{image1} Further proving that Milwaukeeans will add beer to anything, AmazonPizza Express opened its door last week, offering a new twist on an old recipe: beer battered pizza crust.
The new eat-in/carry-out and downtown delivery joint (222 W. Wells St., 414-277-9999) is the brainchild of Ivars Repins, Gary Thompson, Pat Higgins and Louis Santinni. Repins is the owner of the Subway franchise just two doors down, so he knows a thing or two about fast food.
The pizza, itself, is unique -- beyond just the twisted, beery crust. It's a bit sweeter than you'll normally find. Think of it like a thinner crust, higher-quality Rocky Roccoco's flavor. Available by the slice or as a whole pie, it's served with the toppings you'd expect, but also with some different choices, like steak.
Slices start at $2.75 for cheese, with $.50 for each additional toppings. And they're quite large; unless you're famished, one should do the trick. They also serve tomato salads for $3.25, wings for $4.95 and garlic bread for $2.25.
{image2} AmazonPizza also serves beer, including tappers of Berghoff and Point, which makes it a new kind of destination for Milwaukee. Repins said he plans to stay open as late as people are hungry, which could mean 2 a.m. or later. Details are still being worked out, he said.
Inside, the small pizza shop almost looks like a chain restaurant, but it isn't. With dark red walls and gold mirrors, it's classy yet simple. It is obvious, however, that the four owners spend the six months leading up to the opening planning their marketing campaign. With the slogan, "Nice tomatoes," under their logo, they admitted that they are going for a more risque theme than their neighbors. And it appears they've taken that tact from the start -- during Harley week, they offered bikini girl car washes to passers-by.
It's a little different from the norm that downtown Milwaukee has come to expect, but AmazonPizza certainly is a nice -- and tasty -- addition to the ever-growing city culture. Repins said this location is just the start, and if things go well, we can expect to see more shops around town soon.
Andy is the president, publisher and founder of OnMilwaukee. He returned to Milwaukee in 1996 after living on the East Coast for nine years, where he wrote for The Dallas Morning News Washington Bureau and worked in the White House Office of Communications. He was also Associate Editor of The GW Hatchet, his college newspaper at The George Washington University.
Before launching OnMilwaukee.com in 1998 at age 23, he worked in public relations for two Milwaukee firms, most of the time daydreaming about starting his own publication.
Hobbies include running when he finds the time, fixing the rust on his '75 MGB, mowing the lawn at his cottage in the Northwoods, and making an annual pilgrimage to Phoenix for Brewers Spring Training.
