Kirkland said Formula One was a "large pie" and there was more to the sport than hosting a grand prix, as Union Properties was proving with its MotorCity development in Dubai.

CNN: Middle East fuels Formula One's expansion

Papa Murphy's doesn't cater to a more affluent crowd, one that might pay extra to have salmon and feta sprinkled on an uncooked gourmet pie.

FORBES: Raw Deal

Its owner had a powerful incentive to ensure that each pie was as good as the previous one, because that would persuade people to come back for more.

ECONOMIST: Brands