John Miller
Mellow Mushroom is an Atlanta-based pizza chain that was founded in 1974 by three college friends who wanted to create a pizza joint that served stone-baked pies and embodied the trippy vibes of the '70s. The first Mellow Mushroom was located near Georgia Tech's campus on Spring Street in Atlanta, Georgia. Today, there are over 160 Mellow Mushroom locations across the United States, primarily in the Southeast, each with its own unique, funky interior and artwork. The chain is known for its psychedelic art and fixtures, colourful statues, mushroom clocks, and unique door handles. The company recently celebrated its 50th anniversary with limited-time menu items and pop-up happy hours featuring local and regional beers.
| Characteristics | Values |
|---|---|
| Year founded | 1974 |
| Location of first restaurant | 14th and Spring Street, Atlanta, Georgia |
| Number of locations | 160+ |
| Number of states | 17 or 18 |
| Ownership | Each location is locally owned and operated |
| Headquarters | Atlanta |
| Founders | Marc "Banks" Weinstein, Mike Nicholson, and Rocky Reeves |
| Current key personnel | Richard Brasch (CEO), Anne Mejia (Senior VP of Brand Development) |
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What You'll Learn
Mellow Mushroom's first location
Mellow Mushroom 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 with a passion for pizza. The co-founders were students at Georgia Tech and the University of Georgia, and one of them, Marc "Banks" Weinstein, is still involved in the business today.
The original Mellow Mushroom on 14th and Spring was known for its "'hippie' mentality and trippy vibes, with bright colors and psychedelic art. The restaurant chain has since expanded to over 160 locations across the United States, primarily in the Southeast. Each store is locally owned, operated, and decorated differently, with a unique, funky interior befitting its community.
The Mellow Mushroom menu has also expanded, but the spirit of the original restaurant remains. The chain specializes in pizza but also offers calzones, hoagies, salads, and appetizers, such as pretzel bites. They also have a wide beer selection, typically offering 20-40 beers on draft and 50 or more bottled options.
To commemorate its 50th anniversary, Mellow Mushroom launched a limited-time menu featuring specialty and classic pizzas, honey-sriracha wings, and a Disco Peach cocktail, named as an ode to the music scene of the seventies and their Atlanta roots in the Peach State. The company also introduced new pizza box designs, branded cups and t-shirts, and giveaways as part of the celebration.
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The chain's expansion
Mellow Mushroom Pizza Bakers is an American pizza restaurant chain that was established in 1974 in Atlanta, Georgia. The chain was founded by three college-aged friends with a passion for pizza. The original Mellow Mushroom was located on Spring Street in Atlanta, and the restaurant embraced the trippy vibes of the 1970s with its psychedelic art and slightly sweet crust.
The chain began to expand in 2000, moving beyond college markets and into urban areas. The first franchise outside of Atlanta was in Athens, Georgia, and the chain has since expanded to over 200 locations across 20 states, with a particularly strong presence in the Southeast. Mellow Mushroom restaurants are known for their unique, funky decor, with each location reflecting the community it serves while still offering the same beloved menu items.
The expansion of Mellow Mushroom has not been without its challenges. Some customers who experienced the restaurant before it became a chain lament the changes that have occurred, including increased prices and a perceived decrease in quality. The shift from franchise owners to corporate ownership has led to some changes in pizza-making techniques, such as the use of conveyor ovens, which some claim have negatively impacted the quality of the pizzas.
Despite these criticisms, Mellow Mushroom continues to be a popular pizza chain. In 2024, the company celebrated its 50th anniversary with limited-time menu items, pop-up happy hours, and new store openings, staying true to its roots with its unique decor, music references, and Atlanta heritage.
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The pizza chain's origins
Mellow Mushroom is an Atlanta-based pizza chain founded in 1974 by three college friends, Marc "Banks" Weinstein, Mike Nicholson, and Rocky Reeves. The first Mellow Mushroom restaurant was located near Georgia Tech's campus on Spring Street in Atlanta, Georgia. The friends wanted to create a pizza joint that served up stone-baked pies and embraced the trippy vibes of the decade.
