By Lori Fredrich Senior Food Writer, Dining Editor, Podcast Host Published May 02, 2013 at 9:36 AM

The Bay restaurant, 342 E. Silver Spring Dr., will open its doors to the public with a limited menu beginning this evening.  

Inhabiting the space formerly occupied by El Guapo, The Bay evokes a retro vibe, with walls decorated with classic photos of Whitefish Bay and a menu that hearkens back to the good old days.

Executive Chef Erik Hansen, most recently of Distil, has produced a straight-forward menu featuring salmon, andouille-encrusted cod and hanger steak and fries. Sandwiches include burgers made with beef ground at a nearby Sendik’s store, buffalo chicken, blue cheese and roast beef and a roast veggie sandwich. The menu will also include appetizers, soups, salads and desserts.

The bar menu will feature bottled beers and  six craft cocktails at its launch, but may expand in the coming months. 

The restaurant, owned by James McMahon and Paul Berlin, a team formerly involved with Sabor Brazilian Churrascaria, aims to tune in on customer feedback to further develop the focus of the menu in the weeks ahead. Eventually, the restaurant will offer lunch and weekend brunch.

Stay tuned to for more information.

Lori Fredrich Senior Food Writer, Dining Editor, Podcast Host

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 each and every dish. She’s had the privilege of chronicling these tales via numerous media, including OnMilwaukee and in her book “Milwaukee Food.” Her work has garnered journalism awards from entities including the Milwaukee Press Club. 

When she’s not eating, photographing food, writing or recording the FoodCrush podcast, 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.