The Guinness world record for the Most Expensive Pizza in The World used to be Chef Gordon Ramsay's Italian white truffle pizza that sold for 100 GBP in the U.K. ($150 approx.), but Margo's recipe includes up to 100 grams of 6,500 EUR per kilo ($3,950 lb. approx.) white truffles along with the gold leaf, pushing it well over the top in terms of costly ingredients. The resulting $2,400 pizza will not make its creators rich though, as the tiny pizzeria claims it will not make a profit from the record-setting pie and instead, will give the profits way because "We get enough return from making that pizza through the exposure we get" the management stated.
The World's Most Expensive Pizza must be ordered a week in advance, but it is on the menu at Margo's, as is required to be eligible for the Guinness world record. The $2,400 pie was only ordered twice in all of 2010. Perhaps an economic recovery in 2011 will increase its appeal and Margo's will get more orders in the coming year.