Urban Bricks, Kalispell’s newest food franchise, will hold its grand-opening celebration on Saturday, Feb. 16.

Free pizza will be served from 11 a.m. to 3 p.m. at the restaurant, located at 635 Treeline Road.

Owner Alex Weinstein said he was attracted to the Urban Bricks concept of unlimited toppings for pizza, paninis, salads and pasta at one fixed prize. He and his wife, Danni, are also the proprietors of Dickey’s Barbecue Pit in Kalispell.

“It’s a new, young brand,” Weinstein said of the Urban Bricks chain. “I’m about the 19th store in the country.”

Urban Bricks sells speed as an important facet of its service. Weinstein said each pizza cooks in about two minutes.

“We pride ourselves on our fast, professional customer service, being quick and friendly,” he said. “Dickey’s has a good reputation for great service, and we will have that with Urban Bricks.”

Urban Bricks has been open for about a month with a staff of around 25. Weinstein said he wanted to fine-tune the process and get the employees up to speed before publicizing the store with an opening party.

“We have gotten everything worked out and everyone is ready to roll and we know what we’re doing.”

The Urban Bricks company initially was skeptical that Kalispell was a viable location for expansion, Weinstein said. The surrounding box stores and other franchise restaurants that pull consumers into the area from all over the valley were enough to convince Urban Bricks that there is a solid customer base here.

Weinstein said the store’s location near the U.S. 93 bypass will also be a factor in the success of Urban Bricks.

“We’re right off the bypass and close to Glacier High School — it’s the location of the future,” he said. “In three years, the fields that I have around me will be covered up. It’s the place for development at this point.”

Reporter Heidi Gaiser may be reached at 758-4438 or hgaiser@dailyinterlake.com.