Pizza
German food brand.
Last updated August 31, 2026
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Overview
&pizza is an American fast-casual restaurant brand focused on made-to-order, personal-sized pizzas with an oblong shape. The company opened its first restaurant on H Street in Northeast Washington, D.C., in July 2012. Founded by Michael Lastoria and Steve Salis, the concept was designed to make pizza ordering more personalized and interactive, with customers selecting combinations of dough, sauce, cheese, and toppings in a format often compared with the customization model of other fast-casual chains. The brand differentiates itself through more than its menu. Each restaurant is intended to reflect its surrounding neighborhood, and local artists have been involved in designing store interiors. This approach gives individual locations a distinct visual character while maintaining a common brand system built around the ampersand symbol. Some restaurants also serve beer, wine, and cocktails, extending the concept beyond a purely counter-service pizza shop. &pizza developed primarily across the Mid-Atlantic and neighboring northeastern states. The company received a $25 million investment from AVALT in 2016, supporting expansion into New York City, where the first location opened in June 2017. In the same period, it announced a joint venture with Milk Bar for a Harvard Square location in Cambridge, Massachusetts, and later disclosed funding from RSE Ventures. Michael Lastoria, who became the company's chief executive after Steve Salis's departure from that role, has also served as creative director, linking operational leadership with the brand's design-oriented identity. The chain has used highly visible cultural and promotional programs to build awareness. Its annual Pi Day wedding event, begun in 2015, offered selected couples pizza, cake, alcohol, officiants, and photography at its restaurants. The company has also paid for tattoos of its ampersand logo for participating employees. These initiatives reinforced the brand's community and employee-culture messaging, although the tattoo program and the term "tribe members" drew criticism from an advocacy group associated with Harvard Square. The company has also taken public positions on labor policy, including advocacy in Congress for a federal $15 minimum wage by 2023. Its brand and growth received media and industry recognition: The Washington Post characterized it as a modern, Chipotle-like approach to pizza; Washington City Paper named it the best pizza in Washington, D.C., in 2017; Restaurant Business placed it at number 12 on its 2017 Future 50 list; and Fast Company included it among the World's Most Innovative Companies in 2018. In 2025, &pizza introduced a franchise program intended to extend the chain beyond its traditional company-operated Mid-Atlantic footprint. The brand subsequently became part of Latitude Food Group, a restaurant holding company that also owns Tijuana Flats. By 2026, multi-unit franchise agreements had been signed for Florida, Georgia, North Carolina, and South Carolina, while a company-owned restaurant was being developed in Las Vegas. In May 2026, the company announced a multi-unit international franchise agreement with The 90s Venture to develop 10 restaurants in India by 2032, with the first planned for Mumbai in 2027. The available material does not establish the company's financial performance, ownership percentages, or a complete current store-level operating breakdown.
History
&pizza was established in Washington, D.C., by Michael Lastoria and Steve Salis. Although the business was initially known as H&pizza, its first restaurant opened in July 2012 on H Street in Northeast Washington under the &pizza identity. The original concept centered on a fast-casual service model in which guests could build personal oblong pizzas from a range of bases, sauces, cheeses, and toppings. This made customization and speed central to the operating experience rather than treating them as secondary options to a fixed menu. The founders also developed a brand system intended to distinguish the chain from conventional pizza restaurants. Locations were adapted to their neighborhoods, with local artists contributing to interior design. The resulting restaurants shared an identifiable visual language while allowing each site to have a local character. Some locations added beer, wine, and cocktails, broadening the concept's use beyond quick weekday meals. The company also emphasized a strong internal culture, including a program under which it paid for participating employees to receive tattoos of the ampersand logo. Steve Salis served as chief executive from the company's founding until 2015. Michael Lastoria subsequently became chief executive and continued to serve as creative director, maintaining an unusually direct connection between management and the brand's visual and experiential direction. In 2016, &pizza received a $25 million investment from AVALT. The financing supported expansion plans, including entry into New York City. The company opened its first New York restaurant in June 2017. Expansion and partnership activity continued in 2017. &pizza and Milk Bar announced a joint venture connected with a planned Harvard Square location