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Why is America’s favorite and most ubiquitous food so hard to get right on a national scale? Several entrepreneurs are at the forefront of this booming fast-casual trend, but none more so than a man whose previous claim to fame was as the brother of America’s top tennis star.

At some point, enough people decided they were no longer content to just passively gorge on whatever pizza they were offered. In 2009, responding to persistent customer complaints like “Domino’s pizza crust to me is like cardboard” and “the sauce tastes like ketchup,” Domino’s launched a new pizza recipe.

In 2014, Pizza Hut revamped its menu to focus on bold flavors like honey Sriracha crusts and balsamic drizzles, after two years of declining sales. This year, Papa John’s ditched artificial flavors and colors and launched an exhaustive list of other banned ingredients: no partially hydrogenated oils, no MSG, no fillers in meat toppings, no BHA, no BHT, no cellulose, and no antibiotics in its chicken toppings and poppers..Read More at Buzzfeed

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