Milwaukee-based Good Land Wing Co. will be serving up its “guilt free wings” by September in Milwaukee’s Upper East Side neighborhood near UW-Milwaukee.
Father-son duo Adam and Josh Brown are behind the concept, which will open at 2907 N. Oakland Ave., in a 3,800-square-foot space that formerly housed Cold Stone Creamery.
The Browns’ recently signed an agreement to lease the space for $386,161. Good Land Wing Co. will not be the Browns’ first stab at serving wings. In 2015, they opened Wing It in Port Washington, which serves a variety of flash-fried chicken and pork wings, along with popcorn chicken, wraps and salads. Flash frying reduces both the calorie count and the preparation time of the wings, Josh Brown said.
The new restaurant will be similar to Wing It, but it will take an even healthier approach to the traditionally-fried and fatty, high-calorie bar food. Using its “no frier allowed” method, Good Land will use wings from non-GMO, steroid-free, cage free chickens, and bake them in a turbo oven instead of frying them in a frying pan, Brown said.
The wings– which are fresh and never frozen, Brown said– will be seasoned and baked for 45 minutes. The baked wings will removed from the oven, cooled, and upon order, will be baked again for a few minutes in a turbo oven using hot air.
“The turbo oven keeps the wings juicy on inside, while maintaining the crispiness on outside,” Brown said.
Along with classic bone-in wings, Good Land will also offer boneless wings, and naked boneless wings– without the breading. Brown said he is even working on a wing recipe for vegan eaters, using a vegetable like cauliflower or broccoli. The restaurant will also offer a selection of salads, wraps and skillets.
“With this concept, I want to give people a place where they can go and order whatever they want, and not have to feel guilty about it,” he said.
Both Wing It and Good Land Wing Co. operate under the Browns’ Port Washington-based business JAB Ventures Inc. Brown said the restaurant’s equipment is being ordered and demolition of the space is currently underway in preparation for its fall opening.
