StoneFire Pizza Co., a family pizza buffet-entertainment center, opened November 10, 2006 in New Berlin, Wisconsin, a Milwaukee suburb.
The 37, 000 square foot center seats 460 people in four differently themed dining rooms in its all-you-can eat buffet area:
- Northern Woods, a quiet dining room
- The Fan Club, sports-themed with nine television screens showing ESPN sports
- Toon City showing children’s cartoons
- Discovery Play, a dining room with children’s pretend play activities
Additionally, there are eight private birthday rooms. Including the party rooms, there is total seating for over 620 people. The family entertainment area occupies half of the center and features bumper cars, a Bouldering wall, a three-level interactive foam ball play Ballocity unit, four lanes of mini-bowling, a children’s Frog Hopper ride, 90 redemption and ride-simulator games and a redemption prize store.
The all-you-can-eat buffet features an extensive selection of foods, including a salad bar, soups, 16 different pizza selections, Asian and Italian foods, a children’s buffet area, desserts and an extensive selection of drinks.
Randy White, CEO of the White Hutchinson Leisure & Learning Group, designers and producers of the project, said, "StoneFire Pizza Co. includes a number in innovations for this fast evolving form of eatertainment (restaurant-entertainment) facility. StoneFire Pizza Co. is the first family pizza buffet-entertainment center to include an Asian wok station, a specialty coffee station and to cook pizzas in a gas-fired, stone hearth style Wood Stone pizza oven. The Wood Stone oven is the largest double-sided oven the Wood Stone company has ever produced, weighs 5 tons and can produce over 200 pizzas an hour."
"As part of our overall brand imaging of the business, we not only designed the facility, but also developed the name, the logo and the costumed mascot, Mel T. Designing a facility like StoneFire Pizza Co. requires a totally coordinated effort to assure a consistent brand image. It's really all about developing a brand, not just designing a facility. The brand not only includes the exterior and interior building design (known as the trade dress), but a logo that coordinates with the trade dress and conveys the look and feel of the business. The overall branded design along with the upscale buffet features where developed to position StoneFire Pizza Co. as a new luxury offering to attract its targeted white-collar market."
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