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.pizza is used by restaurants, cafes, and food brands who want their domain to state exactly what they serve.
Yes — it works well for food-focused content and brands generally, not only physical restaurants.
.pizza was introduced for the food and hospitality industry, giving restaurants and food brands a domain that matches their business at a glance.
Use your restaurant or brand name directly — .pizza already tells visitors what kind of business it is, so the name can stay short.