A cult-favorite DC pizza chain with a brand-new NYC outpost is banking on stubborn, dollar slice-loving New Yorker’s receptiveness to an entirely new kind of concept -- and offering up free pizza as incentive.
&pizza -- which has 21 locations across DC, Maryland, Virginia, and Pennsylvania, and as of June 20, one just north of Madison Square Park -- is famous for its make-your-own, oblong-shaped pies, ordered in an assembly line style, à la Chipotle and Sweetgreen. After selecting your unlimited toppings from a spread of accoutrements behind the counter (we’re talking fig balsamic, mushroom truffle, and Italian sausage), your pizza creation makes its way to the oven on a conveyor belt, and 90 seconds later, emerges on the other side, ready to eat. Each pizza clocks in at around $11, and you also have the option of choosing from one of nine signature pies.
The process is incomparably efficient, but are New Yorkers really ready to sacrifice their re-heated, cash-only triangular slice for the sake of convenience and customization?