The Third Ward's new sophisticated neighborhood grill with a speakeasy-inspired bar sets its opening date

Benson's Restaurant Group's newest Third Ward venture, a "sophisticated neighborhood grill" with a "speakeasy-inspired" bar, has set its opening date.

The restaurant group, a division of Marcus Investments, already operates three Third Ward staples: Onesto, Smoke Shack and Blue Bat Kitchen & Tequilaria, as well as AJ Bombers downtown, The Bridgewater Modern Grill in the Harbor District, and the suburban Zaffiro’s pizzas.

"The Third Ward has really developed into such a mature market," David Marcus, CEO of Benson’s Restaurant Group, told the Journal Sentinel. "And I think it's just underserved in the 'center of the plate' entrees and the combination of great food and a great bar. We've seen it at Onesto. When you put those two together, it really resonates."

The Edison, 322 N. Broadway, will be in the former Wahlburgers, which closed this year after three years in business.

On June 30, the restaurant will open its doors for walk-ins to assist in staff training, a June 7 news release said. The grand opening for full service will be held on July 5. A reservation for grand opening week can be made at opentable.com/r/the-edison-milwaukee.

A look at The Edison's food menu

"Our whole philosophy is approachable sophistication," Marcus said.

The Edison will serve brunch, lunch and dinner daily. The menu will feature "indulgent, new American eats," including coal-fired butcher’s cuts and seafood, including a shaved prime rib sandwich, lobster and a porterhouse steak, as well as "classic dishes," such as mushroom casserole, fish and chips, crème fraiche pancakes and brioche French toast.

"I firmly believe you want to keep one foot planted in the center, and be creative from there," Marcus said. "It's items people will recognize, but the execution on them will be exceptional."

Benson’s regional executive chef Steve Gustafson, who spearheaded The Bridgewater's culinary operations, and corporate executive chef Alex Sazama will oversee the menu's creation, the news release said.

More: Chef at Bridgewater in Milwaukee's Harbor District is a believer in ingenuity, not ego

A speakeasy-inspired bar with craft cocktails, local beer and a wine list

Now, on to the speakeasy-inspired bar. Expect a curated selection of distilled spirits, "nostalgic" cocktails with modern twists, local draft beers and a wine list, the news release said.

"Our team spends a lot of time crafting that menu and coming up with items that are creative and interesting," Marcus said. "It'll have a strong bourbon and whiskey selection, and they will leverage that and create cocktails that capture the imagination."

A happy hour will be held Monday through Friday.

A look at the space and team

The restaurant will have seating for 140 guests, including at the bar and in the dining area. There will also be a front patio with seating for 44.

Throughout the summer, the restaurant will host live music from local artists.

RINKA is helping with the design work, Marcus said. If you've been to The Bridgewater, he said, The Edison will have a "cozier" and "vibier" feel.

“The space captures the true spirit of the Third Ward, with raw, architectural accents with warm wood and tall windows, while remaining contemporary and inviting," Marcus said in the news release.

"We can’t wait for the community to experience The Edison for weekday brunch with a colleague, a family gathering for dinner, or a post-work drink at the bar.”

The restaurant's hours will be 10 a.m. to 9 p.m. Sunday through Thursday, and 10 a.m. to 10 p.m. Friday and Saturday.

The Edison team is made up of executive chef Anthony Janssen, executive sous chef Adam Gustavson and general manager Patrick Erdman. The restaurant is hiring for all front and back of house operations, the news release noted. People interested in applying can visit bensonsrestaurantgroup.com/careers.

"We're just excited to bring one more amazing concept to the Third Ward," Marcus said. "It is just such a great spot in town. And it's fun to see people love our food and our offerings."

For more information on The Edison, visit edisonmke.com.

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This article originally appeared on Milwaukee Journal Sentinel: Benson's Restaurant Group opening The Edison in Milwaukee Third Ward