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Pizza Place Planned for Silver Spring

New restaurant would offer pizza, salad bar, subs, sandwiches and more.

A franchise that serves pizza, salads, subs and sandwiches has plans to open at 404 E. Silver Spring Dr., the former home of .

A co-owner of Ideal Homes is planning to completely renovate the space, with hopes of opening in January. The name of the business will be announced by the time the tenant's conditional use permit goes before the Whitefish Bay Plan Commission at 7:30 a.m. Dec. 20.

Andy Garrison, the building's owner, said the restaurant will offer pizza by the slice, full pizzas, a salad bar, sandwiches and soup, bringing an alternative dining option from and . He said the franchise also plans to apply for a license to serve wine and beer.

"It should be a nice addition to the street," Garrison said.

The space has been on the market for three months, ever since the owner of What's Poppin' decided not to pursue a gelato cafe under the name . Garrison was also discussing leasing the space with Suburpia, as well as another pizza place and another sandwich shop.

"We really waited for a good quality tenant with good quality plans," Garrison said.

Bob McBride December 01, 2011 at 01:43 AM
Sounds interesting... Speaking of City Market, I really wonder how they're doing, business-wise. Hopefully they're pulling in some lunch business, because every time I've been by there at the dinner hour, the place looks half-deserted. Frankly, the interior looks more like an institutional dining area than that of a restaurant. I hope they didn't pay an interior designer a lot of money to come up with that look.
Shawn Matson December 01, 2011 at 04:53 AM
I like the idea of this. I love pizza, and I usually end up going down to Ian's for a slice. I know there are a few places in Shorewood, so hopefully this will prove to be a good place. I have been wholly disappointed by the WFB City Market location. I still go over to Shorewood. The staff still hasn't caught on, the place is always empty, and the space is just awkward and not as ambient.
HN WFB December 01, 2011 at 02:30 PM
Great! Another restaurant! I'm hopeful the pizza place will be busy for lunch (kids-students) and as long as the pizza is good, we're in! @Shawn Matson/Bob McBride, please support your WFB business district! Residents couldn't wait for CM to open and now we're complaining that it's EMPTY? The Interior Design isn't to your liking?? Sounds reminiscent of what was said about El Guapo's and look what happened to them. CM took a huge leap of faith to open in WFB - we should support our neighbors not bash them.
David Koscinski December 01, 2011 at 04:04 PM
I'm with HN WFB. City Market is, in my opinion, the first establishment on Silver Spring to offer the caliber of dining we've been missing. @Shawn, please frequent the WFB location in spite of your preference for the Shorewood locale and give them a chance to adjust. I look forward to the pizza joint, though I admit I was hoping for a place like the downtown Zaffiro's to occupy the old El Guapo's - a place for dinner more than for lunch. The What's Poppin location seems like a better fit for an authentic mexican joint like Taco Burrito Palace #2 in Chicago. Or if you're not familiar with that, then think of a mexican place that feels like Oakland Gyros on Oakland but also serves mexi beer and margaritas. Perhaps with QDoba down the street, that won't ever happen.
CowDung December 01, 2011 at 04:23 PM
I don't see Shawn's or Bob's statements as merely 'bashing' City Market. If one doesn't share what they don't like about a restaurant, or why they choose to go to a different location, can we really expect that things will improve or that the issues will be addressed?
Bob McBride December 01, 2011 at 04:34 PM
HN, I actually held back on my commentary regarding my experiences there, thinking it was the luck of the draw, but frankly, I could echo Shawn's commentary on the service. I support businesses that provide a good product or service. City Market, from my experience, is lacking in that regard. Maybe if folks had spoken up about their experiences at El Guapo, rather than leaving the reviews to a few homers who'll rubber stamp anything on Silver Spring, the owners might have caught a clue before the inevitable caught up with them. You also can't fault those who anticipated the opening of City Market and who were, apparently, underwhelmed by what they found when it actually opened. It's up to the business itself not to screw up the bonus goodwill it had before its doors even opened and there should be no expectation that the consumer should support an inferior business, just because it's in the neighborhood. You also aren't doing any business a favor by ignoring its shortcomings because you want to "support our neighbors" - ultimately those shortcomings will catch up with them.
