Small by Choice, Whether Clients Like It or Not

Neat profile of Great Lake, a small Chicago pizza shop that is very opinionated. The couple that runs it wanted to start a business that reflected their values: a neighborhood shop that purchases top-quality ingredients directly from farmers, makes every pizza by hand and serves great food at affordable prices. No substitutions allowed either. “When we put options together, they’re put together for a reason. We have such an edited menu, and it’s shocking how much people still want to manipulate it,” says co-owner Lydia Esparza. [thx MG]