But will it work? Market penetration could help consumers identify the differentiated movement, as they have for "better burgers." That could be eminent: Naked Pizza has already staked its claim to "ancestral grain," and the New Orleans-based concept is supposed to grow to hundreds of units in the next few years. The all-natural Neapolitan pizza movement has entered the mainstream with the growth of brands like Minneapolis-based Punch Pizza. If and when these brands grow like the Five Guys and Fuddrucker's before them, pizza can indeed expect to see the artisan-crusted edge of mainstream pizza bring up the rear.