Quick-service group Pizza GoGo has launched a £500 pizza, with toppings including beluga caviar, fantail prawns, lobster and 23-carat gold.
It has confirmed that the offer is "not a joke" and appears on its new menu, although it wouldn't reveal if any orders had actually been made.
According to the company's Facebook page, the pizza must be ordered three days in advance from the Essex head office, although delivery is reportedly available further afield, including throughout London.
The £500 price tag will also buy a butler to come to your home and serve you, although the stuffed crust option will still set customers back an extra £2.
However, writing on the Facebook post, user Craig John Hamilton said: "Whoever came up with the idea of a pizza for 500 quid is a complete muppet. It's got people talking and posting [but] you won't get any orders."
A cheeky Pizza GoGo reply read: "I guess the marketing team know what they're doing ;)," adding later: "I reckon the boss got hold of some edible gold he wanted to shift."