Mellow Mushroom avoids the cookie-cutter approach to expansion.
(PRWEB) September 05, 2012
Mellow Mushroom Pizza Bakers’ two latest restaurants, St. Matthews and Middletown, both located in Louisville, Kentucky, opened in a one week period. This double launch is a major milestone for Mellow Mushroom, which was founded in 1974 in Atlanta, GA.
Mellow Mushroom focuses on local ownership and operation, believing that to be the best way to serve the customer and the local community and at the same time convey the culture of the brand. As part of this philosophy, every new Mellow location hatches with a completely unique look and feel. Consistent with the brand vision, the stores are frequently constructed around the interests of the local owners or important characteristics of the community which they serve. The brand is rooted in great customer service and high quality food, using fresh, superior ingredients.
The Mellow Mushroom franchise is operated by Home-Grown Industries of Georgia, Inc. (HGI), headquartered in Atlanta, Georgia. Now in their 39th year, Mellow Mushroom takes pride in serving up fresh stone baked pizzas to-order in an eclectic, art-filled and family friendly environment. The menu features a variety of handcrafted pizzas, hoagies, salads, calzones and appetizers. In order to make sure that every diner’s needs are met, selections for vegetarians, vegans, kids and gluten free options are also available.
Each Mellow is designed as a purposefully unique art-inspired environment. “Mellow Mushroom avoids the cookie-cutter approach to expansion,” states Richard Brasch, President and Chief Executive Officer of HGI. “No doubt creating new and unique stores provides a constant ongoing set of challenges. However, to our team and our storeowners it also provides a bigger and deeper satisfaction that we are cheerfully fighting for creativity against the backdrop of constant conformity. Locally sourced means more than where you get your lettuce; it is about having a space that uses local elements designed to connect with, stimulate, entertain and inspire the feel of the restaurant. Nowhere is this more evident than in our two new units in the Louisville, KY, market, opening within one week of each other. They are owned by different individuals who both live in the Louisville community, and while they both serve the same quality-focused core menu, each location has a totally different décor and footprint that reflects the spirit of the local area and the owners.
“Ultimately, while the uniqueness of each restaurant is important, we never lose sight of the fact that the food comes first and foremost to all of our guests.” The core of the menu is Mellow’s spring water, wheat flour dough, which is highlighted by fresh produce, the highest quality unique meats and cheeses and signature ingredients and pies that you won’t find anywhere else. Staying true to the Mellow philosophy of uniqueness, owners may customize a section of the menu to offer specialty items you can only get at that location. Sometimes these reflect local ingredients; other times it might showcase a cherished family recipe. For example, in Louisville there’s a new specialty cocktail, the “Kentucky Smash”, which features top shelf bourbon along with a few other all natural ingredients.
To complement the dining experience at Mellow Mushroom, there is a bar in every location, serving a wide variety of craft beers and distilled spirits, with an emphasis on locally brewed products, if available. Mellow Mushroom Pizza Bakers are expanding their restaurant portfolio, which currently operates in 18 states. For more information on Mellow Mushroom Pizza Bakers, visit us on the web at http://www.mellowmushroom.com, like us on Facebook at http://www.facebook.com/mellowmushroomHQ, follow us on Twitter at https://twitter.com/MellowMushroom and follow us on Pinterest at https://pinterest.com/mellowmushroom.
About Mellow Mushroom Pizza Bakers
Mellow Mushroom Pizza Bakers (http://www.mellowmushroom.com) was founded in 1974 in Atlanta, Georgia. This franchise, operated under Home-Grown Industries of Georgia, Inc., is headquartered in Atlanta, Georgia. For 39 years, Mellow Mushroom Pizza Bakers has been serving up fresh stone baked pizzas to-order in an eclectic, art-filled and family friendly environment. Each Mellow is locally owned and operated and provides a unique feel focused around great customer service and high quality food. For more information on Mellow Mushroom Pizza Bakers, visit us on the web at mellowmushroom.com.