News

Build-your-own pizza market heats up with Stone Flats

November 1, 2010

The build-your-own pizza market is heating up. Last week, Beautiful Brands International announced the franchising of Top That! Pizza, which uses sandwich shop economics to allow customers to build their own pizzas, which cook in about 3 minutes.

Now another new player is entering the competition. Stone Flats, a new restaurant concept designed to provide a healthy dining experience in a fun urban loft environment, is gearing to open its first restaurant in a planned nationwide chain rollout. The concept will debut Nov. 19 in the SR Ranch Center in San Diego, Calif.  Stone Flats centers around fresh, made-to-order flatbreads, salads and signature soups that provide a quick, value-priced, and nutritionally balanced meal. 

Stone Flats will allow guests to select from a variety of toppings to craft their own custom flatbread or salad. The flats, sauces, soups and marinades are made from signature recipes using custom blended spices.   

In addition, the restaurant will carry five signature flats, created by executive chef Andy Johnson -- such as the steak flat with marinara, goat cheese, arugula, basil and scallions – to give guests a variety of pre-made combinations to choose from. Featuring fresh, natural ingredients with minimal use of preservatives, all of the signature flats are under 500 calories and low in saturated fats, with zero grams of trans fats. 

Stone Flats will feature an urban loft design, with an open kitchen showcasing ovens from the Wood Stone company. This will provide an interactive dining experience, from the initial ingredient selection to watching the flats cook in the oven in less than 90 seconds.

“With pizza being the second most popular food choice in America, we wanted to create a lighter version of the popular food choice in a healthy, guilt-free way,” said brand president and CEO, Brad Mason. “Stone Flats provides a unique, fresh and health-conscious alternative to pizza that’s crafted to each person’s tastes.”

Adding to the company’s dedication to fresh and natural ingredients is its promise to source locally whenever possible. The chicken, beef, sausage, and bacon are all sourced from providers that are dedicated to providing 100 percent natural, humanely raised animals without the use of hormones. 

Stone Flats’ eco-friendly practices such as recycling, utilizing energy efficient appliances and lighting, and the use of only recyclable paper and plastic products are evident in the urban loft interior.  Much of the furniture and building materials are recycled, such as the chairs made from recycled Coke bottles and the wood on the walls which came from Wyoming snow fences.  

Stone Flats will be open daily for lunch and dinner and will serve premium beer and wine. Take out orders will be accepted by phone or online.