KEEP IT REAL: CRAFTING AN IN-STORE MESSAGE

IS SUPPOSED TO BE A WORD that settles arguments, not starts them. If two friends disagree about which restaurant chain makes the best pizza, for example, someone can always trump the debate by bringing up the long-gone hole-in-the-wall that first brought pizza to town. You might like Pizza Hut or Domino's or an independent restaurant in Chicago or New York, but on some level, those are all opinions,

“AUTHENTIC” IS SUPPOSED TO BE A WORD that settles arguments, not starts them. If two friends disagree about which restaurant chain makes the best pizza, for example, someone can always trump the debate by bringing up the long-gone hole-in-the-wall that first brought pizza to town.

“You might like Pizza Hut or Domino's or an independent restaurant in Chicago or New York, but on some level, those are all opinions,” explained Jarrett Paschel, director of retail and consumer trends for Th

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