Chick-fil-A unveils future Brookfield restaurant site

Geoff Bruce
Mayors Kathleen Ehley of Wauwatosa and Steven Ponto of Brookfield unveil the sign for Brookfield's coming Chick-fil-A site last Thursday. The restaurant is expected to open in September.
Published on: 6/3/2014

After a lengthy absence, Chick-fil-A fans of Brookfield will soon have opportunities to satisfy their cravings.

On Thursday, May 29, City of Brookfield Mayor Steven Ponto and City of Wauwatosa Mayor Kathleen Ehley joined forces as they participated in the unveiling of the future site of Jim Frasier's Chick-fil-A. Ponto and Ehley were joined by chamber members, Chick-fil-A corporate personnel and excited fans alike for the ceremony.

'We're very excited to welcome Chick-fil-A,' Ponto said. We're delighted to be at the forefront of their growth into the Midwest. We look forward to having you be a member of our community.'

The new restaurant, renowned for its fried chicken sandwiches, will be located at 12625 W. Capitol Dr.

One person not present at last Thursday's unveiling was the future owner and operator of the restaurant, Frasier, who is currently in Atlanta at Chick-fil-A corporate going through four weeks of training.

'It's going great,' he said. 'It entails a lot of the things we strive for. The company has been great to work with.'.

Frasier, a native of upstate New York, has spent the last 12 years of his life in Raleigh, North Carolina. Having settled on Chick-fil-A as his next business venture, the entrepreneur found that Brookfield had everything he was looking for.

'Up in Wisconsin, there aren't really any (Chick-fil-As), and my wife and I really wanted an area that we would be happy to live in,' he said. 'We wanted a safe environment for our kids and our family. We just did a lot of research and found that Brookfield hit every category that we wanted. It was a home run.'

Chick-fil-A has a family of over 1,800 restaurants through 39 states, including Washington D.C.; however, the Brookfield site and a future Greendale restaurant site, which was unveiled earlier on the same day, will be only the second and third branches in Wisconsin. The state's only current Chick-fil-A is located in Racine.

Still, many from the Milwaukee area may have been missing the taste in recent years.

Chick-fil-A business consultant Stephen Goins noted that the company used to maintain restaurants in both Northridge and Southridge Malls.

'We felt that it was the right time to start coming back,' Goins said. 'There might be some pent up demand and of course the economic climate is improving.'

Goins echoed Frasier when talking about the selection of Brookfield as a desirable location for the restaurant.

'It met all of the demographics that we were looking for,' Goins said.

Speakers at the unveiling were sure to note Chick-fil-A's somewhat different marketing strategy, which calls for fewer national television advertisements and much more involvement at the community level. Frasier, while not at the construction site, said he is excited for opportunities to give back to his future home.

'I can't really pinpoint specific things because I need to get to know the community and see what it might need, but I'm really excited to get involved,' he said.

Chick-fil-A's current goal is for the Brookfield restaurant to open in September.