Chicago Pizza Chain Gets Thinner
- Published on Thursday, March 01, 2012
Noah Himmel, the third-generation owner of the Chicago-based Edwardo's Pizza chain, introduced a new concept focused on thinner, lighter pizza — a departure from the chain's signature cheesy, calorie-dense, deep dish pies.
Known as Eduardo's Enoteca, the restaurant has become a pilot for a potential overhaul for the chain, which comes while deep-dish rival Giordano's is mired in bankruptcy proceedings. The new Eduardo's store offers Neapolitan-style pizzas with a thinner, slightly chewy crust. The former Edwardo's takeout store has been redesigned to fit 30 seats, including six bar seats with oak detailing and ceiling rafters, warm colors and a simple tabletop that recreates a modern Italian trattoria.
