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Uno chain putting pizza first again

Uno Pizzeria and Grill, the deep-dish pizza restaurant chain that switched years ago to a menu emphasizing pages of healthy food, is returning to its cheesy roots. Calorie counters beware.

In 2008, the West Roxbury company had happily embraced a new title, bestowed by Health magazine: healthiest restaurant chain in America.

Now Uno’s traditional fare — including its 2,300-calorie Chicago Classic individual pizza — is back near the front of the menu.

Said Dee Hadley, chief marketing officer at Uno:

“If you came into our restaurant and tried to find pizza on our menu, you would have had a hard time because we hid it in the back. It’s about going back to what made the brand great to begin with.”

Hadley and a new team of executives have spent more than $10 million to remodel dozens of restaurants and start a rebranding campaign. The goal is to emphasize Uno’s pizza heritage, a way to stand out in a waning casual dining business teeming with big competitors like Applebee’s, Chili’s, Ruby Tuesday, TGI Friday’s, and Red Robin.

Uno was founded in Chicago in 1943, serving thick-crust pizza that curved up the sides of its deep metal pan. The pizza was so unusual that the original owners, Ike Sewell and Ric Riccardo, gave away samples to entice people to try it, Chicago historian Tim Samuelson said.

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