Il Locale Pizza sparks frenzy with $22 flat-rate pizzas in Perth

Flat-rate pricing sends locals into a frenzy and takes aim at overpriced pizza
 

Perth pizza lovers have a new reason to celebrate, Il Locale Pizza has officially declared war on overpriced pies, sending locals into a frenzy with its new $22 flat-rate pricing across its entire artisan menu.
 

From Scarborough to Subiaco, Stirling to Busselton, every pizza, whether it's topped with truffle oil, slow-cooked lamb or the perfect Margherita, is now the same price: $22. No gimmicks, no exclusions, no loyalty cards, no fine print.
 

Founder and CEO Mat Bourget said the bold move is about restoring trust, rewarding loyal customers and making quality pizza accessible to everyone.
 

"Australians are sick of paying $31 or more for a decent pizza," Bourget said.
 

"We've all felt the price creep and it's killing the joy of going out for a meal. This is us saying enough is enough. Just great pizza, at a fair, flat rate."
 

Locals are eating it up
 

Since the announcement, Il Locale's social media channels have been buzzing, with Perthians, or Perthites, or as some are calling themselves, Perthonalities, posting photos of their favourite slices, tagging friends and vowing never to pay premium 'gourmet' prices again.
 

"The reaction has been insane," Bourget said.
 

"People are coming in not just for the pizza, but for the principle. They love the fact that it doesn't matter if you order the most elaborate pizza on the menu, it's still $22.
 

"We have strategic relationships with premium suppliers to ensure we get the best products at the best prices."
 

Value without compromise
 

Bourget stressed that the lower price doesn't mean cutting corners. Every Il Locale pizza is made with the same premium ingredients and crafted to the same exacting standards.

"We're not discounting to clear stock and we're not downgrading the quality," Bourget said.
 

"We're keeping the product exactly the same, only the pricing changes. It's about making great food fair again."
 

A stand against 'menu anxiety'
 

Bourget said the flat-rate pricing is a direct response to the hospitality industry's inflated margins, loyalty schemes that overcomplicate things and 'premium pizza taxes' that frustrate customers.
 

"There's no guessing, no bait-and-switch, no awkward moment deciding if you can afford the 'good' one," Bourget said.
 

"You walk in, order whatever you want and walk out with change from a fifty for two pizzas. That's value people remember."
 

Perth first, then Australia
 

The $22 price is now permanent across all Il Locale stores in WA when ordering direct for dine-in or pick-up. Delivery app prices remain subject to app fees, but Bourget is encouraging customers to order direct to get the best deal.
 

The move is also a prelude to Il Locale's national expansion, with franchise stores set to roll out across the country over the next few years, all adopting the same $22 flat fee, from Perth to Sydney.
 

"This is the new normal for us," Bourget said.
 

"The $22 Pizza Club is here to stay and it's going to shake up the industry, one slice at a time."
 

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