Drug-themed "Marion Berry Knots" by &pizza spark activist boycotts

Catch up quick: The prolific chain launched the marionberry-filled sweets Monday, hyping "&pizza cracks open a new threshold for dessert with knots so good it's likely a felony."

• The knots are dusted with "enough powdered sugar … to force the DEA to look twice," according to marketing materials, which also include photos of cocaine-like white powder on mirrors and in baggies.
• &pizza is only offering the knots in the District, not all of its 50+ Mid-Atlantic locations, saying they "may not be the perfect dessert, but they're the perfect dessert for D.C."

Zoom in: Much of D.C. disagrees. Barry's widow, Cora Masters Barry — whose stepson with the late mayor died of a drug overdose at age 36 — called the stunt "racist and disrespectful," according to DC News Now.

• Councilmember Christina Henderson denounced the marketing as "tone deaf and hella disrespectful."
• Activist Ronald Moten said in a social media statement: "You can't spit on Marrion Barry's grave and think there won't be consequences."

Context: D.C.'s "mayor for life" was charged and jailed for crack cocaine possession (and re-elected after).

• The city battled a vicious crack epidemic in the '80s and '90s, which disproportionately impacted Black and brown communities.

The other side: New CEO Mike Burns seems tied to the knots, which he calls "a winning ticket."

• He tells Axios in a statement: "We're talking about a marionberry, that's spelled with an 'e'. It's delicious – we can't wait for D.C. to try it."

Driving the news: Community leaders are meeting to develop a boycott strategy, Moten, who's also behind D.C.'s upcoming Go-Go Museum, tells Axios.

• They'll hold a press conference on Wednesday at the &pizza on U Street, and plan to gather crowds for boycotts of three locations — likely U Street, H Street NE and Connecticut Avenue — on Friday night.

What they're saying: "[Burns] has no regard for our feelings and the legacy of Marion Barry," Moten tells Axios. "We have to teach people a lesson as to why it's important to stand up and not support this guy."

Flashback: The "anti-establishment establishment," as the company bills itself, launched on H Street NE in 2012 as a wannabe disruptor in the pizza market, hyping a "socially conscious vision," living wages and customizable toppings on oblong-shaped crusts.

• Guerilla marketing started early. "Tribe members" (aka employees) "signed their allegiance to the brand" with ampersand tattoos. The company offered to brand customers, too, in exchange for a year's-worth of free food.
• Co-founder Steve Salis moved on to acquire Ted's Bulletin, Kramer's and launch a real estate company (with some litigious results). Business partner Michael Lastoria, aka "Pizza Jesus" — it's a vibe — stepped into an advisory role this year for Burns (freshly tatted) to take the reins.

Between the lines: Burns went hot out the gate with promises to return the company to its counter-culture vibes, turn up the music, throw raunchy "Dickle" pizzas on the menu and reinstate employee tattoos.

• "I think it's better to just rip the Band-Aid off and go really hard at first," Burns told Restaurant Dive of his strategy. "You can always take your foot off the gas pedal, but I think the organization needs to see the speed of the leader. They'll go as fast as I go."