Giordano’s, one of Chicago’s most iconic pizza institutions, is taking a bold step beyond its famous deep-dish roots. In collaboration with Schafer Condon Carter (SCC), the brand has launched its first-ever tavern-style pizza, celebrating one of Chicago’s most beloved and historic local flavors. The launch is supported by a new creative campaign titled “A Crunch So Loud You Can Taste It.”
For decades, Giordano’s has been synonymous with the gooey, cheese-stuffed deep-dish that helped put Chicago on the global pizza map. Now, with the introduction of a crispy, thin, tavern-style pizza, the brand is looking to capture another side of the city’s culinary heritage — one that’s deeply embedded in neighborhood taverns and local gatherings.
“Chicago is a city that takes its pizza seriously, and we’re fortunate to have two distinct styles: deep-dish and tavern-style,” said Nick Scarpino, CEO at Giordano’s. “Our deep-dish has become a symbol of Chicago around the world. Now, we’re thrilled to add our incredible tavern-style pizza that will surely become just as famous. The crunch of our tavern-style pizza will become just as iconic as the cheese pull of our stuffed deep-dish.”
A Crispy Twist On A Chicago Classic
Developed under the direction of corporate executive chef Jesse Harris, Giordano’s tavern-style pizza features a unique preparation technique designed to deliver a signature crunch. Using the brand’s own mozzarella dough layering method, similar to croissant-making, each square-cut slice achieves a crispy, flaky texture that defines true tavern-style pizza.
“We’re putting our own spin on the beloved tavern-style pizza,” explained Harris. “Our approach ensures every bite delivers that consistent crunch people will crave.”
A Campaign That Amplifies The Crunch
That irresistible crunch became the creative centerpiece of the campaign. SCC, the Chicago-based independent agency that became Giordano’s creative and media agency of record earlier this year, turned the pizza’s sound into a full-on sensory experience.
The campaign — “A Crunch So Loud You Can Taste It” — uses humor and sonic exaggeration to dramatize the pizza’s defining feature. In one ad, a single bite is so loud it sets off a car alarm down the block; in another, it conveniently “bleeps out” a swear word during a family movie night.
“Our job was simple,” said Craig Miller, Chief Creative Officer at SCC. “When we first sampled it, we were blown away by the sound. Every piece had this unexpectedly loud crunch. At SCC, we aim to create impact by amplifying product truths — and here, we literally amplified the crunch.”
Celebrating A Chicago Legacy
While the campaign’s tone is playful, its message is deeply tied to Chicago pride. For Meghan Parra, Director of Marketing and PR at Giordano’s, the launch celebrates a local tradition often overshadowed by the city’s deep-dish fame.
“True locals know there’s another side to Chicago’s pizza story,” said Parra. “Tavern-style is part of the city’s neighborhood culture — thin, crispy, and made to share. With this launch, Giordano’s is honoring that local legacy. I can’t wait for people to try it.”
The multimedia campaign launched on October 21 and will run across TV, outdoor, radio, programmatic, and search channels, targeting local audiences while reinforcing Giordano’s as a brand that celebrates both innovation and heritage.
With World Pizza Day around the corner and Chicagoans’ love for culinary craftsmanship alive and well, Giordano’s is proving that in the Windy City, pizza can be both iconic and reinvented — one crunchy slice at a time.
