PETALING JAYA, June 10 -- For the longest time, there were only two casual pizza chains that mattered to Malaysians: Pizza Hut and Domino's.

Briefly for a few years starting in 2009, Papa John's with its tagline "Better Ingredients. Better Pizza.", offered a third choice.

In recent years, locally owned brands like US Pizza have tried to get a slice of the pie.

This May, Little Caesars Pizza, touted as the third largest pizza chain in the US with outlets in 30 countries, opened its doors in Damansara Utama, taking over the vacated space that once housed a Family Mart.

It's not a name I am personally familiar with but my friend who studied in the state of Michigan where the brand traces its roots, was enthusiastic.

In Malaysia, the bra...