Mellow Mushroom

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Mellow Mushroom
Home Grown Industries, Inc.
Private
Industry Restaurant franchise
Founded 1974
Headquarters Atlanta, Georgia
Key people
Marc Weinstein and Mike Nicholson
Buddy Finethy Creative Director
Products Pizza, calzones, hoagies, salads, beer
Website www.mellowmushroom.com

Mellow Mushroom Pizza Bakers is a pizzeria that was established in Atlanta, Georgia in 1974 and operates as a restaurant franchise with over 150 locations throughout the United States. Mellow Mushroom restaurants specialize in pizza, but also serve calzones, hoagies, salads, appetizers, and a wide beer selection.

Details[edit]

Mellow Mushroom specializes in pizza. Calzones, hoagies, salads, and appetizers are also sold. Some Mellow Mushrooms deliver; those that do not have a pick-up option. They often feature a large selection of beer, typically 20-40 beers on draft and 50 or more bottled. Each store is decorated differently and sometimes there is a unifying theme to the artwork.[1] Tie-dye and colorful mushrooms are a common theme for locations. Some stores occasionally feature live music, trivia competitions, or bingo. Mellow Mushroom locations sell branded merchandise and clothing on their website Mellow Gear and at stores. Its headquarters are in unincorporated Fulton County, Georgia.[2]

History[edit]

Mellow Mushroom in Hiram, Georgia

Mellow Mushroom opened in 1974 when two college students from Georgia Tech, later joined by a third from the University of Georgia, founded a business that reflected their eccentric philosophies.[citation needed] The first store was opened on Spring Street in Atlanta. To accommodate the long lines and growing popularity, more locations were opened in and around Atlanta.[citation needed] In the late 80's, the first franchise was opened by an employee, followed by customer-owned franchises, and then to friends of employees and customers.[citation needed] Each franchise is locally owned and operated with a unique feel.[3][4]

The first franchise to be located outside of Atlanta was in Athens, Georgia, near the University of Georgia. That store renovated a former Wendy's and was open until 2006. In the summer of 2007, it relocated to Clayton Street in downtown Athens. There are several dozen locations operating in Atlanta, and elsewhere in Georgia. Beginning in 2000, the franchise expanded outside college markets to urban areas such as Jacksonville, Florida and Denver. Currently, the chain has over 120 locations across 16 states.[3]

[edit]

The visual Identity of Mellow Mushroom Pizza was defined during their early franchising phase by Atlanta artist Buddy Finethy.[3] Finethy created and refined the signature cast of characters that identified the chain. The cast includes "Mel O. Mushroom", his ace sidekick "Dude Shroomington", psychedelic sorcerer "The Wizard", "Melody Mushroom", and three smaller shrooms known as "The Funguys"- Por, Toe, and Bello.[citation needed] Finethy also helped refine and stratify the influences that informed the Mellow Mushroom aesthetic.[3]

In 2011 the Mellow Mushroom Logo was redesigned by Buddy Finethy and Dusty Griffin.[citation needed] The new logo features a more refined version of "Mel O. Mushroom" holding a slice of pizza.[citation needed]

See also[edit]

References[edit]

  1. ^ Billotto, Heidi. Mellow Mushroom Restaurant. WSOC TV. 11 June 2003.
  2. ^ "Contact Us. Mellow Mushroom; retrieved February 20, 2012
  3. ^ a b c d Honea Path Native Gives Pizzeria Its Mellow Touch; Independent Mail .Com; online; accessed August 2016
  4. ^ "About Us". Mellow Mushroom. Archived from the original on 2007-10-18. Retrieved 2007-10-24. 

External links[edit]