Flatbread Re-brands, Plans Move to Zions Bank Building


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After seven years in operation, Flatbread Community Oven decided it was time to undergo a makeover.

“Basically, we were working too hard through our former logo to explain what it is we do,” said owner Robert Lumsden.

Lumsden recently opened a fifth Flatbread location in the Sugar House neighborhood of Salt Lake City Jan. 29. The Salt Lake restaurant was the first to undergo rebranding, changing its name to Flatbread Neapolitan Pizzeria and also changing its logo, uniforms, menu and interior design. Lumsden said the rebranding will translate seamlessly across the region as Flatbread continues to expand.

In addition to the restaurant's array of wood-fired pizzas, there will be several new Neapolitan pizzas added to the menu, including diavola with mozzarella di bufala, spicy calabrese salami and chili flakes, as well as carbonara with cherry tomatoes, arugula and a fresh egg. Flatbread will also offer artisan salami from Creminelli Fine Meats.

"We can't even keep up with the demand in Sugar House for one of our new desserts, the butterscotch budino with house-made caramel and sea salt, selling about 40 a day,” said Lumsden.

FNP also plans to expand its craft brew selection. Flatbread's Treasure Valley locations downtown location will now have a minimum of 10 taps (an increase of six) and the restaurant plans to work closely with Payette Brewing Co., Crooked Fence Brewing and Highlands Hollow. FNP will also expand its selection of cans and will donate proceeds from recycling the cans to local charities.

The changes to Flatbread's three Treasure Valley restaurants should be finalized by Friday, March 1.

But one of the biggest changes for Flatbread in Boise won't happen until early January 2014, when its downtown restaurant relocates to the new Zions Bank Building on Eighth and Main Streets.

FNP will take over the corner of the building's second level overlooking Eighth Street. Lumsden says a glass wall will give diners a complete indoor/outdoor dining experience.

“We want to be in the center of the action and we want to make it easier for our customers to park,” said Lumsden.

FNP will still have one year left on its lease in its current location at 615 W. Main St. after relocating. Lumsden hasn’t decided what to do with the space yet.

“My wife Lisa is a point-and-shoot kind of gal; just do it. I tend to suffer from paralysis by analysis,” said Lumsden.

Lumsden said these changes are only the beginning for FNP.

“I'm heading to Denver in March to snoop around a bit,” said Lumsden.