in Cambridge, Massachusetts. Later that year, the company announced funding from RSE Ventures. These developments reflected an effort to grow the chain while preserving a differentiated, design-conscious identity. The Washington Post described the concept as a modern pizza shop and compared its customization model with Chipotle's assembly-line approach. Industry and local recognition followed: Washington City Paper named it the best pizza in Washington, D.C., in 2017, Restaurant Business ranked it 12th on its Future 50 list of fast-growing small restaurant concepts, and Fast Company included it on its 2018 World's Most Innovative Companies list. Marketing became an important part of the brand's public profile. Beginning in 2015, &pizza used Pi Day for an annual wedding promotion in its restaurants, providing selected couples with pizza, cake, alcohol, officiants, and photography. In 2018, the company said that the program had produced more than a dozen weddings across locations in Washington, D.C., Baltimore, New York, and Philadelphia. The chain also advocated in Congress for a $15 minimum wage by 2023, linking its brand communications to a labor-policy position. Some elements of the employee-culture program attracted criticism. The Harvard Square advocacy group Our Harvard Square objected to the company's encouragement of employee logo tattoos and its use of the term "tribe members" for employees. Separately, &pizza was involved in a trademark dispute with @pizza, a UK-based chain. The litigation lasted roughly three years and included proceedings in the District Court and the D.C. Circuit Court of Appeals; claims involving trespassing and copyright infringement were dismissed in 2020. In 2025, &pizza introduced a franchise program as a new growth mechanism. The initiative was intended to take the brand outside its traditional company-operated Mid-Atlantic base through multi-unit franchise arrangements. The company later became part of Latitude Food Group, a restaurant holding company that also owns Tijuana Flats. By 2026, franchise development had been agreed for Florida, Georgia, North Carolina, and South Carolina, and the company was developing a company-owned restaurant in Las Vegas. In May 2026, &pizza announced its first international franchise agreement. Under a multi-unit development deal with The 90s Venture, the partners planned to open 10 restaurants in India by 2032, with Mumbai identified as the location for the first planned restaurant in 2027. Company executives said India had generated more international franchise interest than any other market and that the initial rollout would concentrate on one region before a broader national expansion. The available reference material describes the planned expansion but does not establish later openings, financial results, exact ownership percentages, or a complete current store count beyond the reported 55-location footprint.
- 2026
Southeastern U.S. franchise development
[1]Multi-unit franchise agreements are reported for Florida, Georgia, North Carolina, and South Carolina, while a company-owned Las Vegas location is under development.
- 2026
First international franchise agreement
[1]The company announces a development agreement for 10 restaurants in India by 2032, beginning with a planned Mumbai opening in 2027.
- 2025
Franchise program launches
[1]The company begins franchising as part of a strategy to expand beyond its traditional Mid-Atlantic footprint.
- 2025
Joins Latitude Food Group
[1]&pizza becomes part of Latitude Food Group, a restaurant holding company that also owns Tijuana Flats.
- 2020
Trademark litigation claims dismissed
[1]Claims in the long-running dispute between &pizza and @pizza concerning trespassing and copyright infringement are dismissed.
- 2018
Fast Company innovation recognition
[1]&pizza appears on Fast Company's World's Most Innovative Companies list.
- 2017
New York entry and Milk Bar partnership
[1]&pizza opens its first New York City restaurant and announces a Harvard Square joint venture with Milk Bar.
- 2017
Recognition in Washington and restaurant-industry rankings
[1]The chain is named Washington City Paper's best pizza in Washington, D.C., ranks 12th on Restaurant Business's Future 50 list, and receives broader media recognition.
- 2016
AVALT investment supports expansion
[1]The company receives a reported $25 million investment from AVALT and prepares for expansion into New York City.
- 2015
Leadership transition and Pi Day wedding tradition
[1]Steve Salis leaves the chief executive role, and the company begins its annual Pi Day wedding promotion.
Products and positioning
A design-led, neighborhood-oriented fast-casual pizza chain emphasizing personalization, quick service, local restaurant identity, digital convenience, and a distinctive employee and community culture.
Pizza · 2012
Customizable oblong pizza
The signature offering is a personal-sized, oblong-shaped pizza assembled to order. Customers choose from available dough or pizza bases, sauces, cheeses, and toppings, allowing the product to be tailored during the ordering process. The format combines a relatively quick counter-service experience with the personalization associated with build-your-own fast-casual restaurants. The exact menu mix can vary by location.
