The economy has improved substantially. People once again have a little disposable income and have the ability to dine out a little bit more often. Really, it's the fact that the quality has improved in the last few years in the pizza industry.
We don't limit ourselves by normal convention. We were waiting for the next big pizza chain to deliver an artichoke heart pizza in 20 or 25 minutes, and it wasn't coming. Finally, we thought maybe we should do it.