Everyone in America has a favorite small local pizzeria that they swear by. But when you are new to the neighborhood or just hanging out for a casual night out, you want to get the best of what is nearby. At Slice, we use Machine Learning and Natural Language Processing to decode pizza, and standardize millions of menu items. This standardization powers recommendation, search, and personalization. In this talk, I will explore how these principles can be extended to other retail enterprises to drive various aspects of personalization.