RE:Response from IRTheir response sells themselves short.
The "cauliflower pizza" is actually a series of cauliflower CRUST pizzas - ie gluten-free:
https://www.pizzapizza.ca/view-our-menu/
So, rather than being a weird publicity gimmick they're actually aiming at a substantial market niche not normally served by pizza places.
While checking out their website and discovering that, I also noticed a small news item that might matter even more: they've begun expanding into BC:
https://www.pizzapizza.ca/2018/09/17/pizza-pizza-expands-into-british-columbia-with-first-location-in-new-westminster/
Previously, Pizza Pizza had only a booth at the local Cineplex, which they closed a few years back. While it lasted, it was much better pizza than many of the local slice shops sell; I used to really look forward to having a slice or two there before a movie. I can believe they could gain market share here fast.
Their publicity efforts could be a bit better, for sure, and I'm still somewhat uncomfortable at the amount of money I have exposed with them... but I think I'll stay in and see how things go for another quarter or two, at least.