Pizza Tycoon was one of those games we got years later for £5 in some repackaged "Classic Games" collection but it came without a booklet or anything.
Supposedly the booklet was the key to getting the pizzas right as it had all the instructions on which elements were needed & where. (I heard someone say they used this as an antipiracy thing as without the booklet, it'd be playable but impossible, not sure if that's true lol)
We used to just cargo cult our way to good pizzas.
The way it worked was you had to offer at least a few pizzas that were reasonably close to recipes from the booklet in order to get any customers. Once you had that, you could get creative with custom recipes but if you only did custom recipes, you were bound to fail.