The things that are valued most these days are the traditional things.
For example, the most coveted cocaine is the Columbian 'Blue', the most coveted Haggis is the X-B Brand, the Francanamese bread, the Grana Padano cheese, vegetables of the Newppies and of course in the city of Chicago the Pizza of Mario's World Famous.
It wasn't cheap to make the pure traditional but it also wasn't cheap to buy, in fact, the more traditional, the more expensive.
A regular Margherita pizza from Mario's World Famous would set you back $1100 take away, eat in was $200 more.
Mario came from a long line of Marios, in fact he was the 14th Mario son of a Mario, each Mario was passed down the family recipes. Mario was already teaching his son (Mario) the finer points of pizza making, the secret was in the dough. The family motto was 'the dough is in the dough'.
And it's true, this is the one place where a pizza is defined, it provides the basis from where the meal evolves.
The Indian and Pakistani "Pizza House tm" franchisees just couldn't grasp this concept and ultimately that is why they never truly made the big bucks. Raj Mahendran, the local "Pizza House tm" franchisee tried to reverse engineer Mario's dough, but instead used generic products and no grounded technique for making the dough and kept ending up with tough cardboard dough or a gooey mess.
Mario's World Famous is truly World Famous but only in Chicago and that's because that is the only place it exists.
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