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In the news: Noon Midtown closes, Mellow Mushroom founder opens new pizza restaurant

Noon logoNoon Midtown closes

The rumors have been circulating for the past week (Here and here), but owner Katie Birmingham has confirmed, via email, the unfortunate news: After nearly two years in business, Noon Midtown on Crescent Ave. closed their doors on Jan. 7th. Known for serving breakfast and lunch, owner Katie Birmingham briefly added extended dinner hours in April of ’10, but the dinner service was short lived. There is no news on what will take the restaurants place.

In Other News…

Mellow Mushroom founder opens new pizza place

Rock Back Pizza and The Morning Glory Café, a new rockabilly themed pizza parlor in Newnan, opened Jan. 3rd. Started by Biff Farmer and Rocky Reeves, – one of the original founders of the popular pizza franchise Mellow Mushroom- Rock Back offers pizza, calzones, and sandwiches. Some of the unique pizza choices include a BBQ pulled pork pizza, and the Pesty-Billy pizza, topped with pesto sauce, shrimp, bacon, and onions. 5 p.m-10 p.m. Mondays-Fridays, 5 p.m.-midnight Saturdays-Sundays. 311 Newnan Crossing Bypass, Newnan. 770-251-2252, www.rockbackpizza.com, $-$$

-By Jon Watson, Food & More blog

28 comments Add your comment

Atlantan

January 14th, 2011
4:28 pm

Too bad about Noon – that didn’t last long. Owning a business isn’t easy – I hope something good opens in it’s place.

John

January 14th, 2011
4:29 pm

Ate at Noon for lunch once when I worked in Midtown; too darn pricey for a sandwich. Once was enough.

Bob from Accounttemps

January 14th, 2011
4:53 pm

VERY sorry to see them go. Truly the best sandwiches you could find in the area and of the highest quality. They were somewhat off the beaten path as Highland Bakery, at the bottom of 1180 Peachtree, seems to be doing well. It’s just not nearly as good. I guess that’ll make room for yet another Atlanta Mexican restaurant. Oh wait, there’s already one down the street.

[...] This post was mentioned on Twitter by Jonathan Nesbitt. Jonathan Nesbitt said: RT @AJCFoodandMore: In the news: Noon Midtown closes, Mellow Mushroom founder opens new pizza restaurant http://bit.ly/epBtZ5 [...]

Sander

January 14th, 2011
5:12 pm

I loved Noon as the food and atmosphere was great. Their breakfast in particular was outstanding. Unfortunately it was always a hassle to get a meal there as they opened late for breakfast, their hours were inconsistent, they closed holiday weekends when people had time to eat a leisurely breakfast.

Mr. Ed

January 14th, 2011
5:18 pm

I wonder? Does the curent trend of people using phone APP’s for discounts hurt the restaurant industry. Plus everyone wanting to be a heavy handed critic on internet sites.

Hmmm.

pesty billy

January 14th, 2011
5:25 pm

pesty-billy pizza sounds disgusting. why include “pest” in any entree name?

Tom

January 14th, 2011
5:33 pm

Aren’t there food trucks downtown? If not, that should change. Best source of good eats available!

ATLBadger

January 14th, 2011
6:23 pm

The one time I ate at Noon the sandwich was very good (about six months ago), but the atmosphere was way to loud for lunch. Don’t like having to shout while I’m eating lunch and trying to converse with someone across the table.

Beck

January 14th, 2011
7:24 pm

Pesty-billy, I’m going to hazard a guess and say PEST-o.

[...] the original post: In the news: Noon Midtown closes, Mellow Mushroom founder opens … Uncategorized ajc, atlanta, folks, folks-behind, kessler, [...]

Plain Jane

January 14th, 2011
8:37 pm

Sad. I only got to eat there once, probably a year ago. The rent in that brand-new building was probably murder.

I had delicious, but small-for-the-price bowl of black bean soup. I remember taking a few pictures of the gorgeous interior just in case I never made it back before they went out of business. I say that only because my money situation has been rough the last couple of years and I know it’s hard to keep a restaurant afloat. I knew I wouldn’t get to go back for a long time and that there was no telling whether they’d make it that long.

[...] Dennis wrote an interesting post today Here’s a quick excerpt There is no news on what will take the restaurants place. In Other News… Mellow Mushroom founder opens new pizza place. Rock Back Pizza and The Morning Glory Café, a new rockabilly themed pizza parlor in Newnan, opened Jan. 3rd. Started by Biff Farmer and Rocky Reeves, – one of the original founders of … About Food and More with John Kessler. Discuss Atlanta restaurant reviews and food news with John and the AJC’s dining team. Food and More with John Kessler RSS feed … [...]

david c

January 15th, 2011
9:00 am

Ummm, a rockabilly pizza “joint”? How 1984.

