When Mike Burns took over as CEO of &pizza, he promised to bring the chain back to its radical roots. Part of that playbook has included brash, attention-grabbing guerrilla marketing. Its latest LTO, Marion Berry Knots, is designed to be more of the same—but detractors say the brand has taken it too far this time.
A day after &pizza announced the Marion Berry Knots—the name of which appears to be a nod to former Washington D.C. Mayor Marion Barry—the former mayor’s widow, Cora Masters Barry, called the move “racist and disrespectful.” Barry’s comments were made to DC News Now.
The 50-unit chain, based in Washington D.C., designed the Marion Berry Knots as a limited-time offering. For $5, customers can get the sweet, doughy knots filled with marionberries and finished with a vanilla icing drizzle. The addition of a “generous dusting of powdered sugar” and different marketing materials surrounding the Marion Berry Knots may or may not be allusions to the former mayor’s 1990 arrest for crack cocaine.
Related: CEO Mike Burns Dives Into the Plan to Get &pizza Back to Its Radical Roots
“We like to have a little fun—just like the city we call home,” Burns said via press release when the knots were launched. “The Marion Berry Knots are a playful addition to our menu, and it’s up to our guests to decide if they’ve crossed any lines. One thing is certain: they’ll be hard to resist.”
Speaking to DC News Now, Masters Barry isn’t amused and said &pizza had not contacted her about the new menu item. “I just think it’s racist,” she said. “In this city, it is outrageously racist. You can print that. It’s racist and disrespectful.”
Given an opportunity to respond to Barry’s comments, Burns told DC News Now, “We’re talking about a marionberry, that’s spelled with an ‘e’. We stuff that into a knot, drizzle it with icing and then top it with powdered sugar. It’s delicious—we can’t wait for D.C. to try it.”
It’s been a busy year for &pizza, which has included the relaunch of its popular Farmer’s Daughter pie and its counterpart, the Farmer’s Other Daughter. The brand’s loyalty program, the “Dead Presidents Club,” has also hit new heights, crossing 200,000 members just six months after its debut in March. The program offers &pizza loyalists spontaneous rewards, promotions and perks, keeping members engaged with surprise offers that range from complimentary pies to birthday celebrations.
Founded in 2012, &pizza has locations across the East Coast—from New Jersey to Virginia.
“The brand prides itself on being mission-driven and socially conscious,” a press release issued by &pizza noted. “&pizza advocates for fair wages, high-quality ingredients and real community impact, standing apart from corporate ‘Big Pizza’ culture by delivering more than just good food.”
