I lived in Chicago in 1989 and there was a pizza place that marketed itself as healthy, with whole wheat crust, more veggie options, and so forth.
What was it called?
Edwardo’s Natural Pizza? I don’t think stuffed pizza could be healthy, but they pushed their natural ingredients.
That’s the one! Thanks!
That’s funny. I enjoyed Edwardo’s back in the day. Never entered my mind that it was supposedly “healthy.”
Sure - I see it on the logo. But back then, in my 20s, eating healthy was nothing I thought of when eating za.
My impression is that’s where they were trying to position themselves – whole wheat crusts and lots of veggie toppings available.
Yeah - I guess I see that. Again, not anything that crossed my mind in my 20s. And - the idea of “healthy” is kinda amusing when you top it off w/ a couple of pounds of cheese! 
Yeah, “healthy” doesn’t come to mind when I think of Edwardo’s, but if they offered whole wheat crusts and “natural” ingredients, I guess that was part of their branding. I do see on their menu now they have “wheat crust available,” but regular pizza crust is the default. Perhaps it was different in the late 80s. I just think of Edwardo’s as the better version of Giordano’s for stuffed pizza (both showcase that style of pizza – which is not a traditional deep dish a la Uno’s or Malnati’s, but many people don’t seem to notice or care; Chicago deep dish goes back to the 40s, and stuffed appeared in the early 70s (I think like 1972) at a place called Nancy’s.
I remember when Nancy’s opened near our home on Central, just N of Irving. '72 sounds about right. No one had ever heard of anything like it before. There were lines around the block. And if you didn’t pre-order, you had to wait around 45 minutes.
I was in college at UW-Madison in the late '80s, when Edwardo’s expanded into the market, and from what I recall, that was how they were positioning themselves – not necessarily as “health food,” but as a fresher/somewhat healthier version of pizza.