Press Waffles Lands a Permanent Storefront Space in the Third Ward

The retail space, targeted for an early 2019 opening, will also serve sandwiches, soups and salads.

Waffles! You may have seen, approached and devoured the carby delights from the cute vintage trailer that turns out crispy, decadently dressed Liège-style waffles at farmers markets and special events across the city. If you haven’t, you gotta! That business is called Press and it’s coming to a retail space in the Third Ward – the Third Ward’s Marshall Building (207 E. Buffalo St.).

Press’ retail space will be on the first level, in a former convenience store (to the right when entering the building). Until that space opens in early 2019, Press’ “Trailer Jane” will be parked outside (or somewhere near) the Marshall building on Tuesdays-Thursdays, 8 a.m.-2 p.m. But check the website to keep up with the trailer’s whereabouts.

Trailer Jane is equipped to serve more than waffles. Besides the core menu of iron-“baked” cakes – which get their crispy, caramelized texture from the addition of pearl sugar – Press will have an expanded menu of sandwiches, soups and salads offered after 11 a.m. The sandwiches, made with Rocket Baby Bakery bread, include roasted tomato with Saxon Gouda, arugula and garlic thyme oil; pastrami, pickled peaches and cracked pepper mayo; and mustard scallion chicken salad with mild chutney and romaine ($7-$9). There’s also panzanella salad, dill-chive potato salad, and rustic tomato soup.

The expanded menu is only available in the Third Ward – at Trailer Jane and later, the retail space.

And if you’re just enamored with waffles and want to stay there, you have plenty of options: powdered sugar; Speculoos cookie spread; Nutella and peanut butter cream; lemon curd, whipped cream and blueberry compote; and honey goat cheese and candied bacon, to name a few ($5-$9). 

Press, started by Aaron Rosko and Emily Thomas in 2015, also has a regular gig this season at the Milwaukee Winter Farmers Market at the Mitchell Park Domes (in the Greenhouse Annex, 524 S. Layton Blvd.). That’s on Saturday mornings starting on Nov. 3



Ann Christenson has covered dining for Milwaukee Magazine since 1997. She was raised on a diet of casseroles that started with a pound of ground beef and a can of Campbell's soup. Feel free to share any casserole recipes with her.