When the R&D team at 48-unit Garlic Jim’s Famous Gourmet Pizza rolls out a new product, chief executive Dwayne Northrop immediately wants to know if it’ll make money. But that general rule was bent a bit last year when the Everett, Wash.-based chain began working on a gluten-free pie. Gluten is essential to pizza dough because it provides cell structure. But it delivers intestinal misery to those who are allergic to it—a condition called celiac disease.Northrop learned that one in every 133 ...

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