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Double pepperoni, mushrooms, extra cheese and ... porn?

A new pizza restaurant in western Canada that delivers pornography with every pie has once again proven the adage: sex sells.

Porno Pizza in Winnipeg has been doing brisk business since opening last week, titillating the hungry with racy pictures at the bottom of every pizza box.

"They range from softly-lit, lube-on-the-lens pictures like in Playboy, to raunchy, hardcore photos that would make Larry Flint blush," pizzeria owner Corey Wildeman told AFP. "The image is revealed as you eat the pizza."

The "ultra erotic" marketing gimmick has attracted "scowls" from some observers, "hooting and hollering" from others and at least one "drive-by flashing" of breasts, he said.

"We live in a society that is so steeped in porn that people have it delivered to the dinner table," Roz Prober of child advocacy group Beyond Borders lamented in the Winnipeg Free Press.

Indeed, Wildeman, 30, is already in talks with potential partners to open franchises across Canada after selling hundreds of pizzas in one week.

"You'll never go broke appealing to the lowest common denominator," he explained. "Everyone knows: sex sells."

Wildeman said he came up with the idea for the naughty pizzeria while talking with friends about classic porn flicks in which "pizza delivery guys meet lonely ladies and deliver more than just pizza."

Unexpectedly, more than 75 percent of his customers turned out to be women, he noted.

So where are these pictures of i was promised? Wel there is a picture of a pizza! What more did you want? Sex does sell :)