Four years after launching waffle business Press, owners Aaron Rosko and Emily Thomas are expanding with a cafe in Milwaukee’s Historic Third Ward.
Press Au Marche, meaning “at the market,” is slated for a spring opening on the first floor of The Marshall Building, located at 207 E. Buffalo St.
It will serve Press’ signature sweet and savory waffles, grab-and-go items including baguette sandwiches and soup, and coffee and espresso, Rosko said. Eventually, it may also serve alcohol.
The cafe will be the first permanent location for Rosko and Thomas, who started selling Belgian Liège-style waffles at farmers markets, festivals and private events in 2015. Two years later, they mobilized Press’ operations with a vintage food trailer.
With only 390 square feet of space, the cafe will have about 10 seats. Rosko said extra seating will be available in the lobby area outside the cafe, and he plans obtain a permit for sidewalk seating.
Although it has expanded its menu, Press will continue selling its mainstay product, waffles, at farmers markets and events.
“Waffles will always be number one,” Thomas said. “The addition of other food items just gives us more variety.”
Press’ new ready-made, street food-style items were inspired by the cuisine commonly found in Belgium, which is where both Thomas and Rosko have traveled.
The pair opened a prep kitchen last year on the second floor of The Marshall Building, which they will continue to use when the cafe opens. However, waffles will be cooked at the cafe.
A brick and mortar location allows Press to expand its catering offerings, including a lunch box concept that will be available starting in April, Rosko said. Each boxed meal will include a sandwich, a salad and a mini waffle–ideal for a lunchtime corporate event, he said.
The space that will house Press Au Marche in The Marshall Building is currently being renovated as part of a larger update to the building’s lobby.
