A subtle but proper malaphor, this is a mash up of “carve out a niche” (supplying a product for a particular segment of the market) and “a piece of the pie” (a share of something). The mind might be visualizing carving a pie and hence the mix up. Also both expressions concern a focus on a small part of a greater whole. I think the next time I order dessert I will ask for a niche of pie, and see what reaction I get. If the waiter quickly writes down the expression I will know the malaphor love is spreading. A big thanks to Martin Pietrucha for hearing this one and sharing it with malaphor central.