Pizza Express

How have they done it ? I mean, what level of marketing (sorry sales promotion) do you need to employ in order to con people that peasant food is actually aspirational middle class fodder? I often pass our local PE on my to the pub on a Saturday and am totally astonished by number of dweebs willing to part with their hard-earned for a crusts of bread and some insipid plonk.  But then to be honest who really cares. If I want an authentic Pizza then I will visit a restaurant staffed by Italians (or at least someone with vague Italian connections), leastways not a spotty faced gap year student or some sullen Eastern European.