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Urban Outfitters has just purchased an Italian-based restaurant group that includes Pizzeria Vetri. The struggling retail chain reportedly plans to sell the pizza at some of its locations.

UO shelled out less than $20 million for the deal and while this may sound crazy, one CEO tells the Huffington Post that it might not be a bad idea: “All the shopping is done online and portably — and the one thing Amazon can’t do is feed you a goddamn pizza.”

After a tough year, UO is hoping these changes will increase earnings and foot traffic in the stores. Let’s face it: if there’s one thing millennials love more than shopping, it’s pizza.

SOURCE: Huffington Post | PHOTO CREDIT: Twitter | VIDEO SOURCE: Inform

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