Approaching its 50th anniversary, Mellow Mushroom’s long, strange trip will branch off into a trippy new dimension this summer.

The stone-baked pizza brand, which has 160-plus locations nationwide, will open a new store in Atlanta, but this one is unique, the company says. Set to open at The Boulevard at Grant Park, a newly constructed apartment community, it’s a brand-new model for Mellow Mushroom, featuring counter-service ordering, improved back-of-house technology and new flavor profiles for both food and beverage.

The new location will mark Mellow Mushroom’s first full rebranded build-out since its sweeping company-wide rebrand. It will serve to guide the restaurant’s menu and design evolution as the chain continues to find ways to enhance guest experience. The Grant Park build-out will also align with the iconic brand’s 50th anniversary, to be commemorated beginning this spring.

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The rebranded concept marks Mellow Mushroom’s first new location in its headquartered city of Atlanta since 2019 and will be the brand’s first store in the neighborhood. Centrally located on the corner of Boulevard and the Southside Trail of the Beltline, the 3,400-square-foot space will anchor The Boulevard at Grant Park. It will also debut two outdoor, BeltLine-facing patios for al fresco drinking, dining and soaking in city views throughout Atlanta’s extended patio season.

Last November, Mellow Mushroom unveiled a brand refresh that includes a new logo, visuals and signage, plus a modernized look for Mel O. Mushroom, the brand’s mascot.

Founded in Atlanta in 1974, Mellow Mushroom has long been touted for its cult-like following and countercultural essence—a tricky tightrope to tread for a chain with stores in 16 states. Every location is locally owned and operated, providing local flair baked in with Mellow’s trippy vibe and psychedelic artwork.