Article: Pile it on; from Pepsico concepts on down, the pizza segment is thriving with more chains, more takeout, more choices, more coupons.

There's dominating a market, and then there's dominating a market. In its pizza-segment strategy, PepsiCo shows that it intends the latter.

Just as it is trying to intimidate competitors in the Mexican segment with its Taco Bell, Chevys and Chimayo Grill combo, the Purchase, N.Y.-based parent company of a dozen or so restaurant concepts also is pressing to lead all divisions of the pizza segment.

PepsiCo's Los Angeles-based California Pizza Kitchen and, to a lesser extent, its Dallas-based East Side Mario's, target the casual-dining end of the segment. And it is testing Mama Nuchia's, a takeout and delivery concept with four units in Lubbock, Texas, to ...

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