Donna Lee, on the heels of introducing her Chicago-based Brown Bag Seafood Co. to Atlanta in September with an opening in Colony Square, on Monday announced plans to debut a second local outpost in 2021. The planned Brown Bag will be situated in the Westside Provisions District (WPD) development in space most recently home to Little Star, at 1198 Howell Mill Rd NW.
The counter-service restaurant is slated to debut sometime towards the end of the first quarter next year in the space that sits between Jeni’s Ice Cream and Serena and Lily, Zach Flanzman, Brown Bag’s Chief Strategy Officer told What Now Atlanta (WNA) in an interview. It is one of at least two locations planned for the company in the Atlanta-area in 2021, with the goal of up to eight local restaurants. Brown Bag’s shortlist of options include venues and neighborhoods like Ponce City Market/Old Fourth Ward, South Midtown, Modera Prominence, Akers Mills Square, Vinings Jubilee, 84 Perimeter, Alpharetta, and Decatur, Flanzman confirmed. Aside from Colony Square and WPD, no additional leases have been finalized, however.
“Expanding our business during the pandemic is a careful balance,” Flanzman said, noting that the safety of Brown Bag’s employees and customers is always the most important factor. “When there are opportunities that meet our criteria, we move on it. As we think about what areas to look into, the size of spaces, how to staff, the strategy can’t be, ‘just stop everything because there’s a pandemic.’ It’s about thinking long-term and adjusting accordingly.”
The Brown Bag team has had its eye on the Little Star space which has “gained attractiveness as the pandemic grew,” Flanzman said, hinting at a deal on the second-generation space which is owned by Jamestown. “Plus, in WPD, we can step outside of our normal office customer base and play to dinner and weekend crowds.”
Restaurateur Donna Lee founded Brown Bag Seafood Co. in 2014 and has grown the chain to ten locations across Chicago and Atlanta, including the planned WPD store. The 1,143 square-foot space will boast hand-drawn signage and “coastal flair,” and a kitchen within full view of guests. The menu at the WPD location will include Brown Bag’s mix of responsibly-sourced seafood that is delivered fresh daily, with items such as grilled salmon, shrimp, and a rotating daily catch. Proteins are paired with a variety of creative builds to allow for customization of every entrée. Those items include salads, tacos, and the “Powerbox” — an ancient grain blend. The menu will also feature vegetables, soups, and sauces made from scratch daily, along with a wide selection of vegetarian, dairy-free, and gluten-free options.
“We love Westside Provisions District and think the retailers and restaurants at the property are truly best-in-class,” Lee said in a prepared statement. “We are looking forward to joining the great collection of businesses at the property and we hope to add a new aspect as well as a quick, healthy, grab and go lunch and dinner option.”
Brown Bag at WPD will be open Monday through Sunday for lunch and dinner. The location will be available for dine-in, carry-out, and curbside orders (with short term parking spaces directly in front of the restaurant).