Pieology Pizzeria opened its latest endeavor this week, Pieology Pizzeria R&D, a restaurant concept that gives customers a voice in the chain’s decision-making about menu items and flavor combinations.

This unit, located in Aliso Viejo, California, has a rotating menu that gives diners exclusive first “bites” of Pieology items under consideration, along with the brand’s current menu options, a news release said. And in another affirmation of the increasing popularity of amped-up customer engagement, the restaurant has feedback cards on all tables and has created a URL survey, which allows diners to share their opinions with Pieology decision makers.

Pieology is pushing the new concept as a way for customers to have fun posting on Instagram while increasing its social media presence and online buzz.

“Pieology R&D is a direct reflection of our investment in research and development to explore new creations and offerings,” Pieology COO Clay Sanger said in the release. ‘We want to hear directly from consumers what they want to see from Pieology. No idea is too wild or flavor combination too bold — we want to explore it all with the help of our loyal customers.”

Chef and certified “pizzaiolo,” Glenn Cybulski is the man behind Pieology’s top “apron” and brings technical skills and expertise from the Scuola Italiana Pizzaioli to the chain’s innovation inventory process. Likewise, the chain promises to allow customers to use their own creativity to help leadership make the best decisions for pizza eaters everywhere.

The Aliso Creek Road location serves lunch and dinner seven days a week. The Pieology brand has 141 stores across the nation.