Mellow Mushroom, the Atlanta-based restaurant company that boasts of its “humble roots in the freewheeling hippie culture of the 1970s,” is looking for PR help to tell its story to both potential unit investors and consumers who may not know of its “unique way of doing business,” according to its creative brief.
Mellow, which has 160 restaurants mainly in the southeast, has moved beyond its stone oven pizza and craft beer heritage to include all-natural chicken, shrimp and steak.
The food is served in an atmosphere that skews toward the psychedelic (e.g., vibrant purples, reds, greens). Art and music are integral parts of the Mellow brand.
Each location has a fully stocked bar with at least 24 draft handles with some units equipped to serve up 60 brews. Bottled beer and liquors are available.
The company is looking for ink in “widely syndicated sophisticated publications” (New York Times, Wall Street Journal, Los Angeles Times) and consumer lifestyle magazines (Rolling Stone, Southern Living, Garden & Gun).
It envisions a January kick-off of the PR effort.