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Brett Holtzclaw
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Meredith Pruden
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Varasano’s Breaks Ground on New Perimeter Mall Location
Popular Buckhead pizzeria set to open third metro Atlanta unit by fall 2014

ATLANTA, August 19 -  Following the success of its Peachtree Road restaurant and Hartsfield-Jackson Airport location in Terminal A, the Varasano’s Pizzeria executive team is pleased to announce its plans to break ground this week on a new unit at the front entrance of Perimeter Mall.

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.

“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. “First, there’s an elite group of award-winning pizzerias competing on taste and quality, and second, 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.”  

To further enhance the integrated retail experience, the newest addition to the Varasano’s family also promises massive appeal to Atlanta sports fans with more than 20 flat screens showing all MMA and boxing pay-per-view events, NFL Sunday Ticket, MLB Extra Innings, NHL Center Ice, WWE Network, NASCAR, soccer matches, golf and tennis opens and many more live sporting events.

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.

For more information about the groundbreaking, new unit or grand opening, please contact Brett Holtzclaw at 770.301.5419 or via email at

About Varasano’s

Varasano’s Pizzeria was launched in Atlanta in 2009 by the internet’s best known pizza guru, Jeffrey Varasano. His online recipe is #1 on Google for “NY Pizza Recipe” and “Neapolitan Pizza Recipe”, he get letters daily from home cooks around the world looking to make authentic pizza.  Varasano’s Pizzeria has won numerous awards including being ranked among the elite 8 pizzerias in the USA by Rachel Ray, Best Pizza in Atlanta by the Atlanta Journal Constitution, Jezebel Magazine and many others. In 2013, a 2nd unit of Varasano’s opened in Hartsfield Jackson Airport. For more information visit