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MetroFresh’s Mitchell Anderson plans new concept
 Posted
2/1/2010 12:04:00 PM
ATL Food Chatter: February 1, 2010
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We know at least one Atlanta restaurateur feeling optimistic about the future: Entrepreneur/actor Mitchell Anderson—owner and head chef of Midtown’s soup and sandwich spot MetroFresh—is planning to open three “gourmet boutique sandwich shops” called MitchWich over the next 18 months in various Atlanta neighborhoods.
MitchWich will feature a 1,000-1,500 square-foot floor plan with a “warmer and woodsier feel” than MetroFresh but with a slightly different design for each location. Anderson has worked with a brand development firm over several months to develop the concept that will continue his food philosophy without duplicating the style of Metro Fresh. It will serve a breakfast and lunch menu focusing on sandwiches made with quality, organic ingredients, along with some soups and salads crafted by Anderson and his executive chef, Byran Kraatz.
Initially, Anderson is looking at neighborhoods such as the Fairlie Poplar district, Westside and Decatur because of their proximity to MetroFresh. Over the next three years, Anderson then plans to expand into metro Atlanta markets that ideally offer both local community and business customer bases. He says that the first ten stores will be company-owned but will consider franchising the concept after that goal is reached.
NEWS AND NOTES:
Gayot.com, the international dining and travel guide, has published its 2010 Restaurant Issue, on which Atlanta received a good amount of love:
Restaurant Eugene was the only Atlanta restaurant named in the 2010 Top Forty Restaurants in the US.
Paces 88 was named one The Top Ten New restaurants.
Flip Burger Boutique was named as one of the Forty Best Cheap Eats.
Kevin Rathbun Steak was named one of The Top Ten Steakhouses.
Kevin Gillespie was named one of The Top Five Rising Chefs.
Buckhead. Tomorrow’s News Today reports that The Taco Stand has closed after nine years.
Downtown. What Now Atlanta is reporting that several of Underground Atlanta’s Kenny’s Alley spots are changing their concepts to attract more Georgia State students.
Midtown. Avra Greek Tavern has closed.
Morningside. Rosebud will host the Atlanta Community Food Bank’s Supper Club on Tuesday, February 9.
Palmetto. Kessler points out that The Hil was named one of the Top 10 Best New Romantic Getaways in the February issue of Bon Appetit.
Westside. Flip Burger Boutique received some serious publicity on the Serious Eats’ Hamburger Today blog last week.
West Egg Cafe has moved into its new location, paces away in the White Provision building. The restaurant plans to start dinner service soon.
Question of the Week: What intown former wine bar and restaurant is rumored to have a new name, a new chef and a new menu?
PS. The answer to last week’s QOTW—What former Buckhead hotspot is rumored to be converting to an “upscale, local gastropub” this spring?—is Carbo’s Cafe, which is being taken over by Gardner Dominick, who owns two bars in Athens, Georgia.
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James Oxendine
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yes yes yes,,, !!!!great sandwiches to go???on every corner in new york! atl needs you!... bring it on mitchell!!!!
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Posted By
johnathan
On
2/3/2010 7:15:11 PM
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MetroFresh must be doing something right if they managed to thrive in down economy and develop a new concept for expansion. I think it's great there will be few more people employed because Mitchell is brave enough to try something new. Good luck.
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Posted By
Sharon G.
On
2/3/2010 10:35:21 AM
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I recently rediscovered MetroFresh after a few years working outside the perimeter. What a treat, to find such unexpected flavors—strong flavors—and a variety of soups that would be nearly impossible to find anywhere else in town. A Moroccan lamb stew was a recent revelation (a treat in this cold weather) and I've begun checking daily to see if my favorite, Lasagna Soup is on the menu. I, for one, am on pins and needles about this interesting offshoot.
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Posted By
James D
On
2/3/2010 8:31:10 AM
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WELL DESERVED AFTER 5 YEARS OF MAKING US METROFRESHUALS,, GOOD LUCK,, NEED AN INVESTOR?
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Posted By
DAVID
On
2/3/2010 8:19:37 AM
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I LOVE MITCHILI!!!!!!!!! AND,,, WHERE CAN U GO AND GET A REALLY GREAT SANDWICH TO GO IN ATL??I SAY MITCHWICH IS OUR ANSWER!YOU GO METROFRESHUALS!
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Posted By
SARAH
On
2/3/2010 8:13:05 AM
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you guys are CRAZY! metrofresh rocks! and as an investor in metrofresh i have already gotten my money back with a helluva lot more than a bank can pay with interest inless than 5 years,,, so im ready for round 2 guys!bring on the MITCHWICH!
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Posted By
rico
On
2/3/2010 8:10:22 AM
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I suppose discussion of the rapid expansion plan is to attract investors who want to be part of the next big thing... but how about doing one first, do it well, then expand. Agree that Metro Fresh is usually just OK and not half as charming as Souper Jenny.
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Posted By
JimATL
On
2/2/2010 3:22:13 PM
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i hate to be a pooper..but i must say that Metrofresh isn't even that great. The menu is too limited. There have been many times (three) that i simply left because they didn't have anything that suited me. I have been told by many others too that they felt this way.
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Posted By
Jack Black
On
2/2/2010 2:14:26 PM
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I totally agree with the other comments; I HATE it when owners announce or open multiple locations before the first one even succeeds. Big Red Tomato, Hot Stix, My Panini, Rolling Bones, Dressed, The Grape (their 1st location in Vinings was ok), Artuzzis, etc. People (including Martin Sprock) see the success of Moe's and they think they can duplicate it to get rich quick.
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Posted By
Mike H
On
2/2/2010 11:00:53 AM
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My thoughts exactly on both. To say without even having one open that you are planning for 3 in 18 months seems a bit much, esp with the economy. Additionally, first thought that came to mind when I read this was Tom Colicchio's 'wich craft from NYC. To Mitchell, I say, good luck!
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Posted By
Eli Z
On
2/1/2010 8:28:16 PM
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Another Example: Maxim Prime
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Posted By
Jack
On
2/1/2010 4:41:06 PM
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tired of people talking about planning to open multiple locations without even opening the first one. So cocky to think that it will succeed. EX. Dressed Salads.
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Posted By
jack
On
2/1/2010 4:37:51 PM
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I was thinking that, too, Jim.
QOTW: Vinocity? Though that's more than just a rumor at this point...
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Posted By
Matt
On
2/1/2010 2:34:37 PM
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Mitch wich = 'wich craft.
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Posted By
JimATL
On
2/1/2010 12:59:17 PM
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