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Backfill · 2021

#230 of 315

Frozen Pizza Customization

seq 2
ObserverNew product/launchfood_drinkcritical
sensory connoisseurshipcustomization personalizationclever solution
Basic NeedsNoticingFeeling HopefulActionAchievement5/9
ImagePress/product shot

Press shot of a frozen margherita pizza on a wooden cutting board, half of it topped with fresh arugula and prosciutto added after baking, the other half showing the plain cheese and sauce.

109 words

The frozen pizza section at the grocery store has gotten interesting because the premium tier, the ones around $8-10. Have figured out that a decent crust and simple toppings can compete with takeout at a third of the cost. Crust on the good ones is thin enough to crisp in a home oven and the cheese actually browns instead of just melting into a flat layer. I've started buying plain margheritas and adding my own toppings because the base is better than what most delivery places use. The problem is that most frozen pizzas still try to do too much, stuffed crusts and 5-meat combinations and garlic butter drizzle. All of that extra engineering usually makes the result worse because the flavors compete and the crust gets soggy. Best frozen pizza would be 1 that gives you a great crust and sauce and lets you finish it yourself, which is basically what the margherita already is.