PizzaFire’s First Atlanta Location Planned For Town Brookhaven

The franchised pizzeria would replace Treza in the mixed-use development.

The franchised pizzeria would replace Treza in the mixed-use development.

Town Brookhaven could soon be home to PizzaFire, a national pizzeria franchise.

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The mixed-use development late-November announced on its Facebook page that PizzaFire would open there next year, the first in Atlanta.

“We are excited to announce PizzaFire will be joining the Town Brookhaven mix in 2017,” the development posted to its page.

Dan Bekenov, an Atlanta-based entrepreneur with a background in luxury auto exports, is the franchisee planning the PizzaFire.

“It’s the quality of the food,” Bekenov told What Now Atlanta in a telephone interview Monday when asked why he chose to open a PizzaFire.

“Other pizzerias make you feel heavy afterwards. At PizzaFire, we use a light dough with always fresh, never-frozen ingredients. Everything is prepared to order.”

PizzaFire is a “have-it-your-way” style pizzeria where guests choose the sauce and toppings, made-to-order in a rotating oven that cooks pizzas in 120 seconds.

Bekenov plans on working with local farmers to provide vegetables grown hydroponically and free-range chicken, and in an effort to “accommodate everyone,” gluten-free dough and vegan cheese will be on the menu.

In addition to the menu available at PizzaFires nationwide, Bekenov hopes to source gelato produced locally in Brookhaven.

As for landing at Town Brookhaven, Bekenov gives his wife the credit.

“My wife likes the development, so I took her on a date there and I fell in love with that place.”

The 3,000-square-foot PizzaFire, situated in space 1040 (formerly Treza), could open by the end of January, 2017 pending the permitting process with City of Brookhaven and DeKalb County.

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