Jeff Rumage December 01, 2011 at 05:10 PM
Hi everybody, David's comment reminded me that the new pizza restaurant also plans to apply for a wine/beer license. I'll add that to the story. Also, the former El Guapo's space is still available and is seeing interest from tenants. I'm not sure which types of businesses the property owner is talking with, but that space could still be more of a dinner environment like David mentioned.
CowDung December 01, 2011 at 05:19 PM
While I'm OK with the pizza place in that location, I don't see myself going there very often (there are many other pizza options that are likely more convenient for me). I'd rather have a good Mexican place in the North Shore. BTW--When is the WFB Dunkin Donuts supposed to open?
Jeff Rumage December 01, 2011 at 05:25 PM
I checked in with Dunkin Donuts a week or two ago and their hope was to open in December yet. It may get pushed into early next year, though.
CowDung December 01, 2011 at 05:39 PM
Thanks for the follow-up, Jeff.
235301 December 01, 2011 at 05:41 PM
It's been awhile since I've been in CM. Have they gotten past their soft open and actually have a full menu now? The soft open may have been a big mistake. The expectations were that CM on Silver Spring would offer a similar experience to the one on Capitol Drive. With the soft open they definitely fell way short in that department. If they can provide a similar experience to the one on Capitol Drive then they have a winner. But if they're stuck on the soft open deal then I would have reservations on their long term success. I think most of us here want to see CM succeed. El Guapos wasn't very good and that's the likely reason it died. That should be a cautionary tale for any of these restaurants opening on Silver Spring. If the customer experience isn't there, the business won't be there.
Michael Scott December 01, 2011 at 08:47 PM
I have to echo some of these other comments. El Guapo closed because their food was lousy and the service was slow. I was one who was excited about CM coming to Bay, but will not be a regular diner unless or until they get their act together. As much as I want to see them succeed, the convenience of their location does not trump disorganized service and subpar food. I support many businesses in WFB Biz District, but they happen to be the ones delivering good service & product. So far, CM does not fit into that category.
A Resident of WFB December 02, 2011 at 03:17 AM
I agree with CM comments on the service. The staff needs some training. Last week I stood their and waited while three people did nothing but move around the back counter and one person waited on the person in front of me. I ordered bread and a coffee and at dinner it was empty... Jeff you remember, you were there working on your breaking news story. Additionally, I've asked the staff for items missing from the self serve counter and the response was "what we have is out there" but when the person realized what they said they got the item and handed it to me to place on the self service counter for them. Maybe the owner will read the comments and correct the problem.
Paul S, WFB December 02, 2011 at 06:35 AM
If I read this correctly, it's a franchise. It makes me think of a Subway or Pizza Hut or something similar. It's not an independent with personality, it's a franchise with corporate purchasing, for ingredients (e.g institutional), corporate recipes and a "system" the owner has to follow. More like a small factory than a local place with personality. I'm open-minded about it, but it's hard for me to get excited about it when we already have really good independent pizza places in the area.
235301 December 02, 2011 at 12:49 PM
This is what I am hearing also. Mostly empty at what should be peak times. The feedback I've heard is that because of the awful service people are not returning. Too bad.
Constance July 24, 2012 at 12:33 AM
I know this is an old feed, but I wonder.. what happened to this proposed pizza place??
Jeff Rumage July 24, 2012 at 08:22 PM
The person that originally planned to open the pizza place decided not to pursue it. Now a frozen yogurt chain called Sweet Frog plans to open in the space: http://whitefishbay.patch.com/articles/sweet-frog-frozen-yogurt-coming-to-bay

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