The ability to cusomize and receive your pizza in 5 to 7 minutes is cool. I've been going to this location since it opened. Lunch crowds are heavy but the quality of thier products is worth it. Unlike some other fired pie locations, they are never short of staff, so your pizza is not typically kept waiting due to anything other than the time it takes to process the number of orders and build the pie. That is why I'm writing this review.