Suddenly en vogue, Little Caesars heats up Detroit-style pizza war


Touting itself as the only Detroit-based national pizza chain, Little Ceasars launched an advertising campaign calling out imposters today.

The campaign stems from the increasingly popular Detroit-style pizza. Long popular in Detroit and Southeastern Michigan pizzerias, Detroit-style is a rectangular pizza with cheese to the edge and typically has the sauce on top of the cheese.

While thicker than a typical pizza, but not a deep dish Chicago-style pie, the crust is airy and a bit chewy similar to focaccia bread, and baked in a specially designed pan. The pizza first appeared in Detroit after WWII.


In the last several years, the Detroit style has been added to menus by several national chains and local pizzerias.

“We take our Detroit roots seriously,” Greg Hamilton, Chief Marketing Officer at Little Caesars said. “We’re proud of our heritage and happy to bring Detroit-style pizza to all of America at an incredible value.”

In their commercials, an actual lawyer in the style of a personal injury specialist speaks directly to the camera, encouraging those who purchased a Detroit-Style Pizza from anywhere other than Little Caesars to seek compensation immediately. Pizza lovers can call 1-800-428-DEEP or visit detroitstylecompensation.com to “report their issue,” and they will be directed to a dedicated website to upload their receipts from other pizza chains where they ordered deep dish pizzas.




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