Beverages
Beer, wine, and cocktails
Selected &pizza restaurants serve alcoholic beverages, including beer, wine, and cocktails. These offerings support the chain's positioning as a neighborhood-oriented restaurant rather than solely a quick-service takeaway operation. Availability depends on local restaurant formats and applicable regulations.
Beverages
Non-alcoholic beverages
The chain also offers non-alcoholic drinks alongside its pizza menu. The reference material confirms the category but does not provide a complete beverage list or identify specific products consistently available across all restaurants.
Controversies
2020
Trademark dispute with @pizza
&pizza was involved in a roughly three-year legal dispute with @pizza, a UK-based pizza chain. The case included claims concerning trespassing and copyright infringement and proceeded through federal district court and the D.C. Circuit Court of Appeals. The claims were dismissed in 2020.
2018
Criticism of employee branding practices
Our Harvard Square criticized the company's practice of encouraging employees to obtain tattoos of the &pizza logo and its use of the term "tribe members" for employees. The available material describes public criticism rather than a regulatory finding or judgment.
Marketing campaigns
- 2023Minimum-wage advocacy
United States
The restaurant advocated in Congress for a $15 minimum wage by 2023, associating the company with a public labor-policy position.
Outcome. The available reference does not document a specific legislative result attributable to the campaign.
- 2015Pi Day weddings
United States · Washington, D.C. · Maryland · New York · Pennsylvania
Beginning in 2015, &pizza used Pi Day as an annual experiential promotion by holding weddings in its restaurants. The package included pizza, cake, alcohol, officiants, and photography for participating couples.
Outcome. The event became a recurring brand tradition. In 2018, the company reported hosting more than a dozen weddings across Washington, D.C., Baltimore, New York, and Philadelphia.
- 2015Employee ampersand tattoo program
United States
The company offered to pay for employees who chose to receive a tattoo of the &pizza ampersand logo, making the brand mark part of its employee-culture and recruitment narrative.
Outcome. The program generated attention but was also criticized by the Our Harvard Square advocacy group in connection with broader concerns about the company's employee branding.
Brand decisions
2026
Approve first international franchise development in IndiaStrategyBackground
After beginning domestic franchising, the company identified international franchise interest and chose India as its first reported international market.
Action taken
&pizza signed a multi-unit development agreement with The 90s Venture for 10 restaurants in India by 2032, with Mumbai planned as the first location in 2027.
Aftermath
The planned rollout was described as regionally focused at first, with possible broader expansion across India later. The reference does not confirm that the planned restaurants had opened.
2025
Launch franchising beyond the Mid-AtlanticStrategyBackground
The chain had historically concentrated on company-operated restaurants in the Mid-Atlantic and nearby northeastern states.
Action taken
&pizza launched a franchise program and began pursuing multi-unit franchise development agreements.
Aftermath
By 2026, agreements had been signed for several southeastern states, and a company-owned Las Vegas restaurant was being developed.
2025
Join Latitude Food GroupM&ABackground
The company sought a broader restaurant holding-company structure while continuing its expansion strategy.
Action taken
&pizza became part of Latitude Food Group, whose portfolio also includes Tijuana Flats.
Aftermath
The transaction placed &pizza within a multi-brand restaurant platform. The available material does not disclose transaction value or ownership terms.
2017
Announce Harvard Square joint venture with Milk BarM&ABackground
The brands pursued a collaborative location combining &pizza's pizza concept with Milk Bar's bakery identity.
Action taken
&pizza and Milk Bar announced a joint venture to open a location in Harvard Square, Cambridge, Massachusetts.
Aftermath
The partnership increased the visibility of the brand's neighborhood and collaboration-oriented growth model, although the available material does not provide further operating results.
2016
Use AVALT investment to support geographic expansionStrategyBackground
After establishing its Washington-area presence, the company sought capital to expand its restaurant footprint, including entry into New York City.
Action taken
&pizza accepted a reported $25 million investment from AVALT and used the expansion financing to support its next phase of growth.
Aftermath
The company opened its first New York City location in June 2017.
Investment. $25 million investment (2016)
Recent events
Reported
Playmaker and &pizza launch college athlete partnership[3]
Playmaker announced the launch of a college athlete NIL partnership with &pizza, with participating athletes able to earn money and receive prizes through the campaign.
Reported
Uber Eats introduces @Pizza[4]
Uber Eats introduced @Pizza, a national brand comprising curated local pizzerias that users can order from through Uber Eats.
Sources5 sources
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