Mad Dog Saloon may replace Applebee's

The owner of a Greenfield sports bar wants to open a second location in Wauwatosa in the building on State Street occupied by Applebee's restaurant.

Dominic LaLicata has applied with the city to operate Mad Dog Saloon in the 5,100-square-foot facility at 6750 W. State St. The Plan Commission is scheduled to take up the issue Monday night.

He calls his business model "a high-energy sports bar," where fans can watch just about any televised athletic competition while noshing on bar food like pizza, wings and Friday fish fries.

"We're trying to be your neighborhood bar where people can come out and watch the game, and enjoy the fun before and after the game," LaLicata said.

LaLicata also owns Boulder Junction, a casual steakhouse in Brookfield. He tried to replicate that restaurant on 76th Street and Forest Home Avenue, but found people were looking for a more economical alternative in that market.

He rolled out the new Mad Dog Saloon concept featuring heavy food and beverage specials in July 2009, and the bar has built quite a following.

Early on, there were some "pretty significant neighbor issues" because people were used to a restaurant, not a bar open until 2 a.m., Greenfield Mayor Michael Neitzke said. But the owner put up a fence to keep patrons on his property and increased security.

"I haven't received a complaint in months," Neitzke said.

If the city of Wauwatosa supports his business, LaLicata hopes to open for business in March so he can take advantage of the college basketball tournament and St. Patrick's Day festivities. The bar also sponsors local sports teams throughout the year.

He expects to employ 25 to 40 people.

LaLicata looked throughout the Milwaukee metropolitan area and choose Tosa because of its dense population, revitalization of the Village and proximity to Greenfield.

Applebee's continues to operate as the city reviews the necessary paperwork from Mad Dog Saloon, said Anthony Cortese, vice president of marketing for the Wauwatosa-based Wisconsin Hospitality Group. The group, which owns 38 Applebee's restaurants in the state, including one at Mayfair Mall, said closing the State Street restaurant could help fund the company's greater revitalization efforts.

"It's certainly not an easy decision to consider leaving the area, but we feel the prospect of a new concept in our place will be well received by the neighborhood," he said. "This year alone, we are undertaking an extensive reimaging project in seven of our Applebee's, with more scheduled in 2012."

Next Step

WHAT: The Plan Commission will discuss a request by Mad Dog Saloon to open at 6750 W. State St.

WHEN: 7 p.m. Monday

WHERE: City Hall, 7725 W. North Ave.