I think one of the things that has to make a pizza place unique and stand out from the crowd is to have a speciality pizza, a menu item that people will go "Oh is that the place that serves the ______?". If you know where your location is, study the competition. What's around you? What do they do? What makes them popular? What can you offer that they can't? Look at the mainstream chains (Domino's, Pizza Hut, Papa John's) - they all have something unique. Domino's has their amazing garlic butter and stuffed crust pizzas. Papa John's does a XXL pizza that is huge, and their deals are pretty great. Pizza Hut is just poop.
I personally love a spicy meaty pizza, but will make allowances for things like jalapenos and pepper in amongst the meat. So long as there's something else to add heat, like some good quality chilli oil.