Competition is fierce in the market, especially in the foods area. “Battle between pizza chains” is fierce but they fight over the same points of parity, such as crust, toppings or the time it takes for delivery. However, Ali Baba Pizza has used a unique way to advertise and attract customers: “the pizza box of 21st century”. Enforcing the use of environmentally friendly pizza boxes as a point of difference was a clever move as consumers are more and more aware of eco-friendly products. In addition to its promotion of conservation, this recycled cardboard pizza box can also transform into a container and plate conveniently. Mark Murr, the owner of this pizza chain, is the first in Canada to use the GreenBox, which acts as a strategy in marketing as they are the first to position themselves in this category. The use of the GreenBox allows Ali Baba Pizza to successfully achieve the points of difference of sustainability and distinctiveness.