Don't get it twisted; I love Lou Malnati's pizza, but is it the Green Mill, The Berghoff, or Billy Goat Tavern? Those places are iconic because they have stood the test of time.
I like pizza. Like you probably do, I eat a lot of pizza. I have eaten a lot of pizza in Missouri, but I've never ever heard of the place which I've learned is the fastest-growing in the state.