An excerpt from a Wall Street Journal article:
Papa Murphy’s is a 1,360-location pizza chain where customers add ingredients to an uncooked pizza on site and then cook it in their own oven. It shuns, pizza boxes, instead wrapping the pizzas in cellophane in a subtle bid to make it more like a meal.
“If you pull something from the refrigerator, it wouldn’t be in a box,” says Ken Calwell, chief executive of Papa Murphy’s International. When consumers “actually turn on and pre-heat the oven, there is something that reminds them of their grandma or mom,” he says.