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Square vs. Non-square

Originally all pizza boxes were square. Today most of them still are. However, circa 1988 a curious thing happened — the first non-square pizza carton hit the market. It was an 8-sided, or octagon, box created by Stone Container (now Smurfit-Stone Container). Dubbed the “octabox,” it was picked up by Domino's Pizza in 1988 and used by the chain until about 1996, at which time it was dropped for a D-style hexagon carton. The blank for the octabox looked like this (taken from U.S. Pat. 4,765,534).

Since the inception of the octabox various structures of non-square pizza cartons have been invented, including octagon, heptagon, hexagon, and pentagon boxes.

In the wake of all this invention a question has arisen: Which is best — square or non-square?

Actually, the answer isn't so simple, because square boxes vary from type to type as do non-square boxes. However, it's possible to make a few generalizations.

Advantages of Square Boxes. Generally speaking, a square-shape box has three advantages over a non-square box. First, a square shape is what people traditionally associate with a pizza box. So if a traditional look is what's desired, a square box gives that. Second, a square shape provides a maximum of cover area which, in turn provides a maximum surface area for printing on as well as creates a maximum-size look to the carton. Third, a square box has four open corner spaces for holding extra items like sauce cups, garnishes, and the like.

Drawbacks of Square Boxes. Generally speaking, the main drawbacks of square-shaped cartons are that (a) the four open corner spaces allow pizza-sliding, or slice separation, during delivery and (b) the box contains a maximum amount of air space which, in turn, tends to promote maximum heat loss. However, there are ways of reducing pizza-sliding in a square box, such as by incorporating anti-slide cover flaps into a carton.

Advantages of Non-square Boxes. Generally speaking, a non-square box has five advantages over a square box. First, a non-square box is “new and different.” So if you're looking to be viewed as unique and innovative, a non-square box does the trick. It's also a way of clearly differentiating your carton from that of the competition. Second, a non-square box accommodates creative cover shapes and, thereby, opens the door to high-impact box structures incorporating the integration of structure with graphics. (See GSI Photo Collage and GSI: Pizza Chain Brand-builder.) Third, due to the diagonal panels, a non-square box reduces pizza-sliding, or slice separation, that occurs during delivery — particularly when drivers are prone to making fast stops and cornering rapidly. Fourth, a non-square box has a smaller air space which, in turn, tends to promote heat conservation. Fifth, from a design standpoint, it tends to be easier to create a material savings with a non-square shape than with a square one, although that's not completely the case.

Drawbacks of Non-square Boxes. Generally speaking, the main drawbacks of non-square cartons are that (a) in certain design configurations they can project an unconventional image which might not correlate with the desired image of a pizza company (see Groundbreaking Little Ad), (b) the covers of non-square boxes tend to have slightly less surface area for printing, and (c) non-square boxes have diminished corner space for packing extra items. However, with creative design, all three of these drawbacks can be reduced or eliminated with most non-square cartons.

For further info on pizza carton types and structures and the impact of those structures on pizzeria marketing and operations, see Structural Options: Pros & Cons.

If you'd like to explore the idea of having a unique-shaped custom carton for your company, contact John Correll - 734-455-5830 or email john@correllconcepts.com. We likely can get you into a unique-looking custom box that will carry no additional packaging cost to your company ... in other words, free of charge. Please note — Correll Concepts is a packaging design specialist, not a box manufacturer.