscape"

Get found on Google

Homepage built to own "indian pizza" (4,300 searches/mo), which today ranks through the San Jose page
Restaurant and LocalBusiness schema on every location
One clean location URL pattern, plus 301 redirects from masalapizzacompany.com and motichicago.com
Location pages with address, hours, map, reviews, ordering, catering and neighborhood copy. A new unit takes 30 minutes.

Turn visits into orders and leads

Menu page with structured items
Catering and corporate page with a lead form
Franchise funnel: proof, investment range, timeline, FAQ and founder story before the form
Retail page for the frozen line with a where-to-buy locator
Mazala Club sign-up and loyalty explainer, plus a press page
GA4 and Meta events for orders, calls, directions, catering and franchise leads

Built on WordPress, owned by Mazala. Live within 2 weeks of kickoff, and we get most changes live the same day.

PIZZA/TACOS/BOWLS/WINGS/NAAN BITES/MORE SAUCE/MORE GOOD TIMES/

04The 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 haven't opened yet.

Layer 1: Brand

One system, run from HQ.

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, franchise nurture.
Loyalty (shared).
Unify points under Toast Loyalty. One account works in the app, on the web, and at the counter. Rename it the Mazala Club so email + loyalty are one list. In-store QR everywhere. Frozen-line cross-promo.
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.

Layer 2: Location

The same system at every unit.

Local search.
GBP ownership, categories, photos, products, weekly posts, Q&A. Listings cleanup + closed-listing suppression across Yelp, Apple, Bing, Grubhub. Location page with schema, map, reviews, neighborhood copy.
Reviews.
Requests through Toast receipts and email. Every review answered within 48 hours in brand voice. Monthly theme report to the operator.
Local social.
Location handle maintained from the brand calendar plus 2–3 local posts/month. Grand-opening playbook: teaser sequence, creator visits, local press pitch, first 30 days of content.
Print and in-store.
Monthly flyer, door hanger, table tent, or menu insert on request. QR loyalty signage.
New unit launch runbook.
Every new location gets a 90-day plan: listings live before opening day, page live 30 days before, review engine on from day one. This is how 5 becomes 15 without restarting each time.

The foundation: Website

A site where adding a location takes 30 minutes.

WordPress, owned by Mazala. Most changes go live the same day.
Homepage that owns "indian pizza" and tells the story in one scroll.
Location page template: address, hours, map, schema, reviews, ordering, catering, neighborhood copy. Adding a unit is a 30-minute job.
Menu page with structured items. Catering + corporate page with lead form.
Franchise funnel. Retail page for the frozen line with a where-to-buy locator.
Mazala Club sign-up + loyalty explainer. Press page.
Clean URLs, 301 map from all legacy domains, GA4 + Meta events for orders, calls, directions, catering, franchise leads.

Live within 2 weeks of kickoff

04bWhat the system produces

A taste of the content engine.

Eight frames, one system: three stories, a reel and four feed posts. Bold type, your real food cut into the layout, and one clear ask on every frame. All of it is built from photos and footage you already have.

Stories & reels

A slice of Tikka pizza — Instagram story · 9:16

Reel · 9:16 video

Reels

Sauce.
Toppings.
First bite.

4.1K212

mazalapizzaFollow

Sauce, toppings, first bite. Tikka pie, made to order.

Original audio · mazalapizza

Order now ›

Cut from your own store footage, with the headline brushed on. Runs organic or as a paid ad with the Order now bar.

Sauced Different poster: cream brush lettering on green with a red sauce bottle drizzling a loop — Instagram story · 9:16

A woman in yellow sunglasses biting a paneer tikka slice with a cheese pull — Instagram story · 9:16

Feed posts

Pav Bhaji pizza — Feed · Limited-time drop

Every frame above uses Mazala's own menu photography and store footage. No stock images.

0590-day roadmap

From cleanup to a repeatable system.

1Days 1–30

Fix the foundation

Identity cleanup across every surface
Listings audit + closed-listing suppression at all 5 units
Google Business Profile ownership
Email platform connected to Toast
Website live within 2 weeks
Social handle consolidation

2Days 31–60

Turn it on

Mazala Club relaunch: email + loyalty on one account
Brand content calendar running
Review engine live at all units
Franchise funnel live

3Days 61–90

Prove it

First monthly report
First win-back and catering sends
Grand-opening playbook applied to the next unit
Paid media live, if added

PIZZA/TACOS/BOWLS/WINGS/NAAN BITES/MORE SAUCE/MORE GOOD TIMES/

06Investment

Priced to scale with your doors.

One brand fee, one fee per open location and a one-time website build. It grows only when you do.

Monthly · Brand

Brand growth

$1,500/mo

For Mazala Pizza as a brand and mazalapizza.com.

+ Paid media management$500/mo

Optional. Ad spend is paid directly to the platforms.

Monthly · Per location

Location growth

$1,000/mo per location

For every open location. 5 today, added as new units open.

One time, due at kickoff

Website rebuild

$5,000

Live within 2 weeks of kickoff.

New locations are added at $1,000/mo 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; the monthly fee is billed monthly.

07Next steps

Ready when you are.

01Confirm scope and term.
02Kickoff call: access to Duda, Toast, Google Business Profiles, Meta, app stores, domains.
03New website live within 14 days.
04Mazala Club relaunch by day 60.

Let's get started.

[email protected]upryt.io

Prepared by UPRYT (upryt.io) for Mazala Pizza · September 2026 · Sources: mazalapizza.com, Ahrefs Site Explorer (Sep 21 2026), Google & Yelp review data via Wanderlog and Restaurantji, NCTV17, WhatNow Chicago, Village of Schaumburg, Baker's Quality case study, Apple App Store.

One brand.Every door.

Jay, you already did the hard part.

What's working. What's broken.

Brand identity is split in two.

The website is leaking on the basics.

Listings and reviews are unmanaged.

Email, loyalty, and the app are three islands.

Social is active but unstructured.

Franchise page is not built to convert.

Category ownership and review quality.

Press, links, and a Costco story.

You already have the ingredients.

Menu names people already order by

Real food photography

Where the brand stands today.

The brand is great. The homepage isn't showing it.

Order button buried on mobile

"PANNER TIKKA PIZZA"

Orange pill buttons

The lettering stops at the hero

App still branded "MASALA"

Copy that could be anyone

Same ingredients. Turned all the way up.

Make it Mazala.

Red + cream = Mazala. Everything else = flavor.

Two type systems. Loud and clean.

An illustrated asset library.

The checkerboard, remixed.

Sauce is the graphic.

The pizza icon, everywhere.

A shorter voice.

Your homepage, today vs. with UPRYT.

Fix what's broken today

Make it look and sound like Mazala

Get found on Google

Turn visits into orders and leads

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

One system, run from HQ.

The same system at every unit.

A site where adding a location takes 30 minutes.

A taste of the content engine.

Stories & reels

Feed posts

From cleanup to a repeatable system.

Fix the foundation

Turn it on

Prove it

Priced to scale with your doors.

Brand growth

Location growth

Website rebuild

Ready when you are.

One brand.
Every door.