Before restaurants began to really dig into the idea of healthy options, one Chicago pizzamaker decided to try something new. To create a place where Chicago-style deep dish wasn’t just about excess, but where quality ingredients took the main stage. Before it became standard practice to have nutritious—at least in theory—choices on the menu, there was Edwardo’s Natural Pizza.
The start of something new
In the 1970s, Chicago was home to what seemed like a billion pizza joints. By this time, the deep dish pizza (and the stuffed pizza, discernable by its extra layer between cheese and sauce) had become “deeply” ingrained in the hearts of Chicagoans since its creation in the 1940’s. Ed Jacobson, who worked for the Giordano’s pizza chain, split off from the Broglio family and established his own restaurant in 1978 in Rogers Park, Chicago. He was armed with his own new recipe and a vision of a bygone era of wholesome pizzerias. He called his new spot Edwardo’s Natural Pizza, and it was a hit.
Welcome to our garden
Upon crossing the threshold of Edwardo’s Natural Pizza, guests were greeted by aromatic herbs growing fresh right before their eyes. Basil and oregano were cultivated hydroponically in each restaurant and used in the dishes. This touch was very important—this green foliage helped connect people to the farm-fresh, natural ways we used to enjoy food. Along with these homegrown herbs, high-quality San Marzano tomatoes were blended into the sauce of each delicious pie.
Wholesome food for everyone
When the 1980s rolled around and the public became interested in whole-wheat products, Edwardo’s responded accordingly. After some experimentation, the flaky Sicilian stuffed crust that made their pizza famous was formulated for a whole-wheat option. Souffle-style pizza was another popular innovation: sauteed veggies like spinach and broccoli were mixed with fresh mozzarella and baked into the pie for a delicious and nourishing slice.
Location: everywhere
Not long after Edwardo’s northern location opened its doors, a second Edwardo’s was born on the Southside of Chicago as well. The business continued to grow—much like the plants in the restaurants—and spread to the surrounding area, including Wisconsin, Indiana, and beyond. At its peak, Edwardo’s Natural Pizza had 30 locations.
Where did it go?
After the company became a part of the Bravo Restaurant Group family, Edwardo’s Natural Pizza made the move to retail. Chicago-style stuffed pizza–including the beloved stuffed spinach—was given a national platform and was available to shoppers across the country. As far as pizza pickup goes, here’s a secret: today you can still get Edwardo’s classics baked fresh in Chicago. Eduardo’s Enoteca in the Gold Coast neighborhood maintains a secret menu with your old favorites—supremely-stuffed fresh spinach, tasty tavern-style thin crust, and yes, even the Edwardo’s Special.
