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I worked as the manager at one of the Imo's that was in K.C. back in the day, and darn near everyday I would have to handle a customer complaint call. It was almost always "What in the Hell is this?"
One in particular I remember, this lady told me she wouldn't even feed it to her dog and called it, "A heart attack inducing pile of smelly sh*t on hobo bread".
I had to put up with this constantly, and then the absentee owner would drive over from St. Louis every once and a while and ask "How is everything going - good?"
...and, "Why aren't we selling more pizzas?"
Before I left and moved on I told him, " Hey man, I get it. The whole gourmet thing. It's different, but then that's what you're going for... But, seriously people in general don't really go for that kind of thing around here. If you ask me I would think about changing formats, and selling a more traditional pizza with mozzarella cheese."
He came back with, "I'll never change formats. Imo's will work in Kansas City."
A few months after I left I drove by and noticed he changed formats and was now a Pizza World. Much better pizza, but in the end he still screwed it up and went under.
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