Jeff Varasano has revealed that following on the success of the original Varasano's Pizzeria on Peachtree Road and the new Hartsfield-Jackson Airport location in Terminal A, a third Varasano's will open at the front entrance of Perimeter Mall as early as Fall 2014.
Last year, in a piece titled “Pizza Revisited,” AJC lead restaurant critic John Kessler declared that "the best pizza in Atlanta is, in fact, at Varasano’s Pizzeria."
Kessler's description: "The crust — thin, crispy, pliable, lightly soured, well salted — tastes good whether you’re folding it to cram in your mouth, cutting it with a knife and fork or picking at the leftover bits with your fingers. These pizzas are constructed with care and that certain finesse that makes the tomato sauce taste brighter and the cheese milkier. Add in a good salad, an acceptable glass of wine, and — if you’re hungry — an order of tender meatballs in terrific tomato gravy."
According to a press release, the Perimeter Mall space will be the first Varasano’s location to feature "a hybrid fast casual concept, offering personal-sized pizzas and a more convenient experience where tipping is not required."
More details from the release:
“We’ve updated our highly lauded menu for service in a hybrid fast casual environment, and we’ve added some new items to the mix,” owner Jeff Varasano said. “When we launched the original Varasano’s our goal was to create high quality, and now our goal is to bring the exact same quality and ingredients at a much lower price for everyone to enjoy.”
Pizzas at the new Perimeter Mall location will start around $5, and long-time fans of the brand will note a dozen new toppings and a selection of Burrata salads have been added to the menu.
“In the past five years, we’ve seen two trends in pizza,” Varasano said. “There’s an elite group of award-winning pizzerias competing on taste and quality, and there are a lot of emerging fast casual concepts offering speed, price and convenience. With this new location, we’re leading the pack to merge the two, and we’re very proud of this move into uncharted territory.”
Varasano’s Perimeter Mall location also will feature the newest trends and innovations in bar technology.
“Our draft beer selection will start at $5 with a heavy focus on local and craft brews,” Managing Partner Brett Holtzclaw said. “Our renowned wine list will also be on tap for better quality and much better value. Lastly, our cocktails, now pre-crafted, aged and in cutting-edge packaging, rival what you would get in a mixology lounge but at a fraction of the cost.”
The new Varasano’s Perimeter Mall location is the first unit to break ground as part of a long-term strategic partnership with General Growth Properties to co-anchor dynamic retail destinations at several metro Atlanta malls. The groundbreaking begins in tandem with a redesigned front entrance for Perimeter Mall, including Urban Outfitters and H&M.
Plans for the new Varasano’s location, designed by Holtzclaw, include a living herb wall and an integrated indoor patio where customers can enjoy a cocktail in the midst of an immersive shopping experience.
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