THE CEO of a major pizza chain has made a bold move to win back customers – by permanently cutting all pizza prices to just $12.
The decision was announced by Mike Burns, head of &pizza, which has outlets across Washington DC, Maryland, Virginia, New Jersey and Pennsylvania.
It follows growing complaints that the menu was confusing and prices were creeping too high.
“We just felt we were nickel and diming people,” Burns said.
“The restaurant industry has been nickeling and diming customers for years – including us. We are stopping that.”
The chain, known for its long, oblong pizzas and edgy branding, has scrapped its complicated pricing structure.
Before the change, customers could pay up to $13.99 for a build-your-own pie, with extra toppings costing $1.50 each.
Now, it’s a flat $12 – no matter how many toppings.
“Previously, one of our pies that was listed at $12.99 is significantly more expensive once you add additional toppings at $1.50 each.
So in reality, a $12.99 American Honey with, say mushrooms, was $14.49,” Burns told The Daily Mail.
The simplified pricing aims to reduce confusion at the till and improve the overall customer experience.
The message is clear: what you see is what you pay.
It’s not just pizzas getting cheaper. Knots, cookies, and drinks have all been slashed in price.
Knots are now a set $6, instead of ranging between $5.99 and $6.49.
“Our knot pricing was also all over the place and I couldn’t tell you a good reason why — so now they are all $6,” Burns added.
Cookies have dropped to $1 – a huge cut from the previous $3.49.
“Selling was a loose term, because nobody’s buying a cookie for $3.49,” the CEO admitted.
Canned drinks now start at just $2, except Coca-Cola which remains at $3.49.
A new combo meal, a half cheese pizza and a drink for $7, has also been introduced, targeted at lunchtime diners and customers looking for a quick, affordable bite.
Not known, clear with picture deskBefore the change, customers could pay up to $13.99 for a build-your-own pie, with extra toppings costing $1.50 each[/caption] Not known, clear with picture deskAccording to Burns, discussions with future franchise partners played a major role in shaping the new pricing strategy[/caption] Not known, clear with picture deskBurns said the company is taking a community-first approach to franchising[/caption]The move is part of a wider effort to draw more people into stores after a period of declining traffic and high inflation that’s hit much of the restaurant industry.
Founded in 2012, &pizza is now aiming for 300 locations by 2030.
In March, the company announced it would begin franchising, with expansion focused on the DMV (District of Columbia, Maryland, Virginia) and broader Mid-Atlantic regions.
Burns said the company is taking a community-first approach to franchising.
“The ampersand stands for unity and bringing communities together, and we feel like in order to do that, the owner of those restaurants has to live in those communities,” he told QSR.
“If we’re going to develop in El Paso, Texas, or Tallahassee, Florida, or Charlotte, North Carolina, the person should live in that market because they know the people, they know the area.”
According to Burns, discussions with future franchise partners played a major role in shaping the new pricing strategy.
Fast Food meal deals
Here are some of the current value meals offered by popular fast food joints.
Here are some of the current value meals offered by popular fast food joints.
Taco Bell’s $7 Luxe Cravings Box:
Chalupa Supreme Beefy Five-Layer Burrito Double Stacked Taco Chips and nacho cheese sauce Medium drinkMcDonald’s $5 Meal Deal:
McDouble or McChicken sandwich Four-piece Chicken McNuggets Small fries Small soft drinkWendy’s $5 Biggie Bag:
Junior Bacon Cheeseburger or Crispy Chicken Sandwich Four-piece chicken nuggets Junior fries Small soft drinkBurger King’s $5 Your Way Meal:
Whopper Junior, Chicken Junior, or Bacon Cheeseburger Fries Four-piece chicken nuggets Soft drink“We’ve had dozens of discovery days with potential franchisees, and across each a common question has been ‘can we reduce pricing?’
Or ‘your pricing structure is too high.’ So we listened,” he said.
While there are no immediate plans for a West Coast rollout, the interest from investors has been stronger than expected.
“It just shows that there’s passion for the brand.
“We feel we’re different than normal fast-casual pizza, but we hope that the people out there see that potential to grow their personal wealth.”
The decision comes at a time when restaurant chains across America have come under fire for raising prices amid rising costs. Inflation, supply chain issues, and tariffs imposed under former President Trump all played a role.
Pizza Hut, one of &pizza’s biggest rivals, has suffered repeated financial blows.
In 2024, one major franchisee put 127 stores up for sale. The brand’s same-store sales fell by 2 per cent in the first quarter of 2025.
Other fast-casual restaurants have also hiked prices in recent years. Industry experts revealed that Waffle House, for example, has increased its menu prices by a staggering 96 per centover the past five years.
Burns is confident the gamble will pay off. “We hope that by being transparent, consistent, and fair, we can earn back the trust of our guests. That’s what this is all about,” he said.
&PizzaThe simplified pricing aims to reduce confusion at the till and improve the overall customer experience[/caption] Read More Details
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