DUBAI: Ramadan is marked by fasting throughout the day and eating at suhoor and iftar. However, takeaway restaurant firm Pizza2Go claims an estimated 25 percent of food goes to waste during the holy month, which goes against the principles of Ramadan.
So, to address the issue, Dubai-based Pizza2Go has launched its three-quarter pizza box, a normal pizza but with 25 percent removed to eliminate wastage.
The reduced-size pizza costs 44 dirhams ($12), with normal ones ranging in price between 33 dirhams and 65 dirhams, and 25 percent from the sale of every three-quarter-sized pizza will be donated to the UAE charity organization Emirates Red Crescent.
The campaign was inspired by creative shop MullenLowe whose regional executive creative director for the Middle East and North Africa, Paul Banham, said: “The three-quarter pizza box is just like any other pizza except for one important difference: We have one slice missing.
“It’s a great idea and opportunity to help solve a huge problem while also tying in with the spiritual side of the holy month of Ramadan.”