The appetites of college students and upper class socialites can both be fulfilled on the corner of Wisconsin and Plankinton avenues. In just six years, the Mo's restaurant empire has exploded onto the downtown Milwaukee scene with five establishments to satisfy a wide range of taste buds and wallets.
The proprietor, John Vassallo, known commonly as Johnny V., began the restaurant empire with Mo's – A Place for Steaks. It is a place for businessmen to make their deals or couples to enjoy a glass of wine, according to Johanna Perrini, who called herself a Mo's specialist and described the restaurant as a staple steakhouse for the dining experience.
Mo's has attracted an A-list crowd, such as Sex and the City's Chris Noth, Milwaukee Bucks and Brewers players and even University President the Rev. Robert A. Wild. Jennifer Olson, project manager for all the Mo's establishments, said they have a very dedicated following and diverse clientele.
"(Vassallo) is an entrepreneur and visionary," Olson said. "One steakhouse wouldn't be enough for him." According to Olson, Vassallo wants to open 200 restaurants nationwide in 10 years. Perrini said Vassallo is a driven man who wants to expand as quickly as he can find good people to join the company.
Vassallo opened Mo's Irish Pub in August 2003. In order to create an authentic setting, he teamed up with Guinness and toured hundreds of pubs in Ireland. The pub's manager, Joni Culp, described it as a "fun and relaxing atmosphere."
It has live music three nights a week and plans an week long celebration in honor of St. Patrick's Day. On Monday nights, Marquette basketball coach Tom Crean broadcasts his radio show live at 7:30 p.m.
On Dec. 31, 2004, Mocha – A Coffee Bistro joined the Mo's empire. The urban, coffee shop setting has a fireplace nook, several seating options and free Wi-Fi access. Mocha joins Node as the second Milwaukee coffee shop open 24 hours, seven days a week. Olson said it has already started to attract the college crowd.
Most recently, Mo's Cucina – Casual Italian Dining, opened on Jan. 25 and honors Vassallo's Italian heritage, from the family recipes to the villa-style setting. Perrini said it is a great place for a first date or girls' night out.
With all four of these establishments located on the same corner, a new phenomenon of "Mo-Hopping" has begun, according to Perrini. People can get a drink before dinner at the pub or complete their dining experience with Mocha's coffee. Olson says Mo's has a dedicated following and customer's refer to the area as "Mo-Ville."
"With the Mo's name people expect fantastic food and fantastic service," Olson said. John Roberson, operations manager for all the Mo's establishments, said nothing short of excellence is accepted. Vassallo found all this Milwaukee success before the age of 40. In appreciation, every year he flies the staff of each restaurant to Las Vegas if they meet their target goals. According to Perrini, the two-day trip is usually over the New Year holiday.
Other establishments include Moceans – A Place for Seafood on North Broadway Street and another steakhouse location in Indianapolis. Future expansion plans include an Asian concept restaurant in the Cathedral Square neighborhood and another Irish pub off Highway 100.
Another local restaurant, Rock Bottom Brewery, feels the expansion is great for the area, according to General Manager Ryan Hartman. Previously, most of Milwaukee businesses were located east of the river, especially on Water Street and Milwaukee Avenue. Perrini said people consistently told Vassallo that he would not make it at a west of the river location, she said.
The opposite has proven true. Downtown Milwaukee, west of the river is being revitalized and the Bradley Center and Repertory Theater all attract people to this side of town, Perrini said.
"Mo's compliments the city really well, and I look forward to doing business on the same street as them for years to come," Hartman said.
This article appeared in The Marquette Tribune on Mar. 3 2005.