A Brand’s Experience, The Future of Vegan & Youth Energy



Branding: the ever so important and crucial part of standing out in a sea of sharks and daggers. I see a lot of shitty branding out there. A lot of people who either don’t think it’s important or simply just don’t know how terrible their branding is.

Now, I’m not saying great branding makes your food better at all. Let me ask you this though, doesn’t a fresh fit make you look and feel better? Why wouldn’t people want that same feeling in their restaurant? I’m not one to “love” a hole in the wall. I don’t care how delicious your food is. If it looks like you got roaches you probably do.

I love going out to eat at new places for so many reasons. I get so much excitement from seeing how people set up their space, what kind of plates and small wares they use, what the bathroom looks like, etc etc. It’s more than just the food to me it’s the experience. It’s something to really think about when you’re creating your vision. What does it look like? What does it feel like? If you don’t give a shit. I respect that too, maybe think about hiring that out though.

Anyone can make a half-decent pizza out of an Ooni, but not everyone can create an experience. What’s yours?


The fact that I’m running an all vegan restaurant in LA comes up a lot in conversation with my pizza mates.

Now I don’t know if they are being 100 percent sincere, or if they are low-key throwing shade, but I often hear things like, “I love your concept and you’re so brave to be all vegan, but that would never work in [fill in any city].”

I hear, “…yea, but LA is different.” all the time.

People will think up any explanation for when something doesn’t fit into their box of thinking. I am confident enough that I believe I could open anywhere with great results. Good food is good food, good vibes are good vibes, and good people attract other good people.

It’s time to stop acting like “vegan” is a trend too. This shit is the future. So get on board or someone else will and you’ll see just how popular that place is in [fill in any city].



“It takes a very long time to become young.” ― Pablo Picasso

I hear a lot of tired shit about young people. There was a whole discussion about it at the pizza expo.

I find it funny how people define “hard work.” Just because you worked for $5 an hour when you were 12 in the 90s doesn’t mean someone is gonna do the same. Covid created an atmosphere for employers to start asking people what they can offer them, instead of the other way around.

It’s about paying a little more, respecting people’s time, and not being a shitty person. I’ve had tons of rad young people work for me, not because of luck, but because I’m not an asshole. I treat every individual like a person, not fucking aliens from a planet called tik-tok.

Youth energy is some of the most potent shit out there. It is curious, excited, irrationally passionate, and spontaneously stupidity. Most of these old dudes who are complaining about them are probably just jealous. If you’re having problems hiring, I’d take a long look in the mirror and try to think about what you could change, instead of putting it all on a generation that will become a better future you.



Virgil dropped this incredible resource for building a brand. It’s not all laid out for restaurant consumption but there is a TON of badass info. RIP to this legend.

Love, crust, and pizza dust,

Alex Koons

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