Weinstein, who studied business marketing at the University of Georgia, described the original concept as "hippies making pizza". The restaurant's unique atmosphere and energy attracted a diverse crowd, including many creative individuals. Over the years, Mellow Mushroom has expanded to over 100 locations, with a presence in 17 to 18 states. Each restaurant is locally owned and operated, featuring unique artwork and decor while maintaining a consistent menu built upon a secret dough recipe and red sauce.
One of Mellow Mushroom's most historic locations is in Asheville, North Carolina. The Asheville restaurant, owned by Gerry Mahon, has become a cornerstone of the brand and is known for its commitment to the community. In 2023, the company underwent its first major rebrand, repositioning its mascot, Mel, as a "friend of the brand," allowing for more innovative and creative uses of the character.
Mellow Mushroom has become known for its psychedelic art and fixtures, colourful statues, mushroom clocks, and unique door handles, all contributing to the trippy and groovy vibes that have become synonymous with the brand. The chain has developed a cult-like following, attracting customers with its high-quality, fresh ingredients and one-of-a-kind dining experience.
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The company's headquarters
Mellow Mushroom is headquartered in Atlanta, Georgia, where it was founded in 1974 by three college friends with a passion for pizza. The first Mellow Mushroom restaurant was located near Georgia Tech's campus on Spring Street, specifically on the corner of 14th and Spring.
The Atlanta-based headquarters also serves as a central hub for quality control and menu development. Co-founder Marc "Banks" Weinstein, the lone founder still involved in the business, continues to taste-test new menu items and assist with quality control. He also remains connected to the brand's roots, enjoying a "Veg Out" pizza every Thursday when he is in town.
Mellow Mushroom's presence in Atlanta extends beyond its headquarters. The company donated an oversized Mel sculpture to the Atlanta Beltline, which now resides on the eastside trail near the Krog Street Tunnel. Additionally, one of their historic locations in Asheville, North Carolina, gained recognition for its community involvement during Hurricane Helene. The restaurant quickly resumed operations after the hurricane, donating pizzas to their neighbours during the recovery efforts.
While Mellow Mushroom has expanded to over 160 locations across multiple states, its headquarters in Atlanta remains the heart of the company, embodying the brand's fun, creative, and community-oriented spirit.
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Mellow Mushroom's unique artwork
Mellow Mushroom is an Atlanta-based pizza chain that was first opened on Spring Street in Atlanta, Georgia in 1974 by three college friends. The restaurant was founded on the "'hippie" mentality and the "'trippy vibes" of the 70s.
Mellow Mushroom is known for its unique artwork. Each of its over 100 locations has a completely unique artwork package, with custom murals designed by local artists and inspired by the surrounding area. For instance, Mellow Mushroom's Florida locations feature tropical and peachy elements, while its mountain town locations, like Asheville, Boone, or Blowing Rock, showcase artwork tied to the geography of the area.
The company's iconic branding, which includes the character 'Mel'—a laid-back mushroom wearing a newsboy-style hat—first emerged in 1974. Each location also has a completely distinct floor plan, in addition to its custom artwork.
The new prototype store in Grant Park, Atlanta, is smaller than other Mellow Mushroom locations but continues the company's commitment to art. The counter is situated below a giant mushroom statue, and the mural was created by Atlanta artist Lela Brunet in collaboration with Asheville-based artist Kathryn Crawford.
Mellow Mushroom's artwork reflects the company's values of individualism, self-expression, and peace-era positivity, setting it apart from more stereotypical spaces.
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Frequently asked questions
Mellow Mushroom is from Atlanta, Georgia.
The first Mellow Mushroom was opened in 1974.
Mellow Mushroom was founded by three college friends: Marc "Banks" Weinstein, Mike Nicholson, and Rocky Reeves.
There are over 160 Mellow Mushroom locations across the United States.
Mellow Mushroom is known for its stone-baked pizzas, funky decor, and psychedelic art.
