When Lou Malnati’s announced the return of the collab Italian Beef Deep Dish Pizza, many people quickly clicked the Tastes of Chicago “buy now” button. As stated by the company in a press release, the previous offering was the “highest selling limited time pizza in its 52-year history.” Whether it is the combination of flavors or the rise in Italian beef’s popularity thanks to “The Bear,” the reality is that people could not wait to enjoy that slice.
Even though the two companies anticipated a successful launch, Marc Malnati, owner of Lou Malnati’s, was surprised by the initial response. In the announcement, he said, “…we never anticipated it would take off as one of the most buzz worthy and sought after pizzas we’ve ever made.” Given that response, it makes sense that the brands would bring it back again.
Adding this special offering going into the holidays is a smart choice for Lou Malnati’s and Portillo’s. Not only does it capture two iconic Chicago foods in a single bite, but it makes for some easy holiday entertaining. Whether it’s a meal before Halloween trick-or-treating or a swap for that Thanksgiving turkey, this deep dish pizza might become a new holiday tradition. Will it become an annual offering? Based on its previous popularity, it seems that this Lou Malnati’s x Portillo’s food mashup is baked to perfection and ripe for repeating year after year.