This paper provides an overview analysis of fuelwood utilization in the commercial cooking sector. Cultural, market and logistic factors that may weaken the explanatory power of the energy ladder hypothesis are highlighted. Additionally, gender issues and health and environmental aspects related to fuelwood use in cities are explored. The analysis is developed as from the viewpoint of the use of different fuels for cooking in urban areas, focusing on commercial establishments. Evidences were observed in the pizza market in the city of Sao Paulo, Brazil, demonstrating that consumer expectations, expressed by means of classical market pressure mechanisms, can markedly influence this commercial cooking niche and consist in an important driving force for its energy choice. The city has the second largest pizza market in the world, characterized by the commercialization of 40 million units of the product per month in over 5000 commercial establishments. Interviews conducted in 270 of these establishments reveal that 88% use fuelwood ovens despite its lower practicality and wide availability of modern energy options such as electricity and liquefied petroleum gas (LPG). The work validates the fuel stacking model, according to which energy diversification - and not substitution -, results from economic development, urbanization and/or a population income growth. (C) 2013 Elsevier Ltd. All rights reserved.