StoneFire Pizza Co. has permanently closed in New Berlin
NEW BERLIN - StoneFire Pizza Co., New Berlin’s answer to the kid-friendly format made popular nationally by Chuck E. Cheese, has served its last slice.
The restaurant, located near Marcus Theatre’s Ridge Cinema just south of Interstate 43, unexpectedly announced May 16 on its website that it had permanently closed, ending 17 years in business locally. The reason behind the sudden closure was not revealed.
“It is with great sadness and regret that after 17 years of serving the New Berlin/Milwaukee community we are closing our doors permanently,” StoneFire Pizza said in its statement. “We would like to thank you all for your continued support. You have made this a staple landmark for almost two decades. We wish you all a wonderful, safe and enjoyable future with tons of fun and great adventures.”
Though not as well-known as Chuck E. Cheese, which has more than 500 locations, StoneFire Pizza nonetheless offered more than pizza as the basis for its attraction. The restaurant served as an “amusement center with bumper cars, mini-bowling and an arcade,” according to its website. The business frequently promoted “party packages,” angling for families interested in options for birthday parties or other large social gatherings.
Those seeking refunds of deposits for previously scheduled events at the business were told to email rgonzalez@slaters5050.com.
In Facebook postings in which the closing was announced, commenters were somewhat critical of the kid crowds, with some saying it was among the reasons they were less likely to frequent the business in recent years.
The restaurant, 5320 S. Moorland Road, also remained closed during the pandemic, a necessity that may have hit the business harder than pizza establishments that rely more on delivery services than inperson crowds.
The business also struggled mightily more than a decade ago, losing the site to its bank creditor in 2009, declaring bankruptcy in 2010, fighting an eviction by its bank creditor, and then reopening under new ownership in 2011.
Company officials did not make themselves available for interviews. The person linked to the email address included in the closing announcement did not immediately respond to questions seeking additional information.