Zaffiro’s Pizza expands beyond theaters with new location in Wauwatosa
Iconic pizza brand plans to open inside Mo’s Irish Pub for first suburban non-theater location
MILWAUKEE, Wis.— Benson’s Restaurant Group, the Licensor of Zaffiro’s, today announced a major milestone for one of Milwaukee’s most iconic pizza brands: Zaffiro’s Pizza plans to open a new location inside Mo’s Irish Pub in Wauwatosa in first quarter 2027.
The new location would mark a significant expansion in Zaffiro’s history which includes the brand’s original standalone East Side Milwaukee location and its longtime theater presence via Benson’s licensing partnership. The licensing deal between Mo’s Irish Pub and Benson’s will bring the beloved Zaffiro’s pizza to a newly renovated space inside the pub, allowing guests to enjoy Zaffiro’s menu via dine-in service at Mo’s, as well as carry-out and delivery. The restaurant’s plan was approved by the Plan Commission this week and goes before the Common Council on Oct. 27.
“For years we’ve heard from customers who wanted more access to Zaffiro’s beyond our movie theater locations, especially on the near west side.,” said David Marcus, CEO of Marcus Investments, owner of Benson’s Restaurants. “Carry-out and delivery demand has continued to grow, and we knew the time was right to create another dedicated space where people could enjoy Zaffiro’s. We’re thrilled to be partnering with Johnny and the team at Mo’s.”
The collaboration brings together two well-known Milwaukee restaurateurs – Johnny Vassallo of Mo’s Irish Pub and David Marcus of Benson’s Restaurant Group – leveraging the recipe of the Zaffiro family, in a partnership rooted in Milwaukee hospitality and local dining tradition.
“Southeastern Wisconsin has such a strong connection to both Mo’s and Zaffiro’s – they’re two iconic local brands, so joining forces just made sense. To be able to bring the Zaffiro’s taste and tradition into Mo’s and create a new experience around it, is incredibly exciting for us, and we know the community is going to love it as well,” said Johnny Vassallo, owner of Mo’s Irish Pub.
With City approval to proceed, Mo’s Irish Pub will undergo renovations to prepare the new 621 sq. ft. Zaffiro’s space. Mo’s will remain open amid the renovations.
Through a Marcus Theatres licensing agreement, Benson’s Restaurant Group currently serves Zaffiro’s Pizza at over 50 theaters across the Country, including three full-service locations with carry-out in Wisconsin and Minnesota.
ABOUT BENSON’S RESTAURANT GROUP
Benson’s Restaurant Group is a family-owned hospitality company based in Milwaukee that conceptualizes, develops and operates a portfolio of restaurants and catering offerings. Benson’s, a division of Marcus Investments, serves as the exclusive caterer for the Milwaukee Athletic Club, Sandhill Tree Farm and The Argo and owns and operates five different restaurant concepts: The Bridgewater Modern Grill, The Edison, Onesto, Blue Bat Kitchen & Tequilaria and Smoke Shack. The restaurant group is also the franchisor of Zaffiro’s pizza brand. Learn more at www.bensonsrestaurantgroup.com.
