It was the local pizza restaurant Big Mama's & Papa's Pizzeria.
The Los Angeles chain obtained more than $10 million in free publicity after Ellen DeGeneres placed her big order during the live telecast of the Oscars on Sunday, according to TMZ.
Big winner: Big Mama's & Papa's Pizzeria
received around $10.8 million in free publicity after Ellen DeGeneres
placed an order during the Oscars on Sunday
A 30 second commercial spot during the broadcast cost around $1.8 million, according to Variety.
And with Ellen spending two minutes distributing the slices and then another minute collecting money, TMZ estimates the pizzeria walked off with around $10.8 million in free publicity.
The site points out that since the chain spent no money in actually producing a commercial, they basically received 'the best ad deal in the history of television.'
During the telecast, Ellen joked that she was going to order pizza for the A-list attendees in the audience.
Hungry: Brad Pitt handed out plates as the stars grabbed slices
Pizza party: Julia Roberts and Meryl Streep made sure to get some of the cheesy deliciousness
Taking orders: The local pizza chain got the 'best deal in the history of television' according to TMZ
The feeding frenzy started when host Ellen came out onstage and surprisingly said, 'Guess what? Pizza's here.'
Edgar, wearing a red cap and red apron, then appeared onstage holding several boxes of stacked pizzas.
As Ellen persuaded the stars to dig in, the bemused delivery guy doled out the slices to recipients including Brad Pitt, Meryl Streep, Jennifer Lawrence, Jared Leto, Julia Roberts and Kerry Washington.
Big deal: The local pizza chain got the best publicity after Ellen placed her high profile order
Special delivery: Ellen holds on to a few pizza pies as she got ready to hit the stage
Oscar winner: Jared Leto wanted more than just his award last night
Making dough: A pizza is made at Big Mama's and Papa's pizzeria last night
He followed Ellen around the front seats of the auditorium and the host later passed around a Pharrell Williams-like big hat to gather tips for the pizza delivery from the stars.
A source from the chain told MailOnline: 'Yes, we did [deliver the pizza]. We had a couple of guys during the Oscars.
'It was five Big Papas at 60 square slices each. But they got a bunch more, those were just the big ones.'
But he said they had no warning the co-owner would be making a cameo in front of millions of TV viewers.
After the slices were consumed, host Ellen DeGeneres collected hundreds of dollars from Brad Pitt and Harvey Weinstein to tip the man, but he never saw that cash, according to TMZ.
But on Monday, Ellen gave Edgar his $1000 tip during her post-Oscars show.
Saucy: A 30 second commercial spot during the Oscars cost $1.8 million, but all the pizzeria had to do was deliver the pies
Yum: Brad devours his slice as Angelina looks on during the Academy Awards on Sunday
A day's work: The deliveryman was unaware that he would be front and center at the Oscars
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