It might be the originator of hand-tossed, stone-baked southern pizza however Mellow Mushroom is about a lot greater than the pie. Mellow is “a way of thinking, a tradition, a means of being,” in keeping with the informal restaurant chain’s meals philosophy. And to raised fulfill its mission to offer scrumptious meals in a enjoyable and artistic setting, Mellow Mushroom rolled out a brand new beverage program this previous spring and employed a brand new beverage director this summer time.
The restaurant model usually updates its program yearly, says Nick Arenas, who joined as director of beverage this previous August. Mellow Mushroom will request proposals from the availability companion neighborhood, consider the proposed gadgets in opposition to its objectives, take a look at every merchandise after which launch every program in Might.
“This allows us to remain on pattern, be stylish when and the place crucial, but in addition maintain our choices in place lengthy sufficient to get an correct learn on its impact on our enterprise and, most significantly, our friends,” Arenas says.
Arenas, whose beverage expertise consists of stints at Levy Eating places, Logan’s Roadhouse and William Grant & Sons, oversees the Mellow Mushroom program with Kynyetta Lester, affiliate director of beverage. Lester has been the corporate for greater than 10 years, serving within the operations and beverage departments, and beforehand labored as a part of the coaching workforce for Hooters.
Magical Margs and extra
Mellow Mushroom’s new beverage menu provides a collection of up to date sangrias, wines, “Liquid Karma” cocktails and signature Mystic Margaritas. The Liquid Karma cocktail class consists of a number of widespread signature sips, such because the Sundown in Paradise (with Bacardi Superior rum, coconut, pineapple, pomegranate and recent bitter); Golden Goose (Gray Goose vodka, recent lemon, pineapple, turmeric and Fever Tree ginger beer); and the Peach Buzz (Jameson Irish whiskey, peach and recent lime).
The Lemon Submarine, with Woodford Reserve bourbon, St. Germain elderflower liqueur, freshly brewed iced tea, rosemary and recent bitter combine, is a brand new addition to the lineup. So is Mule the World, which builds on the traditional Mule recipe. With Fever-Tree ginger beer and house-made lime syrup, friends can choose from their selection of premium spirits, together with Ketel One vodka, Don Julio Blanco tequila, Bulleit Frontier bourbon, Crown Royal Canadian whisky, or Captain Morgan spiced rum.
Commercial
The Mystic Margaritas part of the menu highlights the best-selling RB Margarita (made with Casamigos blanco tequila, Bauchant orange liqueur, home agave bitter), the Made Wild Margarita model (with Casamigos reposado tequila) and the Gone Feral Margarita (Casamigos anejo tequila). The picks give friends the chance to expertise completely different tequila expressions.
The Campfire Peach Margarita, introduced again in June by widespread demand, will get its smoky taste comes from the mix of Casamigos blanco tequila and Casamigos joven mezcal, together with peach puree, jalapeno and house-made agave bitter. Mellow Mushroom cocktails are priced at round $9 every.
“We’ll proceed innovating transferring ahead to convey cocktails utilizing solely premium elements, with superior service and guest-first execution,” Arenas says.
Sassy sangrias and high quality wines
An excellent-premium tackle the traditional, Mellow Mushroom’s new sangrias function recent fruit and Hennessy V.S. Cognac. Every sangria is made recent to order, from all-natural elements.
The Rotating Choices sangria choice on the menu will change twice per yr to usher in new flavors. As an illustration, the Purple Reign summer time sangria mixed Hennessy VS Cognac, Bonanza cabernet sauvignon, black cherry puree and Payment Brothers rhubarb bitters.
Wines on the checklist embrace picks from famend wineries just like the Wagner Household, and the winemakers behind Caymus, Jackson Household, Kim Crawford and La Marca. “We search to supply solely premium-quality wines that friends acknowledge each on- and off-premise,” Arenas says.
“Wine is a particular class for us, in that the majority don’t affiliate wine and pizza,” he notes. “Our outlook is that wine goes properly with something, so long as paired correctly. We search to have wines that supply not solely distinctive high quality, however are actually a match with our enjoyable and distinctive model.”
What’s extra, Mellow Mushroom friends can now take pleasure in wine in a wide range of pour sizes, together with a 6-oz. glass, a 9-oz. glass or a bottle. Costs range by market however common about $7 for the 6-oz. glass, $9 for the 9-oz. and $29 a bottle. The numerous pour sizes allow friends to strive a number of completely different wines or indulge of their favorites.
The restaurant has seen a substantial rise within the wine class as a complete since introducing the 9-oz. pour providing, says Arenas. “We really feel fairly good about this extra choice for Mellow friends.”
