Organic Pizza Restaurant Coming to Shorewood

Whitefish Bay resident Lindsay Pennica hopes to open zpizza at 4401 N. Oakland Ave. in Shorewood next spring.

Lindsay Pennica hopes to bring a healthy delivery food option to Shorewood with her new pizza restaurant zpizza. 

“I don’t know how many times in the past three years I’ve wanted delivery food that I wasn’t going to feel bad about eating,” she said.

Based out of Laguna Beach, CA, the national chain brands itself as an artisan pizza restaurant using only natural, fresh ingredients. Zpizza has locations in 18 states.

"The sauce that we use is organic; the flour that we use is organic,” Pennica said. “The dough is made fresh everyday.”

However, Pennica added you’ll still find your basic pepperoni and sausage on the menu.

Z will also serve salads, sandwiches and pasta, offer wine and beer and carryout and delivery. The restaurant is expected to seat 40, Pennica said.

Pennica plans to open zpizza at 4401 N. Oakland Ave., where Performance Running Outfitters currently resides. The running shoes retailer will soon move north down Oakland Avenue to its new location in the new Ravenna development.

Pennica, who lives in Whitefish Bay, said Shorewood fit the demographic of younger families she is looking to target. She added with Thirst and Vine currently closed, she hoping she can pick up some of their business.

Pennica said she'll takeover the location by Jan. 1, and open on April 1. She said she didn’t want to open during the winter months.

Bob McBride October 25, 2012 at 11:58 PM
Now here's an opportunity (I suppose after she opens) to find out why a WFB resident whom, it can be assumed, was aware of vacancies available on Silver Spring, elected to go Shorewood. While she did mention that Shorewood fit the demographic of younger families, surely the percentage of younger families can't be all that different between WFB and Shorewood.
Absolutelyfabulous October 26, 2012 at 05:08 AM
Bob- There are a number of factors that could have come into play. Size of space- Was there anything that fit the parameters of what the owner of ZPizza needed? Rent per Sq ft.- How much are they paying @ the Shorewood location vs what they may have been quoted for a space along Silver Spring in WFB. Concessions- What, if any, concessions were given by the landlord ie free rent for a set period of time. Village Assistance- Since there seems to be grant $ handed out left & right these days, was/is this business being assisted financially by Shorewood? Liquor License- Does the fact that Shorewood now will assist certain restaurant owners in obtaining a liquor license (ie pay the $10,000 cost) factor into their decision to move into Shorewood at all. As for the demographic of younger families being a reason for selecting the Shorewood location, I remember when many of my friends were moving back and many, if not most, chose to buy into WFB over Shorewood which is where they grew up. It is located practically adjacent to Lake Bluff Elementary, so there's that day in/day out stream of traffic via car/foot along w/ the visibility of being on Oakland and pretty close to the mix of all the new development 1 block away. You've got Alterra down the block that alone drives how much traffic past that location every day? It will be interesting to see where these pizzas come in price wise for comparable traditional pizzas that and how well they taste.
Bob McBride October 26, 2012 at 10:30 AM
That's why it would be interesting to hear directly from her what part, if any, those considerations or any others played in her decision to locate in Shorewood. We keep hearing that businesses won't locate on SS because rental rates are "too high", although most times I've heard it, it hasn't come directly from a business owner. We also keep hearing from WFB residents that a pizza place would be one of the things they'd like to have on SS and that they'd be willing to support - if it's a good one. One thing most in WFB apparently don't want (if what we've seen stated around here is any indication of the actual overall sentiment) is a residential/commercial development of the type Shorewood has in a couple of locations - and that may contribute to the kind of traffic you mentioned. If it turns out traffic resulting from these new developments played a major role in her decision, perhaps it would, in part, put to rest some of the unrealistic expectations some folks seem to have for the existing and vacant retail spaces on Silver Spring.
Christine Omon October 26, 2012 at 11:46 AM
This will be a great addition Oakland. I can't wait!
VLC October 26, 2012 at 03:32 PM
Personally, if she decided to open during the winter, I'd be there everyday. This intersection is begging for life! I even dreamt last night that the Baskin-Robbins re-opened at its old location near Benji's.
North Shore Newbie October 26, 2012 at 03:35 PM
Huh, now that you mention it, I'm always surprised whenever I go to the new City Market on Silver Spring at how empty it is. I don't think I've seen more than 10 people in there, but usually no more than 5. Compared to the one on East Capitol it's a ghost town. I'm curious if it's just City Market or if other businesses experience the same thing. Obviously Sendiks does well and I see people coming in and out of the Bagel shop. I would be curious why she's opening it here in Shorewood. I'm excited about it.
CowDung October 26, 2012 at 04:10 PM
Abso: From what I can tell from their website, they seem to be pretty much in line with other pizza places. The Rochester, MN location has a mushroom and sausage, 20" for $21. The Tuscan is $21.50 for the 18". I would assume those prices are comparable to what they would be in Shorewood. Upper Crust in WFB has their 16" specialty pies for $19.75. Falbo's offers their 16" specialty pizzas for around $19. I couldn't find an online menu for Vedo's. I think that the organic angle will play well in Shorewood, particularly if their prices are reasonable. A factor that will work against them is the lack of parking available in that area.
Sunrocket October 26, 2012 at 04:38 PM
City Market on Capitol is more of a ghost town now more than ever. I don't think it is a result of the product, which is good and why I continue to go there. It is the help, which frankly, stinks. Turnover is high but customer service skills, a work ethic and a pleasant smiling face do not seem to be qualifications for any position there. I like the food and am used to being totally ignore when I go in there.
Absolutelyfabulous October 26, 2012 at 04:51 PM
What actually is very good pizza and made right before your eyes is Whole Foods in the deli. They have 1 size, 16" that usually sells for $12.99 w/ 1 topping. Though, on Wednesdays they have them on special for $9.99 and they used to go for $7.99 which was nice. They have a pretty decent selection of toppings and they usually take ~ 20 minutes. Gorganzola w/ mushroom is good. Though, good luck to ZPizza. At least it's something different in that part of the village.
christel henke October 26, 2012 at 08:25 PM
The menu for Zpizza, including salads, looks fabulous and I can't wait for them to open.
Absolutelyfabulous October 26, 2012 at 10:51 PM
Here's a menu/prices from another ZPizza location. Should be the same for the Shorewood location. http://rochester.zpizza.com/zgrid/proc/site/sitep.jsp
Cori Bliesner February 27, 2013 at 01:19 PM
Bob- I am a business owner in Shorewood. I did look at a few spaces on Silver Spring before settling (very happily) on Shorewood. I found the rent in WFB to be higher and the building owners to be more difficult to work with. I think she chose a great location and am looking forward to having another lunch option in the area!
N. Peske February 27, 2013 at 04:15 PM
Interesting. I go there a lot and have only experienced pleasant, efficient service. And it's never dead--even though I go at odd hours.
CowDung February 27, 2013 at 04:17 PM
While I agree that it is never 'dead' (or a ghost town), they don't seem to have the big crowds they used to have.


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