Mellow Mushroom is setting its sights on Northern Virginia as part of a broader push into the Washington, D.C., market, according to a recent article on ARLnow. The Atlanta-based pizza franchise has identified Arlington and Alexandria as priority markets as it looks to grow its footprint along the East Coast.

The expansion calls for eight to 10 new locations in the region and would bring the brand back to a market it left in 2021 after closing its Adams Morgan restaurant. While no addresses have been announced, the company is already working to identify franchisees and potential sites.

“We love what Arlington has given us as far as demographics go,” said Jamie Cecil, vice president of franchise development. “And then once we find that franchisee, then we’ll be able to kind of dive down into particular areas or neighborhoods.”

Known for its eclectic, psychedelic-inspired atmosphere and stone-baked pizzas, Mellow Mushroom has built a following with a menu that mixes familiar items with more distinctive options. Signature pies like the “Holy Shiitake” and a wide range of customizable pizzas help set the brand apart, along with a broader menu that includes calzones, wings, salads and subs.

The move also shows how the brand is approaching growth, with franchising at the center of that strategy. Each new restaurant is expected to create 25 to 40 jobs in the local market.

Founded in 1974 near the Georgia Tech campus, Mellow Mushroom has grown to more than 160 locations across 17 states. Existing D.C.-area locations in Chantilly and Fredericksburg have helped establish a base in the region, but the upcoming development marks a more concentrated effort to expand in Northern Virginia.

As the company looks to secure franchisees and finalize locations, Arlington and Alexandria stand out as key entry points for its next phase of growth in the Mid-Atlantic.

Read the original article here.

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