From Chaos to Culture: How One CEO Inked His Way into a Brand Revival
When Mike Burns took the helm at &pizza, he wasn’t greeted by the usual trappings of corporate leadership. There was no corner office waiting for him—just a storefront and a kitchen. Showing up to what he thought would be a headquarters, he instead found a restaurant buzzing with the sounds and smells of pizza-making. It was a fitting introduction to a brand that’s never been about suits and ties, but about the people behind the pies.
Burns soon realized he wasn’t inheriting a company that just needed fine-tuning. &pizza had lost its spark. Its culture had thinned, its customers had cooled, and its operations were struggling. So, Burns did something bold—he revived a promotional campaign that once encouraged fans to tattoo the company’s signature ampersand. To his surprise, thousands responded. That level of devotion told him the fire was still burning under the surface. He joined them, tattooing the symbol on his own arm.
He knew, however, that passion alone wouldn’t fix what was broken. Burns began rebuilding from within, removing stale leadership and elevating team members who understood the grit of the kitchen. Experience mattered less than hustle. Executives became utility players. Titles blurred. The culture was reenergized, grounded in authenticity and raw creativity.
The changes rippled through the brand—from a dill pickle pizza jokingly dubbed “the Dickle” to mascots in wild costumes handing out slices in the streets. Weddings were held in shops. Dough was twisted into rings. And most importantly, people started believing again.
For Burns, it was a bartender’s blunt critique that stuck with him most: &pizza had lost its edge. That honesty cut through the noise, and it’s what continues to guide the revival. Now, with momentum rebuilding and loyal fans lining up again—not just for slices but for what the brand represents—Burns is doubling down on what made &pizza different in the first place.
“We’re not in the business of safe,” he says. “Because safe doesn’t get tattoos. And it definitely doesn’t bring people together like this.”
