emphasis on quality, smoke-free. lots of people likeclassicslice because the slices are new-york-size. that's pretty rare outside nyc, so i guess the novelty factor is at work. but novelty wears off, and that can send a place out of business if it doesn't have something more substantial underneath. what keeps people coming back toclassicslice has to be the quality of ingredients and care with which the pizzas are made. i've never gotten just a slice here; i've always had a whole pizza, and it has always tasted like everything on it were grown, made, etc. that very day. once you get past the size of the slices, you realize that what they're doing atclassicslice is not flashy or showy -- they're just working hard at putting together the best pizzas in town. oh, and it's a great place to go if you have one of those pain-in-the-butt vegans in your crew, since they have a great selection of stuff without any cheese, meat, or anything else tasty. it's also smoke-free, which is an unfortunate rarity in milwaukee.