November 1, 2011 |

2011 November: Commentary

By Jeremy White

Flip to page 20 and read our monthly “Man on the Street” column by Scott Wiener. Scott, as avid a pizza fan as you’ll ever meet, has recently been obsessed with pizza boxes. So obsessed, in fact, that he has begun collecting boxes from pizzerias all over the world. I’ve had a look into his pizza box vault, and it’s impressive. Talk about a smorgasbord of colors and graphics!

Sadly, after embarking on this adventure, it did not take Scott long to realize that the United States, by and large, has the worst pizza boxes in the world, graphically speaking. There are far too many pizzerias out there using very generic boxes with clip-art quality graphics and no customized branding.

What a missed marketing opportunity.

There are plenty of great ones here in the States, too, as Scott discovered while roaming the International Pizza Expo show floor last March. What Scott proposes in his column this month is simple, and I am behind it 100 percent. Let’s beautify America’s pizza boxes! I can assure you that going from bland to “bam!” is well worth the effort. A well-thought-out pizza box is a marketing basic that elevates your image. If you aren’t yet on this bandwagon, hop on now and distinguish yourself before your competitor across the street beats you to the punch.

While we’re on the topic, I’d like to see YOUR pizza box. So please mail one to my attention at the address below. We’re going to photograph the boxes we receive — the really good ones, anyway — and add the images to our photo gallery at You might even see a picture of your box in an upcoming issue of Pizza Today. So get your best design ready, and then send it to me ASAP.

Mail your boxes to my attention at:

Pizza Today
908 S. 8th St., Suite 200
Louisville, KY 40203


Jeremy White, editor-in-chief