As Sobelmans Pub & Grill Expands, Selecting Historic Buildings Remains Key to Retaining Restaurant's Unique Charm

When Dave and Melanie Sobelman bought a corner tavern in an industrial neighborhood of the Menomonee River Valley in 1999, they had their work cut out for them. Dating back to 1889, the building had been a former dive bar for decades. A dispensary for what was once the best-selling beer in America, Schlitz, the historic tavern occupied a castle-like stone building on the corner of St. Paul Avenue.

More than 17 years later, a lot has changed, and the former 100-year-old bar has been transformed into Sobelmans Pub & Grill. Entering through the front door will immediately put guests in a very traditional neighborhood bar, with high-top tables, barstools and a lot of mirrored beer signage and memorabilia. Waiters are seen slinging hamburgers, cheese curds and behemoth Bloody Mary concoctions that have grabbed national headlines for toppings that can include shrimp, grilled steak, cheeseburger sliders or a whole fried chicken.

But one thing remains unchanged in this bustling neighborhood restaurant—and that’s the old building’s historic charm.

Historic building selection

“I never wanted Sobelmans to look commercialized or stainless steel clean. Our original location tells a story, and in the end it helps to make the brand that much stronger—you’ll never find Sobelmans in a strip mall. We open up in old, historic buildings in vibrant, lived-in neighborhoods,” Sobelman said. “Just as the burgers and the Bloody Marys have become a huge part of the Sobelman’s identity, the unique buildings are who we are as a brand.”

As the restaurant continued to expand over the years, Sobelman never lost sight of his passion for historic buildings. And he believes that as the brand grows by way of franchising in the coming years, that attention to detail will present a distinctive opportunity for potential business owners.

“No two locations will look alike. Yes, we’re franchising, but we’re approaching it as the ‘anti-franchise,’” Sobelman said. “Just like the uniqueness of a classic car, owning a Sobelmans is a similar opportunity.

Sobelmans is for someone who appreciates nostalgia. As we grow, we want to continue to be in cool buildings and unique neighborhoods. They’ll all have character, they all resemble architectural styles from decades past, and none of them will be cookie cutter.

Some are wood and some are brick, but they all belong in the same category of old buildings and you appreciate each one individually. The food and the experience is the same in each of them, but every building gives off its own eclectic feel. We take a lot of pride in that.”

Franchise growth plans

Today, there are three Sobelmans locations, all in historic buildings throughout Milwaukee—and they’re looking to add more. Rick Robinson, the founder and president of Services4Franchising, has been working alongside Sobelmans to get their emerging franchise up and running. He helped to ensure that best practices were in place, operations manuals were airtight and that they were measuring the right performance indicators important to prospective franchisees.

What he discovered was just how unique the Sobelmans franchising opportunity is—and that’s due, in large part, to the owners’ love for local history.