When Michael Lastoria, founder of the restaurant chain &pizza, opens his 23rd location next week in New York, he’ll give a few customers the chance to claim a year’s worth of free pizza—if they get a tattoo of an ampersand, his company’s logo. He’s confident he’ll get takers. His employees have been signing up for tattoos for years. He’s not, he insists, “some insane dictator,” who wants to stamp his image on others. He thinks he’s tapped into a new way young people relate to food, one that’s rooted in our desire to find ourselves in what we eat. I talked to Lastoria at the Washington Ideas Forum this week about his company and the “Chipotlification” of the fast food industry.
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