Benson’s reveals theme for new restaurant
Business will feature ‘speakeasy-inspired’ bar
A “sophisticated neighborhood grill” with a “speakeasy-inspired” bar will be Benson’s Restaurant Group’s newest Third Ward venture, the group announced recently. It plans to make its debut this summer.
The restaurant group, a division of Marcus Investments, already operates three Third Ward staples: Onesto, Smoke Shack and Blue Bat Kitchen & Tequilaria, as well as AJ Bombers downtown, The Bridgewater Modern Grill in the Harbor District, and the suburban Zaffiro’s pizzas.
“The Third Ward has really developed into such a mature market,” David Marcus, CEO of Benson’s Restaurant Group, told the Journal Sentinel. “And I think it’s just underserved in the ‘center of the plate’ entrees and the combination of great food and a great bar. We’ve seen it at Onesto. When you put those two together, it really resonates.”
The Edison, 322 N. Broadway, will be in the former Wahlburgers, which closed this year after three years in business.
“Our whole philosophy is approachable sophistication,” Marcus said.
The Edison will serve brunch, lunch and dinner daily. The menu will feature “indulgent, new American eats,” including coal-fired butcher’s cuts and seafood, as well as classic dishes, a news release said. Offerings will include steaks, chicken, fish, salads, “fun” appetizers, a “strong” brunch menu and more, Marcus said.
“I firmly believe you want to keep one foot planted in the center, and be creative from there,” Marcus said. “It’s items people will recognize, but the execution on them will be exceptional.”
Benson’s regional executive chef Steve Gustafson, who spearheaded The Bridgewater’s culinary operations, and corporate executive chef Alex Sazama will oversee the menu’s creation, the news release said.
Now, on to the speakeasy-inspired bar. Expect a curated selection of distilled spirits, “nostalgic” cocktails with modern twists, local draft beers and a wine list, the news release said.
“Our team spends a lot of time crafting that menu and coming up with items that are creative and interesting,” Marcus said. “It’ll have a strong bourbon and whiskey selection, and they will leverage that and create cocktails that capture the imagination.”
A happy hour will be held Monday through Friday.
The restaurant will have seating for 140 guests, including at the bar and in the dining area. There will also be a front patio with seating for 44.
RINKA is helping with the design work, Marcus said. If you’ve been to The Bridgewater, he said, The Edison will have a “cozier” and “vibier” feel.
“The space captures the true spirit of the Third Ward, with raw, architectural accents with warm wood and tall windows, while remaining contemporary and inviting,” Marcus said in the news release.
The Edison team is made up of executive chef Anthony Janssen, executive sous chef Adam Gustavson and general manager Patrick Erdman. The restaurant is hiring for all front and back of house operations, the news release noted. People interested in applying can visit bensonsrestaurantgroup.com/ careers.