Fitzy’s Cafe is the name of a brand new full-service eatery and coffee shop located inside the Fitzgerald Pharmacy at 424 E. Silver Spring Dr. in Whitefish Bay.
The cafe offers up a nod to the original pharmacy, which served the North Shore community with a sandwich counter, soda fountain and candy for 65 years, and which was renewed by new ownership, as well as a selection of locally-sourced treats, including Purple Door Ice Cream, when it reopened in 2022.
Don't worry! The ice cream offerings will remain. But they will be augmented by a menu of housemade fare suitable for breakfast, lunch or dinner.
“The cafe format was a natural next step for us,” said Fitzgerald Pharmacy President Tamir Kaloti. “Food is fuel. As is coffee, for many of us. We’re excited to offer something for everyone, while infusing fun culinary twists that appeal to all the senses. Whether that’s our Labneh Tartine or Elderflower and Matcha ‘Gin’ Rickey, everything has a personalized touch.”
What to expect
The cafe, which features a modernized take on the luncheonette, boasts an airy environs with a food counter, coffee bar and lounge seating. Guests can order at the counter and seat themselves or take food with them to go.
Even better, it provides a convenient spot for shoppers who can purchase health and beauty items or pick up their prescriptions while waiting for their order. Patio seating will also be available at Fitzy’s Cafe during more clement months.
Crafty coffee
The new cafe teased its craft coffee program last month, debuting specialty coffee blends by Midwest roasters and offering a menu of French pastries and savory breakfast dishes. But, beginning this week, the locally sourced, chef-curated menu has been expanded to include cuisine suitable for all-day enjoyment, including vegan, gluten-free and kid-friendly options.
The cafe’s coffee and tea program, which was curated by Discourse Coffee founder, Ryan Castelaz was designed to conjure the spirit of the old-school pharmacy with fun, innovative modern concoctions.
Offerings include a full complement of coffee and espresso drinks, plus special offerings like the seasonal Sweater Weather (oat milk, chai, orange gingerbread syrup, Bittercube Trinity bitters, house spice blend) and Burn One All the Way (espresso, milk, vanilla bean chocolate, na orange liqueur, orgeat, Discourse bitters, rosemary and orange peel; pictured above).
“Ranging from expertly prepared traditional beverages to experimental serves and everything in between, this is a menu you can return to time and time again, always uncovering a future favorite,” notes Castelaz, whose list of accomplishments includes authorship of the 2023 book, “The New Art of Coffee,” which was released last spring.
Modern bistro fare
On the menu, guests will find sweet and savory breakfast items, salads, grain bowls and sandwiches, all prepared fresh using organic, high-quality ingredients by Chef Kay Dieterman.
Options include staples like Avocado Toast with lemon balsamic avocado mash, burrata, pickled onions, cherry tomatoes and fines herbs ($12 or $14 with an egg), along with items like the Mediterranean Egg Salad Tartine (egg, labneh, olive oil, za'atar, seasonings on multi-grain bread, $13); Salmon BLT (salmon bacon, lettuce, tomato, garlic aioli on sourdough, $19); and Bananas Foster Croissant (a butter croissant with caramelized bananas, ice cream, caramel drizzle, $14). View the full menu online.
“There are plenty of places to grab coffee or a bite to eat,” says Dieterman. “We want to make every visit memorable. Fitzy’s isn’t a greasy spoon establishment or a typical bistro. We love seeing guests come back to further explore the menu and taste something new.”
Fitzy’s Cafe is open daily from 7 a.m. to 8 p.m. A grand opening celebration is slated for January and will coincide with the rollout of a finalized menu, plus online ordering and delivery options.
As a passionate champion of the local dining scene, Lori has reimagined the restaurant critic's role into that of a trusted dining concierge, guiding food lovers to delightful culinary discoveries and memorable experiences.
Lori is an avid cook whose accrual of condiments and spices is rivaled only by her cookbook collection. Her passion for the culinary industry was birthed while balancing A&W root beer mugs as a teenage carhop, fed by insatiable curiosity and fueled by the people whose stories entwine with every dish. Lori is the author of two books: the "Wisconsin Field to Fork" cookbook and "Milwaukee Food". Her work has garnered journalism awards from entities including the Milwaukee Press Club. In 2024, Lori was honored with a "Top 20 Women in Hospitality to Watch" award by the Wisconsin Restaurant Association.
When she’s not eating, photographing food, writing or planning for TV and radio spots, you’ll find Lori seeking out adventures with her husband Paul, traveling, cooking, reading, learning, snuggling with her cats and looking for ways to make a difference.
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