In this article, “Restauranteur adopts ‘pizza box of 21st century’ “, the owner of Ali Baba Pizza has innovated the pizza box that is not only made from recycled cardboard, but also solves the problem of eliminating the “need for disposable plates as well as plastic wraps”. This new design for this box offers customers who purchase Ali Baba’s pizza to utilize the box for plates, because the top of the box “breaks down into plates while the bottom folds into a convenient storage container for leftovers”.

This packaging used by Ali Baba is very sustainable and appeals to customers who care for the environment and along with that the company is capturing this segment of consumers. This innovative design for the new box allows Ali Baba to establish a point of difference and although at the beginning the cost may be higher, in the long term the pizza company will be successful; this is true because it will be providing customers with additional benefits from the actual packaging. No other pizza place is currently doing this because they believe it adds more cost, however the benefit exceeds the cost for the customers and the overall value is higher in the end. This is a sustainable competitive advantage especially if it is patented.