Baby, it’s cold outside. But the potential for delicious new Valentine's Day treats is heating up in Brookfield thanks to the opening of Woops!, a new kiosk specializing in macarons and international pastries.
Located in the center court at Brookfield Square, Woops! offers handmade classic French macarons in more than 20 flavors, as well as 30 other international desserts produced in the company’s bakery in New York City, or imported from Europe.
The franchise is owned and operated by Shahnoza Saadati, an Uzbekistan immigrant and first-time business owner who was drawn to the Woops! brand’s quality and aesthetic.
"I want to bring an enhanced dessert experience to Wisconsin" says Saadati. "My hope is that through our macarons and delicious treats, people are reminded of a nostalgic time – a reminder to slow down, appreciate where you are presently and enjoy that moment."
Woops! Began in 2012 when four friends from various parts of the world (Israel, France, India and the U.S.) opened a macaron pop-up shop at the Holiday Shops in New York City’s Bryant Park. The pop-up was launched on a whim; but in nine short weeks they had sold 100,000 macarons and developed a cult-like following.
It was at that point that the friends realized: "Woops!," they had a thriving business. Building on the momentum and popularity of Bryant Park, the four friends soon opened boutique mall kiosks in major malls throughout the Northeast and beyond.
"Our macarons are not French; they are also not ‘American’ per se," says Saadati. "They are American in the sense that they are a reflection of the melting pot that makes us who we are. Between the classic French flavors, the American cookies and cream and the British London Fog, we provide opportunities for every single customer to experience that present moment."
Woops! is open Monday through Saturday from 10 a.m. to 9 p.m. and Sunday from 11 a.m. to 6 p.m.. For more information, or to place an online order, visit bywoops.com.
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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