A new restaurant “Mellow Mushroom” applied for a Wine and Beer On Premises ABC License for 3012 West Cary Street (currently home to Plan 9) on 08/22/2012.
Mellow Mushroom is chain of over 120 pizza restaurants headquartered in Atlanta, Georgia, though each location is locally-owned and operated. There are Mellow Mushroom’s in Bristol and Charlottesville in Virginia.
Mellow Mushroom specializes in pizza, but also serves calzones, hoagies, salads, and appetizers. Pizza is sold in three sizes, but slices are available during lunch and late night at some locations. 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 bottles. Each store is decorated differently and sometimes there is a unifying theme to the artwork.  Tie-dye and colorful mushrooms are a common theme for locations. Some stores occasionally feature live music, trivia competitions, or bingo. Many of the locations participate in a beer-purchase loyalty program called Beer Club. The franchise aims to give customers a “relaxing yet eclectic dining experience” with “easygoing atmosphere and funky decor”