Off Beat Pizzeria Marks Tribe With Ampersand Tattoo

Branding is key to pizzeria success–but a growing Washington, D.C.-based fast-casual chain is inviting its employees to ink their own bodies with its distinctive mark.

The Washington Post reports &pizza is offering employees (the company calls them its "tribe") complimentary tattoos at Britishink Tattoos, six blocks from the original &pizza on H Street Northeast. This past week alone, 15 tribesmen visited the tattoo parlor to ink their loyalty with the non-traditional company's ampersand. &pizza, which has grown to 13 sites since its founding in 2012, started offering the "benefit" a year ago and even extends the offer to customers who spend $1,500 on pizza. &pizza co-founder Michael Lastoria says if his company reaches an undisclosed goal, he'll adorn himself with the largest ampersand tattoo of all. The quirky pizzeria offers unusual soda flavors like passion fruit and mango while encouraging staff dancing and Pi Day (March 14) weddings.

Read more about the human branding project that helps this inner-city pizzeria share its core values and celebrates oneness.