Emma Wilson
Mellow Mushroom Pizza Bakers, an American pizza restaurant chain, was established in 1974 in Atlanta, Georgia. The first Mellow Mushroom was opened on Spring Street in Atlanta by three college-aged friends who shared a passion for pizza. The chain is now celebrating 50 years of operation, with more than 160 locations across 17 states.
| Characteristics | Values |
|---|---|
| Year established | 1974 |
| Number of locations | 160-170+ |
| States | 17-20 |
| Headquarters | Atlanta, Georgia |
| Specialties | Pizza, calzones, hoagies, salads, appetizers, beer |
| Beer selection | 20-40 on draft, 50+ bottled |
| Ownership | Locally owned |
| Decor | Psychedelic art, colourful statues, mushroom clocks, tie-dye, colourful mushrooms |
| Entertainment | Live music, trivia competitions, karaoke, bingo |
| Founders | Marc "Banks" Weinstein, Mike Nicholson, Rocky Reeves |
| Current key personnel | Richard Brasch (CEO), Anne Mejia (SVP of Brand Development) |
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What You'll Learn
Mellow Mushroom's history
Mellow Mushroom Pizza Bakers is an American pizza restaurant chain that was established in 1974 in Atlanta, Georgia. The first Mellow Mushroom was opened on Spring Street in Atlanta by three college-aged friends from Georgia Tech and the University of Georgia. The three co-founders, Marc "Banks" Weinstein, Mike Nicholson, and Rocky Reeves, shared a passion for pizza and envisioned a pizza joint that served stone-baked pies and embraced the trippy vibes of the 1970s.
In its early days, Mellow Mushroom was a small pizzeria with a focus on sustainability and organic growth. The founders, who described themselves as "hippies", grew sprouts in the restaurants and used natural cardboard pizza boxes to reduce their environmental impact. For 12 years, they operated the original six Mellow Mushrooms in the Atlanta area, including locations in Buckhead, Midtown, and Sandy Springs. However, they faced challenges with staffing due to the lack of cell phones and the difficulty of managing multiple locations simultaneously.
In the late 1980s, Mellow Mushroom began its journey towards franchising. The first franchise was opened by an employee, followed by customer-owned franchises and then franchises granted to friends of employees and customers. Each franchise is locally owned and operated, with a unique feel and decor. The first franchise outside of Atlanta was in Athens, Georgia, near the University of Georgia. By the early 2000s, the franchise had expanded beyond college markets to urban areas such as Jacksonville, Florida, and Denver, Colorado.
Today, Mellow Mushroom has grown into a successful chain with over 160 locations across multiple states, primarily in the Southeast. Each location boasts a unique, funky interior befitting its community, while maintaining a consistent menu built upon a secret dough recipe and red sauce. Mellow Mushroom restaurants specialize in pizza but also offer calzones, hoagies, salads, appetizers, and a wide selection of beer. The chain is known for its psychedelic art and colourful decor, with tie-dye and mushrooms as common themes. Some restaurants even feature live music, trivia competitions, karaoke, or bingo, staying true to its groovy roots.
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The chain's expansion
Mellow Mushroom Pizza Bakers, an American pizza restaurant chain, was established in 1974 in Atlanta, Georgia. The first Mellow Mushroom was opened on Spring Street in Atlanta by three college-aged friends from Georgia Tech and the University of Georgia. The chain specializes in stone-baked pizza but also serves calzones, hoagies, salads, appetizers, and a wide selection of beer. Each Mellow Mushroom location is locally owned and operated and decorated differently, often featuring colourful artwork, statues, and mushroom-themed decor.
As of 2024, Mellow Mushroom has over 160 locations across 17 states, with primarily locations in the Southeast. The chain has continued to expand, with new prototype stores opening near the Atlanta Zoo in Grant Park, returning to the company's roots with a smaller footprint and condensed menu offerings.
The success of Mellow Mushroom's expansion can be attributed to its unique brand identity, focus on sustainability, and organic growth strategy. Each location has its own unique, funky interior while maintaining a consistent menu built upon a secret dough recipe and red sauce. Mellow Mushroom has also differentiated itself from other pizza chains by offering a wide selection of beer, with typically 20-40 beers on draft and 50 or more bottled. Additionally, sustainability has been a focus from the beginning, with natural pizza boxes, all-natural meats, and preservative-free cheese. The chain's expansion has been driven by local franchisees who have seized opportunities for new locations as they became available, allowing for gradual organic growth.
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Franchise ownership
Mellow Mushroom Pizza Bakers is an American pizza restaurant chain that was established in 1974 in Atlanta, Georgia. The chain has grown to over 200 locations across 20 states, with each store being locally owned and operated. The first franchise was opened in the late 1980s by an employee, and today there are three corporate-owned stores. The franchise fee for Mellow Mushroom is $50,000, with a total investment ranging from $926,500 to $3.1 million. This includes liquid cash available of $300,000 and a 5% royalty fee on gross sales paid to the company.