Maybe not stunning for a pizza idea, beer is the main alcoholic beverage at Mellow Mushroom. Beer at the moment hovers round 12% as a share of total meals and beverage, with spirits at 9% and wine at 3%.
Beer Right here
The corporate has mandates specifying core beers — in each draft and package deal — which might be class and market leaders of their respective types. These beers drive nearly all of beer gross sales, Area says.
“We even have created a beer optimization framework for our operators to have the ability to decide the correct variety of faucets for his or her particular market,” he provides. “These faucets are largely obtainable for native and regional craft beers.”
Oberon, a citrusy wheat ale from Kalamazoo, MI-based Bell’s Brewery, was a summer time craft beer choice.
Howdy Mellow
Based in 1974 in Atlanta, Mellow Mushroom Pizza Bakers was “born out of the free-wheelin’ hippy tradition of the Seventies,” in keeping with the corporate’s mission assertion. The Mellow Mushroom franchise operates underneath Residence-Grown Industries of Georgia and at the moment has 169 areas throughout 20 states, primarily within the Southeast.
The model clearly goals to place the enjoyable in fungus: Every Mellow is regionally owned and operated and gives a novel really feel centered round customer support and high-quality meals in an eclectic, art-filled and family-friendly setting.
In actual fact, a number of “Shroomville” cartoon characters impressed by the meals have popped up over time, together with Mel. O Mushroom, The Funguys and Esperanza. The Mellow characters have appeared in shops, calendars and their very own sketch.
Along with its signature pies, made with a novel spring-water crust, Mellow Mushroom serves up calzones, sandwiches and burgers, plus salads and munchies, with loads of gluten-free and vegan choices. Servers and bartenders will recommend particular meals pairings to friends.
“This has confirmed to be an effective way for servers and bartenders to attach with our friends,” Arenas says. “We see ideas have a bit extra sincerity when the workforce member makes a private suggestion.”
The model has expanded as far west as Mesa, AZ (opened in 2016), and as far north as Tom’s River, NJ (opened in 2017). “We proceed to take a look at new markets that might be a fantastic new house of Mellow Mushroom,” Area says.
“Our tradition is really particular and distinctive, so we participate in every opening we do to unfold our contagious tradition from Day 1. Each member of our workforce ‘catches the fever’ from their first second, as a result of that’s what Mellow is all about!”
Like many corporations right this moment, Mellow Mushroom has had hiring challenges and appears for brand spanking new methods to draw expertise. This summer time it partnered with social media skilled Drew Talbert on a video marketing campaign to search out candidates for the “operations coach” place. Area says that Mellow Mushroom noticed a 200% enhance within the variety of functions through LinkedIn because of the marketing campaign.
Shroom to develop
Mellow Mushroom expects to see development in craft cocktails and non-alcoholic mocktails. A brand new drink referred to as Pineapple Categorical, a mix of pineapple, coconut, turmeric spice and house-made agave bitter, is accessible spiked with Flor de Caña seven-year-aged rum for an extra cost or as an alcohol-free mocktail. Company also can add their favourite spirit to the brand new Cherry Springer mocktail, with black cherry, recent bitter and soda.
The chain had provided some non-alcoholic drinks up to now, “however not with the main focus and innovation as we provide now,” Area says. “Nonalcoholic choices are particularly persevering with to develop in reputation and desire,” significantly with GenZ and Millennial friends, he notes. “Our purpose is to be on pattern with these initiatives and choices.”
A brand new “Native to Your Mellow” cocktail part consists of previous favorites or drink creations particular to every location. Simply as no two eating places look the identical, “this ‘Native To Your Mellow’ part permits Mellow homeowners to have personalize beverage gadgets and provide actually distinctive gadgets at every Mellow Mushroom restaurant,” Arenas says.
What’s on deck for Mellow Mushroom within the subsequent yr? It’s been studying to handle the rise in on-line ordering, for one factor.
Heading into the pandemic, Mellow Mushroom had already invested in off-premise know-how and new packaging. “That positioned us properly for 2020 and 2021,” Arenas says.
On-line orders are double pre-pandemic ranges, he provides. “We’re within the technique of launching an intranet web site for Mellow franchisees and planning for a web site rebuild within the subsequent few months.”
Generally, “We’re inside techniques and processes and the way we are able to proceed to ship an distinctive visitor expertise whereas streamlining operations, each on the bar and within the kitchen,” Arenas says.
“Delivering a top quality pizza has been the guiding focus for Mellow Mushroom over the previous 5 many years and can be what continues to gasoline our success as we head into our fiftieth yr in 2024.”
