Mellow Mushroom is a popular pizza restaurant chain known for its unique, eclectic pizzeria environment and wide variety of artisanal pizza options. Founded in 1974 in Atlanta, Georgia, Mellow Mushroom has grown to over 150 locations across the United States. But what sets Mellow Mushroom apart from other pizza chains? Here are some of the key things that make Mellow Mushroom special:
Far-Out Atmosphere
One of the most distinctive things about Mellow Mushroom is its funky, art-filled interior design. Each Mellow Mushroom location aims to provide a one-of-a-kind, eclectic environment filled with colorful, psychedelic art and furniture. The walls are lined with rock n’ roll posters, album covers and artwork by local artists. The vibe is relaxed, retro and “far out”, transporting guests back to the hippie culture of the 60s and 70s. Mellow Mushroom embraces its own quirkiness and encourages guests to “mellow out” when they dine. The eclectic environment fosters a lively, communal dining experience.
Craft Beer Selection
In keeping with its laidback vibe, Mellow Mushroom offers an excellent selection of craft and import beers. Each franchise location boasts a unique, curated tap list showcasing 20-40 craft beers, both regional and national. Styles like IPAs, stouts, sours and lagers are poured fresh daily. The cocktail menu is also filled with groovy, pizza-themed drinks. By offering great beer and cocktails, Mellow Mushroom stands out from typical family pizza chains and attracts more young adults and professionals. The thoughtful beer program aligns with its hip, retro brand.
Fresh, Artisanal Pizza
At the heart of Mellow Mushroom is its devotion to making artisanal pizza with the freshest ingredients. All pizzas are made to order and baked in a stone-fired oven at extremely high temperatures, resulting in a crispy crust with a soft interior. Toppings are fresh-never frozen-and carefully sourced from regional suppliers. Guests can choose from 20+ signature pizzas or build their own with a wide selection of meats, vegetables and sauces. Popular picks like the Kosmic Karma, Funky Q Chicken and Magical Mystery Tour cater to both adventurous and traditional pizza cravings. Mellow Mushroom’s attention to ingredient quality and artisan preparation sets it apart from big pizza chains.
Special Dietary Options
Unlike many pizza restaurants, Mellow Mushroom goes out of its way to accommodate various dietary needs and restrictions. Gluten-free and whole wheat crusts are available so those with gluten intolerance can also enjoy pizza. There are also vegan cheese and meat substitutes for plant-based diets. Salads, hoagies and calzones provide alternatives for those looking for lighter fare. Mellow Mushroom’s menu has something for everyone, including those with special diets, which is rare in the pizza world. It makes the restaurant more inclusive.
History
To understand Mellow Mushroom’s uniqueness, it helps to know its origins. Here is some background on how Mellow Mushroom came to be:
Founded in 1974
Mellow Mushroom was founded in 1974 by three college students – Mike Robertson, Clay Burell and Joe Esposito. The three Georgia Tech graduates opened the very first Mellow Mushroom restaurant in Atlanta near the university campus. They were inspired by the pizza shops of Chicago which baked pizzas in deep-dish pans. Mellow Mushroom started out using similar deep dish pans.
Hippie Culture Inspiration
The Mellow Mushroom founders were influenced by the hippie subcultures of the 60s and 70s. They wanted to create a lively pizza parlor that reflected the laidback, psychedelic vibe of the era. The hand-painted signs, earthy interior design, and trippy artwork all stemmed from the hippie aesthetic. Mellow Mushroom also embraced peace-promoting values like environmentalism and inclusivity, which remain core to the business today.
Franchising & National Expansion
The original Mellow Mushroom restaurant on Spring Street in Atlanta proved hugely popular, with lines out the door nightly. To meet demand, Mellow Mushroom began franchising in 1979 and expanded across Georgia. In the mid-90s, it grew into a national chain under new ownership. Today there are over 150 locations in 18 states ranging from Texas to Wisconsin. Going national brought greater brand awareness while retaining its quirky vibe.
21st Century Success
In recent years, Mellow Mushroom has continued thriving by sticking to its hippie roots while also evolving with the times. It has introduced online ordering and mobile apps to appeal to younger crowds. New menu items like salads and gluten-free options cater to modern tastes. The funky artwork is now curated by local artists to support communities. By modernizing while retaining its offbeat soul, Mellow Mushroom has carved out a niche in the pizza industry.
