Cult pizza chain drops prices to kick off national expansion and reset the market

In a gutsy move set to reshape Australia's fast-casual dining market, Il Locale Pizza is throwing down the dough-covered gauntlet. From August 2025, every pizza across every Il Locale Pizza store in Western Australia will be priced at $22, full stop. No upsells, no gimmicks, no exclusions.
 

Dubbed 'The Pizza Club', this radical flat-rate pricing model marks a major turning point for the independent pizza chain and sends a clear message to Australia's dining public: premium pizza doesn't need to come with a premium price tag.
 

From Scarborough to Subiaco, Stirling to Busselton, Il Locale Pizza's entire artisan pizza menu, whether topped with truffle oil, slow-cooked meats or classic Margherita, is now available at one unbeatable price. The best part? You don't need a subscription or a loyalty card to join the club. If you're eating Il Locale Pizza, you're already in the club.
 

"This is about trust, value and making great pizza accessible again," Il Locale Pizza, founder and CEO, Mat Bourget said.
 

"Australians are sick of $32 pizzas. They know they're being overcharged. So we're taking a stand and saying: no more price creep, no more menu anxiety. Just amazing pizza at a fair, flat rate.
 

"The price is $22 when you order directly through Il Locale Pizza for pick up or eat in. If you order through a food delivery app, you will pay the rates they charge, which is why we encourage everyone to order with us direct. That way you will get our standard $22 price for pizza, no matter what you order."
 

A bold recalibration of the pizza economy
 

Il Locale Pizza's move comes at a time when cost-of-living pressure is pushing diners to rethink where and how they spend. With menu prices spiralling out of control across the hospitality sector, Il Locale Pizza is betting on consistency, transparency and value to not only disrupt the market, but to reignite customer loyalty.
 

"We're not playing the discount game and we're not running flash sales or dropping quality to cut corners," Bourget said.
 

"We're building long-term trust with our community. We're giving our rusted-on fans a reason to stay and newcomers a reason to join."

In an era where hospitality brands are being squeezed on all sides, rising input costs, declining foot traffic, fickle trends, Il Locale Pizza's strategy is refreshingly simple: focus on product integrity, customer trust and pricing that doesn't insult people's intelligence.'
 

More than a price point, it's a cultural reset
 

Il Locale Pizza's $22 pricing isn't just about affordability; it's a philosophical pivot. A quiet protest against inflated margins, tired loyalty schemes and bloated menu hierarchies that confuse more than they convert.
 

By stripping the pricing structure down to one clear number, Il Locale Pizza is doing something most brands wouldn't dare: treating every customer the same and every pizza as equally worthy.
 

"There's no bait-and-switch, no premium pizza tax and no need to guess whether you can afford the 'gourmet' one," Bourget said.
 

"We've engineered the whole experience to be frictionless. You walk in, order what you want and walk out with change from a fifty for two pizzas. That's the kind of value people remember."
 

Already sparking fan frenzy
 

The launch of Il Locale Pizza's repricing strategy is already proving highly successful. The brand's social media has been lit up with fans sharing their support for the bold approach. Early feedback praises the transparency, consistency and sheer affordability of the new model at a time when dining out often feels out of reach.
 

"We want to be the place people go because they know they're getting value," Bourget added.
 

"This isn't just about sales. It's about loyalty and about being the local pizza joint people trust."
 

Il Locale's Pizza Club launched across all stores in WA from the beginning of August. It's not a limited-time offer and it's not a gimmick; it's the new normal.
 

Tell your mate still paying $31 for a pizza, they've been overcharged long enough.
 

The pricing recalibration is also being undertaken in preparation for the brand's national expansion which involves the roll out of franchise stores across the country over the next few years.
 

"Standard flat fee $22 pricing will ensure our products are not only the best quality but also the best priced, regardless of whether you buy one at one of stores in Perth or Sydney," Bourget added.
 

About Il Locale Pizza
 

Founded in Perth by Mat Bourget, Il Locale Pizza is a fast-growing, independent pizza brand known for its sourdough artisan pizzas, modern Italian street food flavour and electric energy. With six locations and a national franchise program on the horizon, Il Locale is flipping the script on what it means to run a pizza business in Australia.
 

Social handles

Website: www.illocalepizza.com.au
Instagram: @illocalebestinthewest
Founder Instagram: @mateuspipa
Osteria Concept: @osteriaillocale
Bodega Scarborough: @bodega_perth