Jim

January 15th, 2011
11:20 am

I would not eat anywhere associated with Mellow Mushroom. That entire organization is full of pieces of trash.

Robin

January 15th, 2011
6:04 pm

I went to Noon a couple of times for lunch – I live and work in the area. First time, I waited a 1/2 hour for a sandwich – it was OK, but a really long time to wait for a sandwich. Second time, I waited a 1/2 hour again, and they were out of my first 2 choices. Again, OK food, but not worth going back again for… especially since there were many other places to go that did not take a 1/2 hour to get a sandwich – nor would run out of choices on their menus. I did not have the time at lunch to wait – no matter how good the sandwiches were.

disgusted

January 15th, 2011
8:47 pm

Ate at rock back pizza. Do not waste your money. Dominos pizza is better. Go 2 blocks down to joe fridays brick oven pizza for good food in newnan. Shame after all the hype.

Stephen

January 16th, 2011
10:32 am

I loved Noon Midtown and intended to eat there more than I did. But I agree that the bizarre hours made them more difficult to patronize than I would have liked. That breakfast stack was wonderful.

A

January 16th, 2011
11:17 am

I don’t get why Mellow Mushroom is so popular. I’ve eaten there a couple of times and never felt it was anything more than a notch above Pizza Hut. Lowest common denominator, I guess.

blurp

January 16th, 2011
12:17 pm

i hope a meat and three fills the void.

Glenn

January 16th, 2011
1:01 pm

Katie and Ross…I’m so sorry to see you go. I live and work in Buckhead and could not get by as often as I would like. Sundays are my day for eating in other parts of town. Excellent food, especially the breakfast items. As for the people complaining about price— for the quality of food/ingredients that were being served— that is simply what it costs for that level of food. I’m betting there wasn’t a ton of profit built in. Our choices for high quality, non-chain food experiences in this city are inadequate already, NOON’s departure is just another blow to our food scene here in Atlanta.

Diego

January 16th, 2011
1:22 pm

Noon was destined to fail; even the haughty-taughty folks who like it in these postings seem to be making excuses for not frequenting the operation. Bottom line, no matter how much $ you make in corporate america weekday Midtown Atlanta, you just want a fair-priced, under-an-hour lunch, in a calm atmosphere. (Plus, frankly, it was in a very hidden, poor location.)

Jason

January 17th, 2011
11:07 am

I really loved Noon when it first opened. At least twice a week and sometimes more, I’d walk down the street to Noon for lunch. It was a bit on the expensive side but the quality was great, especially for the sides. But when they started serving dinner, the lunch service suffered greatly. The quality dropped, not from ingredients but from poor preparation. The friendly staff was replaced by dour and overwhelmed employees. The wait time to get food, even when there was almost no one in the restaurant, kept getting longer. For the premium that one had to pay to eat there, it was no longer worth it.

I heard that things improved when dinner service was discontinued. If the evening shift is where the good employees went and where the owners attention had moved to, it makes sense that lunch got better when they all returned Noon’s focus to noontime. By then my lunch habits had changed and I had been burnt by poor lunch service too many times to make an effort to go back. Perhaps this was also the case with many others.

I don’t know ultimately if this was a major factor why Noon wasn’t able to attract enough business to be profitable but it does serve as a cautionary tale for those business owners who are thinking about expanding. No one is going to care for your business as much as you do so you can’t put your core offering in the hands of others while focusing on expansion. You have to make sure that you have a system in place that lets operations run smoothly without before trying to take on more service.

nique

January 17th, 2011
1:52 pm

I really enjoyed Noon the couple of times that I went. Really good ingredients, good atmosphere and good location. Too bad.

Steven

January 17th, 2011
3:31 pm

Rock Back pizza only open for dinner in Newnan? That does not make sense financially esp when on weekends. There menu is basically the same as Mellow Mushroom.

Pizza Lover

January 18th, 2011
11:08 am

Agreed on Rockback Pizza. It wasn’t very good. My wife and I went with 2 other couples, we split 3 pizzas…one was the pesto billy, and it was ok….when I heard about it, I wondered how it was going to work out….because it definitely feels like a Mellow Mushroom…for Pizza in Newnan, I would definitely suggest Joe Friday’s or Jonny’s.

Steven A.

January 19th, 2011
2:38 pm

A moment of silence, please, for The Stack, the most diabolically delicious breakfast sandwich ever devised. It will be missed.

Pam

January 20th, 2011
12:21 pm

I too am sad to see Noon go. Katie was wonderful and their menu was always spot-on. I agree that their hours, location, and price made it difficult for me to patron as much as I wanted, but I always recommended it to others who needed lunch in the area.