By that rule, it is impossible to have more than one world's best burger or margarita or she crab soup.  And yet, how many times have you opened a menu to discover the words "World's Best" in bolded, fancy font? 

Even when logic reveals to us that such a bombastic designation is merely a baiting ploy by the management, how often do we find ourselves gravitating to that one flaunted dish? 

Marketing is not simple.  But simple marketing is brilliant.

There's a cafe in Wilmington's Little Italy called Pala's.  Rather, there was a Pala's.  Their carryout sign--a giant red-lettered white beacon exclaiming "World's Worst Pizza"--caught my eye while on a recent trip to town.

Interest: piqued. 

I walked around to the front of the building expecting the...uh...worst, and I guess I found it. Another sign, this one for a real estate company, hung in the window. The abandoned restaurant was for sale.  Turns out the pizza might not have been that bad, though.  From what I can dig up, they floured dough for 60 years before closing.   

Truth is I was primed to order some slices from Pala's Cafe simply because of the sign. 

I mean, there is only one worst, right?