Overview
Doughdaze, based in Newcastle, is a halal New York-style pizzeria built around quality food, affordable pricing and a strong point of difference in the local market. Founded by Nomi, the business has positioned itself as the first halal New York pizzeria in Newcastle. For customers, that means big, satisfying New York-style pizza served at a price point that feels accessible, without compromising on quality.
For a fast-paced pizzeria like Doughdaze, the customer experience depends on more than the food itself. Orders need to be taken accurately, payments need to be secure, and the kitchen needs a clear process to move food from preparation to dispatch. When a business is serving a high number of customers in a short window, the technology behind the counter has to keep up. Foodhub helps Doughdaze manage this process through a POS system that supports walk-in orders, online orders, payment handling and kitchen communication. For Nomi, the biggest value is not just that the system works, but that it can be adjusted to fit the way the business operates.
The Problem
For Doughdaze, the challenge was about managing a busy food operation without adding unnecessary pressure to the team. As a high-volume pizzeria, Doughdaze can serve anywhere from 100 to 150 customers in just a couple of hours. In that kind of environment, even a small delay or mistake can create problems. Orders need to move quickly from the front of house to the right preparation screens, food needs to be made accurately, and once it is ready, it needs to move smoothly towards dispatch.
Without the right system, this process can become complicated. Staff may need to manually pass information around, customers may face payment issues, and mistakes can happen during busy periods. For a business operating at an affordable price point, those mistakes matter because they cost money and reduce efficiency. Doughdaze also needed a system that worked for its specific setup. Every food business runs slightly differently, so a one-size-fits-all approach would not be enough. Nomi needed a solution that could support the way Doughdaze takes orders, processes payments and manages kitchen flow, while still being simple enough for staff to use during busy service hours.
Outcomes
With Foodhub in place, Doughdaze has been able to run a smoother, faster and more reliable operation. The POS system supports the business through busy service periods without lagging, even when the team is dealing with high order volumes. For Nomi, that reliability is a major benefit because the business can serve a large number of customers in a short time without the system slowing down or creating extra stress.
As he said: “Anywhere from 100 to 150 customers in just a couple of hours and the system doesn't lag. It's always on point, quick, efficient, and it just works really well for us.”
Foodhub has also helped Doughdaze reduce mistakes across the order process. Because orders move clearly from the front of house to the relevant screens and then towards dispatch, the team can work with better accuracy and less confusion. For a business built around affordability, reducing mistakes is especially important. Each error can affect margins, waste time and create avoidable costs. With Foodhub, Doughdaze has a system that helps protect both the customer experience and the business operation.