Menu Offerings
Mellow Mushroom stands out from typical pizza chains with its broad, creative menu spanning far beyond just pizza. Here’s an overview of the menu categories that make it unique:
Artisanal Pizzas
The expansive pizza menu is the heart of Mellow Mushroom’s offerings. Ranging from classics like pepperoni and cheese to funky specialty pies, the menu has 20+ signature pizzas as well as limitless custom options. Guests can choose traditional red or white sauces or go for pesto, BBQ or Alfredo. Meat lovers will find pepperoni, sausage, bacon and ham while vegetarians can pile on mushrooms, tomatoes, onions, olives and more. Gluten-free and whole wheat crusts are available. What really makes Mellow Mushroom pizza special is the from-scratch dough baked in a stone oven for unmatched freshness and flavor.
Hoagies, Calzones & Meals
Beyond pizza, Mellow Mushroom serves up a variety of other Italian-inspired meals. Hoagies load up premium meats and cheeses on fresh-baked bread. Their classic Italian hoagie stacks ham, salami, banana peppers, lettuce, tomato, onion and provolone cheese while the Cuban mixes roast pork, ham, mojo and pickles. Hearty calzones are stuffed with pizza fillings like ricotta cheese, spinach, and pepperoni. For a complete meal, guests can order pasta dishes like baked ziti or chicken parmesan over spaghetti. Pizza burgers, wings and salads round out the menu.
Craft Beer & Cocktails
Mellow Mushroom sets itself apart in the family-dining category by offering a full bar program. Each location showcases 20+ rotating taps emphasizing local and regional craft breweries. Styles like IPAs, Belgians, sours, stouts and more bring diversity beyond the typical domestics. Cider and mead are also often featured. Creative cocktails add a touch of fun, like the Boozy Shroomarita with vodka, triple sec, grape and lime. The beverage menu appeals to young professionals and adult crowds seeking good drinks with their pizza.
Gluten-Free and Dietary Options
Unlike many pizza joints, Mellow Mushroom goes out of its way to accommodate dietary restrictions. Its gluten-free crust allows those avoiding gluten to still enjoy delicious pizza. They also offer dairy-free vegan cheese, veggie sausage, tofu and other substitutions for vegan and vegetarian needs. Salads provide lighter options, with dressings on the side. By recognizing diverse dietary needs, Mellow Mushroom sets a standard for inclusivity in the pizza category.
Fun Specials
Mellow Mushroom isn’t afraid to get creative with its offerings beyond the mainstays. For instance, weekly pizza specials allow chefs to experiment with fun, limited-time creations. Recent examples include Mac n’ Cheese Pizza with mac, bacon and jalapenos or Sloppy Joe Pizza topped with ground beef, onions, cheese and chips. Seasonal appetizers also rotate, like deviled eggs served around Easter. And Mellow Mushroom celebrates holidays in style, decking out the restaurants and offering festive menu items. The diverse specials keep things fresh and interesting.
Franchise Locations
From its humble origins in Atlanta, Mellow Mushroom has expanded to over 150 franchise locations throughout the United States. Here is an overview of where Mellow Mushroom restaurants can be found nationwide:
| State | Number of Locations |
|---|---|
| Alabama | 8 |
| Arizona | 4 |
| Colorado | 7 |
| Florida | 17 |
| Georgia | 18 |
| Illinois | 4 |
| Indiana | 3 |
| Kansas | 2 |
| Kentucky | 5 |
| Louisiana | 6 |
| Maryland | 3 |
| Missouri | 2 |
| North Carolina | 19 |
| Ohio | 4 |
| Oklahoma | 2 |
| Pennsylvania | 5 |
| South Carolina | 8 |
| Tennessee | 11 |
| Texas | 17 |
| Virginia | 7 |
| Wisconsin | 1 |
Mellow Mushroom is concentrated in its Southeast home base, with nearly 60 locations spread across Georgia, Florida, North Carolina, South Carolina and Tennessee. But the brand has successfully expanded to both coasts and the Midwest. Major markets like Houston, Dallas, Chicago, Phoenix and Philadelphia now have stores. Guests can enjoy the far-out vibes of Mellow Mushroom in most regions of the country.
Franchising & Expansion Plans
Given its loyal customer base and uniqueness in the market, Mellow Mushroom is well-positioned for continued expansion in the coming years. Here is an overview of its franchising details and growth potential:
Ideal Franchise Candidates
Mellow Mushroom welcomes franchising inquiries from qualified candidates passionate about the brand. Successful owners tend to be outgoing, community-driven individuals who appreciate the laidback culture. Previous restaurant experience is preferred. Candidates should have a minimum net worth of $600,000 and liquid assets of at least $200,000. Some franchisees opt for multi-unit agreements to open several locations.
