Mike Burns, CEO of &pizza, announced a bold new pricing strategy aimed at making the fast-casual pizza chain more affordable and easier to understand. Known for its long, oblong pizzas and edgy style, &pizza operates across Washington DC, Maryland, Virginia, New Jersey, and Pennsylvania. The company has faced complaints about confusing menus and rising prices, prompting this major change.
Flat $12 Price for All Pizzas Makes Ordering Simple
Previously, customers paid up to $13.99 for a build-your-own pizza, with extra toppings costing $1.50 each. This often made pizzas more expensive than advertised. Now, &pizza charges a flat $12 for any pizza, no matter how many toppings you add. CEO Mike Burns said, “We just felt we were nickel and diming people. The restaurant industry has been doing that for years — including us. We are stopping that.” The new pricing means customers pay exactly what they see on the menu, reducing confusion at checkout.
Lower Prices Across the Menu
The price cuts don’t stop at pizzas. Knots are now a consistent $6, down from a range of $5.99 to $6.49. Cookies, once priced at $3.49, have dropped dramatically to just $1 because sales were low at the higher price. Canned drinks start at $2, except Coca-Cola which stays at $3.49. To appeal to lunchtime crowds and quick bites, &pizza also introduced a $7 combo meal including a half cheese pizza and a drink.
Focus on Community and Smart Growth
Founded in 2012, &pizza plans to grow to 300 stores by 2030. The company recently began franchising, focusing on the DMV (District of Columbia, Maryland, Virginia) and broader Mid-Atlantic areas. Burns emphasized a community-first approach, wanting franchise owners to live locally so they understand and connect with their neighborhoods. Franchisees’ feedback played a big role in the price cuts — many said prices were too high and asked for reductions.
Challenges Facing the Restaurant Industry
Like many in the restaurant business, &pizza has faced rising costs due to inflation, supply chain issues, and tariffs from the Trump administration. Competitors such as Pizza Hut have struggled, with declining sales and store closures. Waffle House raised prices by nearly 96% over five years. Against this tough backdrop, &pizza hopes its new transparent pricing will attract more customers and build loyalty.
Burns Confident in the Future
“Our goal is to be transparent, consistent, and fair, so we can earn back the trust of our guests,” Burns said. With simpler prices and community-focused growth, &pizza aims to stand out in a competitive market and recover from recent challenges.
&pizzas’s pricing overhaul makes ordering straightforward and affordable, addressing customer concerns while supporting plans for major expansion. By listening to franchisees and focusing on community ties, &pizza hopes to strengthen its brand and grow steadily over the coming years.
