Interview: Michael Lastoria Founder Of &pizza

Michael Lastoria, Founder of DC's hip, casual dining chain &pizza, has certainly made his mark on the District and then some. With fourteen locations and counting, &pizza has quickly become one of the most successful small businesses in the region and shows no sign of slowing down. We asked Michael how he came to develop and succeed with his concept and what makes those oval shaped pies so damn irresistible. When setting out to create a new pizza recipe and casual dining brand, what were the elements that you knew you had to stay true to in order to set you apart from competitors? A few things rose to the top. First, and this one may sound obvious, but as a way to differentiate ourselves from the competition, we knew we had to keep it fresh. It was imperative that we innovate on every level, from store design to original recipes to product offerings. Second, we wanted to create a brand-driven company. We wanted the brand itself to stand for something; to represent more than just another pizza company, for people to want to be aligned with it, want to rep it. And thirdly, we knew we wanted it to be a community. We wanted everyone who walked in the door to feel like they were a part of something.