Real Estate and Size Requirements
Mellow Mushroom seeks to open franchises in vibrant, high-traffic urban areas and suburban shopping centers. Ideal real estate has excellent visibility, often near retail anchors, colleges or office space. Restaurants range from 1800 to 3500 square feet to accommodate dining rooms and kitchens. Outdoor patio space is a plus. Initial lease terms are typically 10+ years. Converting existing buildings is possible, but a gut renovation is required to achieve Mellow Mushroom’s one-of-a-kind aesthetic.
Franchise Fee and Capital Investment
For new franchisees, the initial franchise fee is $50,000. The estimated total capital investment to open ranges from $600,000 to $1,700,000, including building, equipment, signage, startup inventory and working capital. Mellow Mushroom provides guidance on sourcing furniture, fixtures, signage and artwork to recreate the experiential environment. Ongoing royalties of 6% of net sales apply. The return on investment time frame averages 2-5 years.
Training and Support
Mellow Mushroom provides 6 weeks of hands-on training at an existing franchise location to transfer operational knowledge. Ongoing support includes field operations, IT systems, marketing/advertising guidance, menu R&D, grand opening coordination and more. The franchisor is invested in each location’s success. Multi-unit franchisees also receive support with advanced training.
Target Growth Markets
Moving forward, Mellow Mushroom plans to target metro areas in the Southwest, Midwest, Mid-Atlantic and West Coast for expansion. Markets like Phoenix, Kansas City, Chicago, Washington D.C., San Diego and Portland present opportunities to grow the concept. College towns are also a priority. Mellow Mushroom aims to plant its eccentric vibe in cities known for embracing arts, music and progressive cultures. Expanding near universities also targets its core millennial and Gen Z audience.
Why Customers Love Mellow Mushroom
Mellow Mushroom has earned a passionate, loyal following over nearly 50 years in business. Here’s a look at why customers in survey reviews rave about the brand:
Unique Vibe
Far and away, Mellow Mushroom’s eccentric, psychedelic interior design receives the most praise. Fans love the funky, artsy environment that encourages you to chill out and feel the flower-power vibes. The chill atmosphere fosters a sense of community, unlike typical cookie-cutter restaurant chains. Many cite the restaurant’s funky artwork and music as transporting them back to the 70s era.
Delicious, Fresh Pizza
Beyond aesthetics, Mellow Mushroom is applauded for serving up authentic, high-quality pizza. Customers rave about the thin, brick oven-baked crust with just the right crunch and chew. They love loading up the pizza with tons of fresh toppings like kalamata olives, jalapeños, onions, spinach and more. The creative signature pies provide a twist on boring plain cheese. Overall, Mellow Mushroom wins on fresh ingredients and unique flavor combinations.
Great Craft Beer Selection
For many guests, the extensive craft beer selection is a huge draw to balance out the indulgent pizza. Beer aficionados are thrilled to find rare, hyperlocal brews on tap you won’t see in chain restaurants. IPAs from niche breweries get special praise. The beer and cocktail menu attracts young urbanites, college crowds and those looking for a lively bar-type vibe.
Menu for All Diets
Unlike many pizza places, Mellow Mushroom earns acclaim for its options for gluten-free, vegan, vegetarian and other special diets. Customers are grateful they can still indulge in pizza despite restrictions. Mellow Mushroom is applauded as very vegetarian-friendly given the broad toppings selection. The menu has something satisfying for all tastes and health needs.
Cool Special Events
Beyond everyday dining, reviewers highlight Mellow Mushroom’s special events as enhancing the experience. For instance, trivia nights, live music, DJs and karaoke foster a fun, spirited ambiance. Seasonal parties like Halloween bashes hit the right festive notes. These special touches keep locals coming back for a good time, not just the food.
Conclusion
Mellow Mushroom has carved out a beloved, unique niche in the pizza game by remaining true to its hippie roots. The funky, artsy vibe fosters a lively communal dining experience unlike the typical cookie-cutter pizza chain. Mellow Mushroom backs up its trippy aesthetics with quality ingredients, creative pizzas and craft beer. Menu choices accommodate all dietary needs. By balancing the retro with the contemporary, Mellow Mushroom offers a one-of-a-kind pizza joint without sacrificing authenticity as it expands. The company is ripe for further growth, especially in progressive metro markets that will appreciate its funky charm. After nearly 50 years in business, the Mellow Mushroom experience remains special, entertaining and satisfying.