Maybe I'm missing something here, but how is this method of ordering pizza any different than going into the usual routine of picking up a menu and asking for particular toppings on a pie? The presentation is different, yes, but the idea is the same.

lokani24,

The concept is more the novelty of creating your own pizza, perhaps making it an interesting dining experience.

This idea sounds very similar to "Kramer's Make Your Own Pie" idea on an old Seinfeld episode.

There was a hotpot place that did this near where I used to live in Shanghai, and most malatang (like hotpot but skewered like kebabs) do this. I think the appeal is the same as buying your produce in person, rather than having it delievered through, say, an internet grocery vendor; you can check the produce yourself, so that if it's gone a bit off you don't put it in your basket. The other advantage is if you're using exotic ingredients, people can see what they are. The obvious drawback is that things like pepperoni doesn't need to be thawed (as long as you can separate the pieces); it can be stored pretty cold in the back, whereas in keeping it on the floor at (near) room temp you're going to throw away large amounts of it on a daily basis.

If you're going to pick your own sauce you might as well roll/toss yr own dough, which'll prioritize the experience of production over that of consumption (esp. in the event of hand tossing).

The potential for legal liability is huge. Somebody could sprinkle the powder from a laxative pill in the food, have it cooked, eat it, get sick, then sue the restaurant for millions.

I don't see this happening in the US. Internationally, in countries where the legal system is corrupt in the exact opposite way that it is in the US, where nobody can get legal compensation for anything whether justified or not, this might work.

I do a lot of this sort of thing in my catering business. I've had guests making their own spring rolls, pasta, sammiches, pizza and spit-roasted lambs. It's very popular in the summer and saves on labor costs.

There is a restaurant here - in New York - that does something similar, as well: a list of fresh and seasonal ingredients is provided and the customer basically creates his/her own dinner.