Dough Dough Pizza Co. to Open in Downtown Huntsville

Mercado Group will launch its new pizza venture at 222 Holmes Avenue on October 22.

Updated on Oct. 20, 2026 in Openings & Closings

Dough Dough Pizza Co. to Open in Downtown Huntsville

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Mercado Group will hold a grand opening for its latest dining concept, Dough Dough Pizza Co., in downtown Huntsville on October 22, 2026. The new restaurant replaces the former Razzo Pizza space.

Why it matters

The restaurant represents the latest project from owners Erick and Stephanie Luther, who aimed to establish a pizza spot tailored to their personal preferences. The business benefits from shared operational resources across the owners' broader restaurant portfolio.

The restaurant utilizes a cold fermentation process for its dough spanning 48 to 72 hours. This location marks the fourth dining establishment currently managed by the Mercado Group.

The players

Erick Luther

He is a restaurateur and co-owner of Mercado Group who developed the restaurant concept based on his own culinary preferences.

Stephanie Luther

She serves as a co-owner of Mercado Group and partner in the development of the new restaurant venture.

Mercado Group

This hospitality entity owns and operates multiple dining locations including Standard Social Market and Del Chuco Cantina Y Cocina.

The details

Guests order their food at the counter, selecting from various crust types including sourdough, cauliflower, and soon, Sicilian and Detroit styles. The menu features a selection of pizzas, sandwiches, salads, and desserts.

June 2026: Erick Luther identified that the 222 Holmes Avenue location was available.
October 16, 2026: The restaurant conducted a soft opening.
October 22, 2026: The restaurant holds its grand opening.

Market Landscape

The business operates within the broader restaurant industry trend of shared-service operational models to maximize efficiency. By leveraging centralized staffing and supply chains, the company positions itself to better compete in the local dining market.

Local diners can visit the new location at 222 Holmes Avenue to try the new menu options starting on the grand opening date. The counter-service model is designed to facilitate faster transactions for customers visiting during busy periods.

The takeaway

The restaurant exemplifies a centralized business strategy that utilizes shared assets across multiple dining brands. Customers can expect a consistent operational approach as the group scales its footprint in the downtown area.