Updated: Mellow Mushroom Pizza Eatery Coming to Historic Downtown Cartersville

Updated 10 p.m.

Mellow Mushroom officials say the new Cartersville franchise will create 80 to 100 full-time jobs—and initially may have as many as 100 to 125 employees—making it the largest commercial employer in the downtown business district, according to a presentation provided by Currier.

Mellow Mushroom also will bring Cartersville:
 
• A progressive twist to our historic heritage via proposed façade enhancements and additions and 

• Added traffic downtown, including those desiring the menu items of Mellow Mushroom; those interested in the arts; and/or those looking for a unique, cultural dining experience, according to the presentation.

Mellow Mushroom restaurants have kick-started revitalization efforts this year in historic downtowns across the country, such as Chapel Hill, NC, and Decatur, AL, by way of increased foot traffic and a boost in sales for existing restaurants.

Officials expect the Cartersville location to sell mostly pizza—it accounts for 71 percent of Mellow Mushrooms' sales—and some alcoholic beverages. About 40 percent of its guests order some type of beer, wine or cocktail.

About 50 percent of Mellow Mushroom's Cartersville business is expected to come during dinner hours, and another 30 percent from the lunch crowd, according to the presentation.
    
Updated 9:30 p.m.

In a late-night news release, Downtown Development Manager Tara Currier confirmed a Mellow Mushroom Pizza Bakers franchise is set for Cartersville by the end of 2013.

The new eatery, which will offer handcrafted pizza, also will lend local charm to the historic building on the corner of Main and Wall streets in historic downtown Cartersville, according to the press release, which in part reads: 

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 Mellow Mushroom location is developed with a completely unique look and feel.  
The Cartersville location will pay homage to vintage era of downtown Cartersville, highlighting the unique charm and character of the area with themed images of the Etowah River and other artistic tie-ins to the various retail outfitters in the downtown area.

"Cartersville is a wonderful community full of art, history, music and the outdoors, which is an unparalleled match of perfection to Mellow Mushroom," Currier said in the release. "This organization of over 150 restaurants has such a wonderful and unique concept, and I am thrilled to welcome the atmosphere and incredible food to downtown Cartersville.”

The menu will feature a variety of pizzas, hoagies, salads, calzones and appetizers. Options for vegetarians, vegans, kids, and those on a gluten-free plan also will be available.

Mellow Mushroom's belief in creativity and respect for the importance of the local arts are deeply rooted in the community. Mellow Mushroom will provide something for everyone and offer one thing in common to all: the hometown experience and a destination to look forward to on each return trip to downtown Cartersville.

Founded in 1974 in Atlanta, Georgia, the franchise operates under Home-Grown Industries of Georgia, Inc., and for 39 years 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 with a unique feel focused around great customer service and high quality food, attracting visitors who often drive up to 100 miles to get to the nearest location.

“The Mellow Mushroom experience is unique in the restaurant industry, operating outside the perimeters of traditional casual dining for over 30 years,” continued Currier. “As a customer, you will be submersed into a world of boundless creativity. The brand allows for great expression and individuality, and the atmosphere entices you to take pride in the surroundings of the individual location. It is the kind of place people want to hang out, and will be a wonderful draw for downtown Cartersville.”

Owners of the Cartersville Mellow Mushroom, Frank Kenney and Leon Berry, share their enthusiasm in opening up shop in downtown Cartersville. “We look forward to serving Cartersville with great food and spirits for the long term. We also are very eager to start getting involved in the community in every way we can.”

Extensive planning is underway to bring this new adventure to the downtown area in late 2013. The restaurant will have something for everyone, including an outside patio, a large spacious dining room and a full service bar.  The bar will serve up a variety of craft beers, wine and cocktail options.  This lively restaurant intends to feature trivia nights, family nights, beer tastings, special events and more.

Mellow Mushroom will operate seven days a week, Sunday through Thursday, from 11 a.m. to 11 p.m., and Friday and Saturday, 11 a.m. to 1 a.m. 

Original Report

Hippy pizza and beer franchise Mellow Mushroom, which started in Atlanta in 1974, is coming to downtown Cartersville, John H. Cook, former owner of Antonino's Italian Grotto, tells Cartersville Patch. 

The deal, which was signed 30 days ago, is final, he said. Cook said the owners of the Mellow Mushroom in nearby Rome, which opened in 2011, are opening the Cartersville franchise. 

Antonino's closed some time ago, Cook said, adding, "It's so hard to do business in the city," and citing "sky high" utility rates, taxation and fees; downtown car shows that limit parking; and a Downtown Development Authority that's no longer a separate entity, but run by the city of Cartersville.

"It just got to be too much" and "we're getting older," said the Hurricane Katrina survivor turned Cartersville businessman, who now is trying his hand at professional motorcycle driving.

Mellow Mushroom will move into the old Antonino's space at 28 S. Wall St. in Cartersville, but first will spend $1 million rebuilding and revamping the downtown building, which will include installing elevators, according to Cook.

Antonino's had been closed for some time before Cook and his wife received a call from Mellow Mushroom reps interested in leasing the space. Mellow Mushroom has signed a 15-year lease with the owners, Cook said.

"Mellow Mushroom will be here for a long time and could bring $100,000 per year in tax revenue," Cook added.

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