pizza chains in the run. >> we have roasted red peppers. >> reporter: his boss is the ceo of uno chicago grillformerly pizzeria uno, the home of the first deep dish pizza, made famous on this chicago corner. >> this is our nine-grain crust, which we introduced this year. we have a gluten-free crust. and a flat bread and multigrain. >> reporter: is your position that every item on the menu is healthy? >> no. every item on the menu has the healthiest ingredient. anybody with a french fry is not going to be healthy. but our french fries are made with low-fat oil. >> reporter: that's the idea. produce the best food with the best ingredients. >> when i joined uno's, my attitude was that casual dining restaurants are terrible. why would i take over a casual dining company? >> reporter: he says, in part, because it's good business. uno's made $390 million last year. >> from a business standpoint, one-third of all meals are eaten in casual dining restaurants. >> reporter: a third of all meals eaten are eaten in casual dining restaurants? >> reporter: and the business for frank guidara is also personal