23. Priazzo from Pizza Hut
Chicago Deep-Dish Pizza is a taste that has become legendary in the pizza world. When Pizza hut tried to replicate this iconic pizza for the masses, their faces landed right in the middle of the tomato sauce.
Say hello to Priazzo, Pizza Hut’s infamous take on the Chicago Deep-Dish.
Founded in 1958, Pizza Hut started as sort of a niche company serving up piping hot pizzas. By the time the 80s rolled around, however, Pizza Hut was growing, both physically and brand-wise, to the point where the chain was openly experimenting with its menu.
In 1985, Pizza Hut unleashed Priazzo on a pizza-eating public that clearly wasn’t ready for it. The Priazzo was a deep-dish pizza that was jammed pack with almost every single pork product you could imagine. On top of that, the pizza had another layer of crust, sauce, and cheese, making the Priazzo less like a respectable replica of Chicago’s Deep-Dish, and more like an unmitigated nightmare of food.
Despite the obvious dietary concerns, Pizza Hut was well-convinced that the Priazzo would be a winner, so much so that, according to a CNBC article on the pizza, the company spent $15 million — yes, million — on the ad campaign surrounding it.
Check out this ad for the Priazzo:
No amount of soft music in the world could convince me to eat this pizza.
Anyhoo, the vice president of Pizza Hut at the time, David Ropes, was so confident in the Priazzo, that he predicted that the pizza would generate over $250 million — yes, million — in sales.
It did not.
For starters, it was a nightmare to make in the stores, taking up a lot of time just to bake one of these Priazzos. Add that to the weird look of it, and the Priazzo, which was predicted to be a bold new step for Pizza Hut, was gone by the dawn of the 90s.