Through a tall glass front, murals of John F. Kennedy wearing Ray-Ban glasses, the Washington Monument imprinted on his right lens, clearly decorate an interior wall. Gleeful diners munch on thin-crust pizza, their faces and clothing providing visible color to an atmosphere otherwise defined by monotone aesthetics. From custom-made to-go boxes to the innovative conveyor-belt oven, almost every decoration is black, white or chrome. And then there is the trademark ampersand logo, which this exciting young chain ingeniously factors into their marketing.

At &pizza, experiences are served, not just lunch or dinner. They accomplish this in two equally important ways: by extending customers the freedom to personalize their pizza at no extra charge; and fostering a culture inside each location built upon community and friendliness.

“We are a brand which connects people through pizza,” says Sam Blum, communications manager of the local chain, a hybrid position which entails handling customer service, interacting with charities and media among other responsibilities.

This ambitious desire to bring people together around food is likable to both District residents and venture capital groups. In February, the three-year old company received a $10 million investment, less than six months after they pulled $1.9 million from another investor. Funding of this magnitude allowed &pizza this year to supplement their menu with home-brewed teas, house wines and seasonal offerings, like ‘Bacon Cheeseburger’ pizza and ‘Cherry Bomb’ craft soda in the spring; it also provided them with juice to expand to seven more communities, including both regional airports.

Without identifying specifics, Blum said that the fast casual chain will open in several new markets next year. “As for Washington, we will soon be opening our Barracks Row location, and both Chinatown and Columbia Heights are on the horizon.”

While a few preset pizza designs are available on the menu, most customers prefer “crafting” personal pies from among eight sauces, either freshly made mozzarella or a four-cheese blend, and any combination of nine vegetables, 11 proteins, 13 “finishes” and three oils. Colorful and fully customizable, this pizza truly realizes a childhood vision of future food. Personal pies slide through a 600-degree oven in a few minutes, emerging ready with mozzarella cheese melty and ‘39-day aged’ pepperoni perfectly crisp.

According to Technomic Inc., a Chicago-based market research firm, fast casual chains like &pizza accounted for $30 billion in sales from 2014, a 12.8 percent increase year-over-year, more than double the growth of any other restaurant segment. Driven by industry leaders like Chipotle Mexican Grill and Panera Bread, these restaurants differentiate themselves by offering high-quality, abundant ingredient options, a contemporary eating space and quick service. They sell at the $10 price point, maybe a dollar or two less or more.

While &pizza is a pretty textbook example of a fast casual restaurant, Blum explained that they prefer thinking of themselves differently.

“We understand that people will label us as a ‘fast casual’ brand, and that is fine, but we prefer focusing on developing our own brand,” Blum said. Take for instance, the location hereat.

“When designing the K Street location, we asked, being blocks from the White House, which president best embodies the values of &pizza? Well, it has to be JFK.” Blum went on to describe how “each store is designed to fit the community around it.”

• Gaithersburg shop rests on property that used to be farmland. There are chairs made from corrugated metal and art which abstractly depicts tractor tire tracks.
• Located in the theatre district, the E Street location uses theater lights to brighten the room. Frames from Three Ages, a Buster Keaton movie, live on the wall.

Their website displays a rotating slideshow of monochrome profile photographs: a skateboarder mid-trick after scaling a vertical ramp; the cockpit of a plane and the pilot who makes it fly; two men wearing cowboy hats, laughing together on a front stoop. Every character tells a different story. These images reinforce how &pizza is as much driven to develop local values as they are determined to create flavor combinations which bring guests back through their doors.

Blum periodically sipped White Birch beer soda throughout the interview, and at one point expressed lament over the drink’s color.

“Everything we sell needs to look like it belongs,” he said. “Some of our other sodas, like our ‘Ginger Pink Lemonade’ are vibrant colors. This kind of looks like water.”

For this quality control, the Washington Post last year recognized &pizza in their annual ‘Best of D.C.’ awards, honoring the attractive young company as the “best pizza” and “best vegetarian” options in the District. Additionally, they placed &pizza second on a list recognizing top “late-night spots.”

A high-energy music playlist rocks around some shops until 4 a.m. on Friday and Saturday nights. There are no television sets awkwardly dangling from the ceiling. No model sailboats or electric guitars to distract from the conversational atmosphere. The intention is minimalist, “clean and simple” according to Blum. Students, in particular, appreciate the late hours and overall flexibility.

“Their Dupont Circle location is very convenient for me and my friends,” said Harika Vallavhaneni, a George Washington University senior who has been enjoying &pizza since her fraternity Delta Epsilon held a party at the original H Street location three years ago. “We go there every weekend after hanging out.”

Other students positively reflected about interacting with &pizza “tribe members” – the title given to their passionate employees.

“Every time I go the people who work there are incredibly nice,” said Amy Lindsay, a graduate student pursuing a law degree. “They really encourage you to try different toppings. I got an egg on mine once. It was great!”

“Ultimately it is all about the team we put together and the experience we provide” Blum said, finishing the sentence with a grin. “That being said, I definitely think we serve a superior pizza.”