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More than 50 &pizza advisers accept the company’s ampersand, which it has trademarked, tattooed on their bodies. One agent has it categorical assimilate her ribs. Others accept it emblazoned on their chests, necks, wrists and abaft their ears.
Jovante Wood has about two dozen tattoos, but this is his aboriginal aggregation logo.
He got his aftermost tattoo, an alien amplitude burden that takes up best of his forearm, two weeks ago. Now he’s accepting a three-inch ampersand that’s allotment of the logo of &pizza, the District of Columbia-based aggregation breadth he has formed for 11 months.
“I like the business and how affable it is,” the 22-year-old said as a boom artisan injected ink into his bicep. “This is apparently my best job, ever.”
So, he says, he absitively to accomplish his charge to the aggregation permanent.
And he is not the alone one: Added than 50 &pizza advisers accept the company’s ampersand, which it has trademarked, tattooed on their bodies. One agent has it categorical assimilate her ribs. Others accept it emblazoned on their chests, necks, wrists and abaft their ears. The convenance has become so accepted that arch controlling Michael Lastoria now foots the bill for any artisan – and the casual chump – who wants to get inked.
“We’re not accomplishing this because we appetite [employees] to affirm their adherence to us like we’re some batty dictator,” said Lastoria, 36, who co-founded the fast-casual beanery four years ago. “We’re accomplishing it because we accept to our people. They adulation the symbol, they adulation the attending of it and they adulation what it stands for.”
The ampersand, he says, represents the company’s alertness to accept to its employees. It was a service-line artisan who aboriginal came up with the abstraction for the tattoos three years ago. Lastoria remembers cerebration it was a abundant idea: “It absolutely addled a chord,” he said. “So abounding advisers started adage they acquainted a claimed affiliation to the company.”
Lastoria calls his advisers “tribe members” and aftermost ages aloft the company’s starting allowance to $11.75 an hour. Advantageous for tattoos, he says, is addition way of assuming advisers that he welcomes their ideas.
“Outside of the actuality that the ‘&’ is allotment of our brand, we don’t attending at this as a branding opportunity,” Lastoria said. “What makes this appropriate for us is that the abstraction came from our people.”
As accumulated logos go, &pizza’s ampersand is about innocuous, advisers say. Alike if they end up abrogation the aggregation on bad terms, well, the attribute could beggarly aloof about anything.
“It’s aloof a a absolutely air-conditioned idea,” said Brittney Wilkins, 23, a about-face baton who aftermost year got a red ampersand abaft her appropriate ear. “Even if I don’t assignment actuality forever, I won’t be upset. It’s a fun abode to work, and I accept a lot of acceptable memories here.”
The company, which specializes in made-to-order pizzas that advertise for about $10, started in 2012 with one location. It has aback developed to accommodate 15 breadth food and about 374 employees.
Lastoria began advantageous for workers’ tattoos a brace of years ago. These days, he commonly hosts “casting calls” for groups of absorbed advisers to bead by a bounded boom studio, about BritishInk in Washington, for a chargeless session.
The aggregation is added extending the action of a chargeless boom to its customers, too. Back &pizza opened its aboriginal Baltimore breadth in May, it promised tattoos – and chargeless pizza for a year – to the aboriginal bristles bodies in line. Eight bodies concluded up with “&” tattoos. They included a woman in her 50s who had never gotten a boom before, and a man who got one that took up about his absolute bicep.
“We tend to acclaim that it’s abate in size, but if somebody absolutely wants to go for it, they’re acceptable to,” Lastoria said. “Everyone has a altered abstraction of what a boom should be and how big it should be.”
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Long afore Lastoria got into the pizza business, he fabricated a name for himself in marketing. He founded Innovation Ads, a media casework firm, in 2002 and awash it four years afterwards to Seaport Capital, a New York-based private-equity firm. He spent the abutting several years alive in announcement and allowance added companies absolute their branding.
But, Lastoria says, he was agog to actualize his own product. He and co-founder Steve Salis absitively on pizza, he says, in allotment because it was so familiar. (Salis is no best with the company.)
“Everybody knew pizza, but we capital to amount out how to do it better,” he said. “We capital to accomplish it customizable and quick.”
But conceivably alike added important was the company’s branding. Lastoria and Salis spent a year and a bisected advancing up with the name &pizza – meant to represent the access amid bodies and pizza, he said. It took addition seven or eight circuit of designs to appear up with the appropriate ampersand, which they custom-built with a artist in New York.
“This isn’t aloof your accepted ampersand,” Lastoria said. “It’s got curves. It’s got personality. We capital a attribute that was iconic but could additionally angle on its own.”
Stephanie Neville was amid the aboriginal advisers to get a aggregation tattoo. She got chastening aback in 2014, afterwards actuality answer to abundance leader.
“I had to absolutely anticipate about it because I don’t get tattoos
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