Pequod's Pizza isn't exactly the prettiest. But locals know it's Chicago's best kept secret.

Great food is often scarfed down before it's shared. Pequod's is no exception. To capitalize on this, Pequod's kick started a social media campaign urging fans to Instagram their empty plates. This publicized the pizza chain while maintaining the mystery of Chicago's Best Kept Secret.

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Not from Chicago? You may be a little confused. Read about my first Pequod's Pizza in writing samples.