Industry News | November 19, 2013

Blaze Opens in Brookfield, Wisconsin


Blaze Fast-Fire’d Pizza announced the opening of its newest location in Brookfield, Wisconsin, at the Brownstones Shopping Center. To celebrate, the restaurant is set to offer its custom built, “fast-fire’d” artisan pizzas free to Blaze Pizza’s Facebook fans on Tuesday, November 19, between 3 and 9 p.m. Those who "like" the Blaze Pizza page on Facebook can print out a screen shot or present it on their mobile device to obtain their free pizza at the Brookfield restaurant.  The new 60-seat restaurant is located at 17530 W. Bluemound Road, between Metro Mart and TJ Maxx.

Blaze Pizza uses an interactive ordering format that lets guests customize one of the menu’s signature pizzas or create one of their own as they walk down the line, choosing from a wide selection of toppings, all for about $7. The personal pizzas are then sent to a blazing hot open-flame oven—the centerpiece of the restaurant—where so-called “pizzasmiths” ensure that the thin-crust pies are “fast-fire’d” in less than 180 seconds.

The company teamed up with executive chef Bradford Kent, owner of Los Angeles' Olio Pizzeria & Café. Blaze Pizza makes its own dough from scratch using a recipe developed by Kent, which requires a 24-hour fermentation period to produce his signature crisp crust. The restaurant uses ingredients ranging from inventive to classic, and its menu also features salads, lemonades, craft beer, wine, and house-made S’more Pies. For pizza fans with specific dietary needs, Blaze Pizza offers gluten-free dough and vegan cheese. The restaurant will also offer online ordering.

Blaze Pizza used urban architectural notes inspired by fire, crafting a casual dining environment. Additionally, the restaurant uses packaging that is eco-friendly and made in the U.S. from post-consumer recycled and/or sustainable materials.

Blaze Pizza in Brookfield is looking forward to building strong roots with members of the local community. To that end, the company has developed a turn-key in-restaurant fundraiser program that returns 20 percent of an event’s proceeds back to local organizations, and hopes to partner with local schools, sports clubs, and other local organizations to host fundraising events at the new restaurant.

The Brookfield Blaze Pizza will be operated by Walch Hospitality Group LLC, a franchise group led by John Walch. Walch has over 20 years of restaurant industry experience, including leading the opening and operating of 25 Panera Bread franchise stores in Wisconsin and Illinois that were acquired by the franchisor in 2011.  “I’m thrilled to be bringing this new restaurant concept to our community,” Walch says.  “It’s a light, artisanal custom-built pizza that sells for about seven bucks—and it only takes a couple of minutes to cook. I can’t wait for Brookfield to get their first taste of Blaze Pizza.”

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