Mellow Mushroom has broken down the process of opening a new pizzeria into a series of concrete steps, making it simple for franchisees to join the Mellow Mushroom family. Franchisees will receive training at the Atlanta, Georgia headquarters, as well as at their new store, and ongoing support after opening. Each Mellow Mushroom location offers a unique experience with colourful art, eclectic music, and a massive selection of local beers. The menu features an eclectic collection of munchies, salads, pizzas, calzones, and hoagies, with chefs constantly creating new dishes to keep customers satisfied.
The visual identity of Mellow Mushroom was defined during their early franchising phase by Atlanta artist Buddy Finethy. The brand is known for its bright colours, psychedelic art, and slightly sweet pizza crust. Each store has its own unique feel and decor, with items sourced by co-founder Marc "Banks" Weinstein. Franchisees can select decor items from a 75,000-square-foot warehouse, free of charge, and Mellow Mushroom will even paint them upon request.
Mellow Mushroom's organic growth over the years has been attributed to its focus on sustainability and community. The original founders were hippies who grew sprouts in the restaurants and used natural cardboard pizza boxes to reduce their environmental impact. They also believed in the communal nature of pizza, fostering a creative and vibrant energy that attracted customers. Today, Mellow Mushroom continues to prioritize sustainability by offering all-natural meats, preservative-free cheese, and pizza boxes with a negative carbon footprint.
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The original restaurant
The original Mellow Mushroom restaurant opened in 1974 on Spring Street in Atlanta, Georgia. It was founded by three college students—Marc "Banks" Weinstein, Mike Nicholson, and Rocky Reeves—who were passionate about pizza. The trio were self-described "hippies" who embraced the trippy vibes of the seventies, growing sprouts in the restaurants and using natural cardboard pizza boxes. Their original location on Spring Street was very small, seating 19 people uncomfortably.
Weinstein had studied business marketing at the University of Georgia, and his partners dropped out of college to focus on the business. For 12 years, they operated the original six Mellow Mushrooms in the Atlanta area, including locations in Buckhead, Midtown, Sandy Springs, Avondale Estates, on Buford Highway, and near Emory University. However, they eventually ran into difficulty staffing their growing number of restaurants.
Today, there are three corporate-owned stores, with dough for every store coming from a commissary kitchen at the corporate headquarters. A 75,000-square-foot warehouse is home to the psychedelic art and fixtures that Mellow Mushroom is known for, including colourful statues, mushroom clocks, and unique door handles.
In 2024, Mellow Mushroom celebrated its 50th anniversary with limited-time menu items, pop-up happy hours, and an anniversary cocktail called the Disco Peach, a nod to the music scene of the seventies and the company's Atlanta roots.
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The Mellow Mushroom brand
Mellow Mushroom Pizza Bakers is an American pizza restaurant chain that was established in 1974 in Atlanta, Georgia. It is currently headquartered in Atlanta and operates as a franchise under the banner of Home Grown Industries, Inc. of Georgia. The chain has over 200 locations across 20 states, with a strong presence in the Southeast. Each Mellow Mushroom restaurant is locally owned and operated, with a unique feel and decor. The restaurants specialize in pizza but also offer a variety of other menu items, including calzones, hoagies, salads, appetizers, and a wide selection of beer.
The founders of Mellow Mushroom were three college-aged friends with a passion for pizza. Marc "Banks" Weinstein, Mike Nicholson, and Rocky Reeves started the business, embracing the trippy vibes of the 1970s. Sustainability and environmental consciousness have been core values since the beginning, with natural cardboard pizza boxes and locally sourced ingredients. Today, Mellow Mushroom continues this commitment with all-natural meats, preservative-free cheese, and pizza boxes with a negative carbon footprint.
The brand has a unique and groovy vibe, offering not just food but also an experience. Some locations feature live music, trivia competitions, karaoke, or bingo, enhancing the fun and communal atmosphere. Mellow Mushroom has become a beloved fixture in the communities it serves, with each restaurant adapting to the local culture while maintaining the core brand identity. The franchise expanded gradually, initially within Atlanta and Georgia, and later to other states, including Florida and Colorado.
Mellow Mushroom's 50th anniversary in 2024 was marked by special menu items, pop-up happy hours, and an anniversary cocktail called the Disco Peach, celebrating the music scene of the seventies and their Atlanta roots. The brand continues to evolve while staying true to its roots, with new prototype stores showcasing a smaller footprint and condensed menu offerings.
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Frequently asked questions
Mellow Mushroom, the American pizza restaurant chain, was established in 1974 in Atlanta, Georgia. As of 2024, it has been in business for 50 years.
The first Mellow Mushroom was opened on Spring Street in Atlanta by three college-aged friends.
As of 2024, there are more than 160 Mellow Mushroom locations across 17 states. Each location has its own unique, funky interior but serves the same menu.
Mellow Mushroom restaurants are known for their psychedelic art and colourful decor, featuring items like mushroom clocks and colourful statues. Each store is locally owned and operated, and they often feature live music, trivia competitions, karaoke, or bingo.
