Ft. Lauderdale-based Treza Fine Salad & Wood-Fired Pizza Co. closed its TOWN Brookhaven location last night. The casual pizza and salad eatery opened in late 2011 and closed for a short time in April 2012 for a rebranding effort that included a new logo, renovated dining room and new color scheme.
Treza has two corporate locations in Arkansas but they operate under the name ZAZA Fine Salad + Wood-Oven Pizza Co. The Arkansas locations have their own separate website with no mention of the Atlanta location.
Jim Bullock, then vice president of franchise development, was quoted in 2012 saying "The goal is to open 100 restaurants within the next five years, mostly in the Southeast, with 12 open by the end of 2012."
Although I'm aware of at least one restaurant at The Summit in Birmingham that was "under construction," and others where there were letters of intent in place, such as Tuscaloosa, Huntsville, and Montgomery, none of them ever opened.
Treza has been on the DeathWatch for much of its existence and its closure comes as a surprise to few who were familiar with the restaurant and its location amidst the food court that is TOWN Brookhaven.
In case you've lost count, TOWN Brookhaven is currently home to more than a dozen quick serve, casual and higher end eateries.
Soon Lucky's Burger & Brew will open in the failed Slack Hoagie Shack space giving the beleaguered center its first true burger joint.
Boneheads is the next most likely to close given its poorly executed concept and limited market penetration.
What are your thoughts on the Treza closure?
Do you think Treza would have been successful elsewhere in Atlanta?
What would you like to see happen to the Treza space?
What is your favorite restaurant in TOWN Brookhaven?