Mercado Group to Open New Huntsville Pizza Concept
The restaurant will leverage shared back-of-house resources to streamline operations across four local properties.
Updated on Oct. 21, 2026 in Openings & Closings
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Mercado Group will hold the grand opening for its latest restaurant concept, Dough Dough Pizza Co., in downtown Huntsville on October 22, 2026. The new eatery replaces the former Razzo Pizza location at 222 Holmes Avenue.
Why it matters
The opening represents a strategic expansion for Mercado Group, which leverages shared ingredients, supplies, and labor across its four local restaurant properties to optimize operational overhead.
Mercado Group operates four local restaurants using a centralized model for ingredients and staffing. The kitchen utilizes a 48 to 72 hour cold fermentation process for its sourdough crusts.
The players
Mercado Group
A local restaurant operator managing a portfolio of four distinct dining concepts in Huntsville.
Erick Luther
The co-owner and operator behind the development of the Mercado Group restaurant portfolio.
Stephanie Luther
The co-owner who manages the expansion and operational development of Mercado Group venues.
The details
Dough Dough Pizza Co. functions as a counter-service establishment, streamlining the customer flow to maintain operational efficiency. The restaurant shares infrastructure with other Mercado Group properties, allowing the company to aggregate purchasing power for its various crust types and menu offerings. While the menu currently features sourdough and cauliflower options, the group plans to expand its repertoire with Sicilian and Detroit style crusts.
Timeline
June 2026: Erick Luther identified the 222 Holmes Avenue location as available.
October 16, 2026: The restaurant hosted a soft opening on Friday.
October 22, 2026: The restaurant hosts its grand opening.
Market Landscape
The launch reflects a broader industry shift toward multi-concept shared-resource management. By centralizing procurement and labor, the group follows a precedent where operators scale efficiency across multiple distinct brands.
Operators should observe how Mercado Group utilizes shared staff and supply lines to maintain margins across multiple concepts in a high-rent downtown district. Reevaluating supply chain consolidation with peer restaurants may provide a path to stabilizing costs.
The takeaway
This expansion demonstrates how integrating back-of-house operations can lower the barrier to launching new niche concepts. Owners should track whether the shared-labor model effectively sustains service quality as the group adds more complex menu items like Detroit style crusts.
Further reading
For more on local dining business trends, visit Huntsville Openings & Closings.
Source note: This article includes information reported by Al.
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