A recent attempt by KFC to “disrupt the pizza industry” makes you wonder: Does every fried-chicken restaurateur secretly want to own a pizza joint instead?

Maybe not, but KFC apparently does aspire to be something more than a chicken-bucket chain, especially after it redesigned one of its Manhattan stores this week to resemble a classic New York pizzeria.

The brand recently launched the new Chizza, which sounds a lot like pizza and sort of looks like it—minus the esthetic allure of the real thing. Launched on February 6 and available through March 31, the Chizza is really just a fried chicken filet topped with marinara sauce, melted mozzarella and pepperoni.

To publicize the new LTO, KFC and its creative agency, MullenLowe, has redesigned the interior and exterior of a KFC store on 14th Street to simulate the look and feel of a pizza shop, with little décor notes like neon signs and a celebrity wall. Customers got to try the Chizzas for free and scored Chizza merch by signing up for KFC’s new loyalty program launched in early February.

Meanwhile, KFC’s accompanying Chizza ad creative features social media personality GrannysOffHerRocker as an Italian “nonna,” assuring viewers that the menu item is Chizza, not pizza. Yes, Granny, we figured that out.

In a statement—or should we call it an overstatement?—to Adweek, Enrique Camacho, senior vice president and group creative director for MullenLowe, explained the thinking behind the promotion. “Because pizza is an iconic New York City food, and we feel as though we are disrupting the pizza industry with KFC’s newest mashup, we thought it would be clever to disrupt and transform one of the most iconic KFC locations in Manhattan into the world’s first Chizzeria as an ode to the Big Apple’s beloved and most well-renowned food,” he said.

All we know is, if KFC is truly “disrupting the pizza industry” with its “chizzeria,” Pizza Hut, its sister brand, might be surprised to hear it.