Faye Dunaway as Bonnie Parker (1967)
When was the first time you tasted the savoury delights of a pizza? If you’re under forty, this will probably seem like a strange question. It’s hard to get your head round now, but back in the 70s, pizza was an alien interloper in the land of Cap’n Birds Eye, frozen beef burgers, dehydrated Vesta Curry, Spangles, Angel Delight, soupy Brussels spouts and assassinated mutton.
I remember saving up to take a girlfriend to The Chicago Pizza Pie Factory. It must have been in 1981 or thereabouts, stylistically the fag end of the 70s. And like Joe Allen’s, I seem to remember that No. 17, Hanover Square, was hard to find: a hole situated in a dark corner the other side of Vogue House, iron steps leading down to a basement in the speakeasy manner, neon lights, soda-fountain graphics, exposed brickwork, a cocktail bar, brash American waitresses (the real thing, presumably imported en masse from a Chicago diner?), a television screen broadcasting recorded videos of American Football, background chatter courtesy of Chicago’s WFYR radio. And you could pay in dollars; at that time a genuine culture shock, especially when a waitress thrust a ghastly doggy bag in my hand and insisted that we took it away on pain of death.
The Chicago Pizza Pie Factory (“Purveyors of Chicago Pizza to London and the World...”) was the brainchild of Bob Payton, an Anglophile American entrepreneur who- in an inspired eureka moment- cooked up the concept of selling deep pan pizza to the impoverished Brits. The first pie factory was installed in Crown Passage, St James’s, a rancid Dickensian alleyway running between Christie’s and Pall Mall.
As you will remember, deep pan pizza is more like a pie or a quiche: the thick doughy crust is cooked in a special oiled pan, covered in grated mozzarella, filled with toppings such as pepperoni, mushrooms and onions, and then filled in with a thick blended tomato sauce. According to Wikipedia:
"it is often reported that Chicago-style deep-dish pizza was invented at Pizzeria Uno in Chicago, in 1943,by Uno’s founder Ike Sewell, a former University of Texas football star. However, a 1956 article from the Chicago Daily News asserts that Uno’s original pizza chef Rudy Malnati developed the recipe...”
A dream-like 1930’s Chicago as re-imagined in The Sting (1973): beautiful set design
The Sting again...(1973)
With hindsight, the look of the pie factory was very much a product of the late 1970s: Gangster Chic. There’s a convincing theory that middle-aged marketing types become obsessed with the time as it existed just before they were born, which explains why the American Depression, Chicago Gangsters, Fedoras, Soda Fountains, Art Deco, Cloche Hats, Kipper Ties, Tiffany Lamps (and Chicago Deep Pan Pizza) spawned Ralph Lauren, Jack Clayton’s The Great Gatsby, Biba, The Sting (wonderfully evocative and elegant set design), Bonnie & Clyde, Strikes 1926, Soda Stream and Bugsy Malone; an appealing fashion that began in the 1960s and lasted until the late 70s, and, as with the last gasp of the wonder that was Disco, lingered on until the very early 1980s.
Stephanie Farrow, Mia’s little sister and the face of Biba
For my father’s 40th birthday party, my mother bought a vast purple feather boa from Biba in High Street, Kensington- like a 20s courtesan, although I doubt if she saw it quite like that. And then some genius had the bright idea to repackage Soda Stream with the hint of a 20s soda fountain: Coca-Cola influenced graphics and little glass bottles with impressed swirls, to which your kiddywinks could add brightly coloured cordials, which, ignoring the goody-goody instructions, you fizzed up by pressing a little button two hundred times, not unlike Gatsby’s butler and the machine that extracted the juice of two hundred oranges in half an hour.
Fat Sam’s Grand Slam: Alan Parker’s Bugsy Malone (1976)
Alas, the Chicago Pizza Pie Factory is no more, and I can’t remember the last time I ordered a Chicago style deep pan pizza on these shores.
Pinstripe suits and a Yellow Rolls Royce: Ralph Lauren’s take on The Great Gatsby (1974)
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