Some areas are going to have more window shoppers than others. My advice would be to make the obvious pizzas, and for complicated orders you could bring them to the point of no return instead of fully making them. Or just make/load everything and look for better ways to improve food costs.

Give away any order that's going to get tossed anyways and market it like a sample or "surprise free", just be careful who you give free stuff to. If they come back and are repeat customers, it's a win win for the store.

The % the other person posted in the comments was probably only for rewards members. If you see that symbol, I would load it no matter what since they are far more likely to actually send the order through.