Joel Libava
Mellow Mushroom wrapped up 2025 with impressive operational upgrades and a clear expansion roadmap.
The psychedelic pizza franchise focused on kitchen technology, back-office efficiency, and guest engagement, laying the groundwork for controlled growth in 2026.
Digital Kitchen Transformation Delivers Franchise Growth Results
About one-third of Mellow Mushroom locations now use a digital kitchen platform. The rollout happened gradually, customized to each restaurant’s specific layout and workflow.
The numbers tell the story. The system shows double-digit improvements in food quality, order accuracy, and speed of service.
From a Press Release:
“We have seen double-digit gains in our three most important metrics,” said Ahsan Jiva, executive vice president of strategy and transformation. The platform includes guest messaging that keeps customers updated on digital order status throughout the kitchen process.
The Mellow Mushroom “Fast-Fine” Prototype Shows Promise
Mellow Mushroom’s Grant Park location outside Atlanta completed its first full year as a counter-service prototype. The results exceeded expectations in both sales and EBITDA.
The brand is capitalizing on this success. A second Fast-Fine location opens in Newnan, Georgia, in 2026. This format represents a departure from traditional Mellow Mushroom service models, focusing on speed without sacrificing quality.
Strategic Ownership Transitions
The system saw increased ownership activity in 2025. Some longtime franchisees…many with 20 to 30 years of operation—decided to exit. Mellow Mushroom acquired select locations as part of a refranchising strategy.
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This approach maintains consistency in key markets while opening opportunities for new franchisees.
Looking ahead, Mellow Mushroom targets 5-8% growth through new restaurant openings. More than 20 renewals are pending, with a renewal rate above 98%.
“We don’t want growth for growth’s sake,” Jiva explained. “We want to grow with franchisees that are invested in their community, that care about quality and that care about running things the right way.”
Priority expansion markets include Florida, the Carolinas, Virginia, and Tennessee. The brand is also exploring select Rust Belt markets.
Guest Engagement Enhancements
A customer data platform launched late in 2025 centralizes transaction data for better segmentation and personalized outreach. An app and formal loyalty program are scheduled for late 2026, giving guests one platform for ordering, offers, and rewards.
Same-store sales ended 2025 in positive territory, reflecting the brand’s focus on operational excellence over rapid expansion.
Check out the Mellow Mushroom franchise website to learn more about the pizza brand.
(Main image/logo courtesy of the Mellow Mushroom website)
About the Author
The Franchise King®, Joel Libava, is a leading franchise expert, author of "Become a Franchise Owner!" and "The Definitive Guide to Franchise Research." Featured in outlets like The New York Times, CNBC, and Franchise Direct, Joel’s no-nonsense approach as a trusted Franchise Ownership Advisor helps aspiring franchisees make smart, informed decisions in their journey to franchise ownership. He owns and operates this franchise blog.
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