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This pizza comes delivered in a box made out of pizza

[A pizza in a box made of pizza? That’s meta/Twitter]

Just when you thought Williamsburg, Brooklyn, had reached peak hipster, they went ahead and invented the pizza box pizza.

What is a pizza box pizza? Well, it’s pretty much like it sounds: it’s a pizza box made entirely out of pizza! Vinnie’s Pizzeria gleefully announced the new invention on Twitter on Wednesday:

In a post about the pizza box pizza on the website Reddit, a number of users pointed out a number of valid concerns.

RheaButt wrote: “The point of a box is to make sure the pizza stays clean and transportable, this thing takes away both functions by becoming inedible.”

Indeed, the idea of eating a pizza that has been sitting unsheathed directly on the back seat of a delivery guy’s car is a little unsavoury.

In fact, the pizza box seems to negate the very purpose of a box, which is not to be delicious, but rather to keep your pizza free of yuckiness on the way to your house.

Yes, when it comes to this pizza box pizza, we smell a gimmick. That being said, an examination of Vinnie’s Pizzeria’a Twitter feed, the place has come up with some pretty outstanding — and timely — gimmicks.

Just last week, the pizzeria released four Prince themed menu items, including When Doves Fry, Purple Romaine, and Little Bread Corvette. They also made a pizza that comes loaded with a variety of appetizers in honour of 4/20, and a slice covered in Lucky Charms for St. Patrick’s Day.

Their latest invention has certainly earned them the world’s attention — the box has been mentioned by media around the world, and the pizza has been retweeted almost 2000 times. All this is to say, if it’s a gimmick, it’s a pretty darn good one.