Pizzeria calls it quits after short stay at suburban mall.



Varasano's Pizzeria , the Atlanta-based pizza shop from Jeff Varasano, has closed its location at Perimeter Mall in Dunwoody. The restaurant, which opened just this past October, was located at the front of the mall between Urban Outfitters and The Pub.





The restaurant, which was first announced in the summer of 2014, was then said to be on track to open by the fall of 2014. Complications related to the combining of multiple spaces to to form the restaurant were both costly and slowed the build-out process.





Varasano's opened this past October , and according to Varasano, lackluster Black Friday sales spelled the writing was on the wall that the restaurant was in trouble.





Management tried a number of "remediation" tactics including switching from counter service to full service and making better use of their speakeasy, but in the end, there was simply not enough traffic to sustain the business.





Sources tell ToNeTo Atlanta that the restaurant abruptly closed after dinner service Wednesday, and that movers are on location today clearing out the space.





A previously planned location at North Point Mall in Alpharetta, which long ago I'd heard was dead... is officially not happening.





When reached by phone earlier today, Varasano blamed lower than expected traffic at the mall for the restaurant's closure, while other industry observers cited complexities in the concept and far too wild an interior, for the restaurant's demise.





Aside from classic Varasano's pizza, the restaurant also housed a "hidden" speakeasy called "The Vanguard," as well as featuring over 30 flat screen TVs in an effort to attract the sports-bar crowd. The restaurant also had a semi-private "living room" for lounging and sports viewing or private gatherings.





Varasano's also had a severely underutilized satellite bar, "Oasis," located just outside the restaurant. Varasano tells me that the bar was abandoned months ago, after it proved to be an unprofitable endeavor.



Perimeter Mall is in the midst of a multi-million dollar renovation, one that is slated to include a full update of all the stores/common areas around Varasano's. The updates around the pizza restaurant, which were reportedly on track for early this year, are now scheduled to begin within the next couple of weeks.





According to Varasano, the Perimeter location produced the best pizza he'd ever made but he felt the Dunwoody crowd simply didn't take to it.





The original Varasano's in the lobby level of the Mezzo apartments on Peachtree Street in south Buckhead remains open along with a licensed location at Hartsfield-Jackson Atlanta International Airport. While it is my understanding that the airport location does well, there has long been talk of the Buckhead outpost relocating due to its "challenged" location and limited parking. For now, Varasano is hitting the "pause" button.



Perimeter Mall recently welcomed Cowfish, a Charlotte-based burger & sushi restaurant, and will see the addition of Shake Shack later this fall. A new, larger Apple store is also on track to open in time for the holiday shopping season. Real estate sources indicate there is already interest in taking over the Varasano's space.





Are you surprised to see Varasano's close? What would you like to see open in its place? What is your favorite Perimeter Mall restaurant?



