If you live in the Milwaukee area and give a damn about what’s on your dinner plate, you’ve probably heard of Empire Fish Company Wauwatosa. It’s one of those local landmarks that feels like it’s been there forever because, well, it basically has. Walking into their retail market on Watertown Plank Road is a bit of a sensory trip. You aren’t greeted by that "old fish" smell you get at a sketchy supermarket. Instead, it’s clean, icy, and smells like the ocean.
Most people don't realize that Empire Fish started back in 1913. Think about that. They were sourcing fish before the First World War ended. They’ve survived depressions, supply chain collapses, and the rise of massive corporate grocery chains that try to undercut everyone on price. Yet, they’re still standing. Why? Because honestly, you can’t fake freshness when it comes to seafood.
The Wauwatosa Retail Market vs. The Big Box Stores
The difference between buying a fillet at a massive chain and picking one up at Empire Fish is night and day. Seriously. When you go to a big-box store, that tilapia or salmon has likely been sitting in a shipping container, then a distribution center, then a backroom, before finally hitting the display case. It's "fresh" in the legal sense, but not in the culinary sense.
At the Empire Fish Company Wauwatosa retail outlet, the turnaround is remarkably fast. They operate as both a wholesaler and a retailer. This is the secret sauce. Because they supply a huge chunk of the high-end restaurants in Milwaukee and Madison, their inventory moves. It doesn't sit.
I’ve talked to home cooks who were terrified of cooking scallops until they bought them here. Most supermarket scallops are "wet packed," meaning they’re soaked in a phosphate solution to preserve them and add water weight. When you try to sear them, they just leak white goo and boil in the pan. Empire carries "dry" scallops. They’re creamy, they sear perfectly, and they actually taste like the sea. It’s a small detail, but it’s the difference between a rubbery mess and a five-star meal.
What You’ll Actually Find Inside
The layout is pretty straightforward. You walk in, and there’s a massive glass case filled with whatever is in season. Depending on the time of year, you might see Copper River Salmon, Halibut from the Pacific Northwest, or Walleye from the Great Lakes.
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- The Fresh Case: This is the heart of the shop. They usually have a solid rotation of Atlantic Salmon, Faroe Island Salmon (which is incredible, by the way), and Cod. If you’re lucky, they’ll have fresh Lake Whitefish.
- The Frozen Section: Don't sleep on the freezers. They have high-quality shrimp, king crab legs, and lobster tails that haven't been freezer-burnt since the 90s.
- Specialty Goods: They carry local sauces, seasonings, and even some decent wine pairings. It’s kinda a one-stop shop for a Friday night dinner.
One thing that surprises people is their selection of oysters. They usually have a few different varieties from both the East and West Coasts. If you ask nicely, the staff will usually tell you which ones arrived most recently. They know their stuff. They aren't just "counter help"; they’re people who actually understand the nuances of briny versus sweet flavor profiles.
The Wholesale Engine Powering Milwaukee's Food Scene
It’s easy to view Empire Fish as just a neighborhood market, but it’s actually a massive logistics operation. If you’ve eaten seafood at a nice place in the Third Ward or over in Brookfield, there’s a very high probability that the fish came off an Empire truck that morning.
Tom Kutchera, whose family has steered this ship for generations, has kept the focus on quality over sheer volume. That’s rare in an era where everything is being consolidated by giant food service conglomerates. They have their own fleet of refrigerated trucks. They have rigorous HAACP (Hazard Analysis Critical Control Point) plans to ensure food safety. It’s the boring, technical stuff that makes the food on your plate safe and delicious.
A Note on Sustainability
We have to talk about the "S" word. Sustainability. Everybody claims to be sustainable now, but at Empire Fish Company Wauwatosa, it’s a bit more transparent. They work closely with organizations like the Monterey Bay Aquarium Seafood Watch.
They won’t just sell you anything. If a specific fishery is being over-managed or the quality has dipped due to environmental factors, they’ll often pull it from the shelves or find an alternative source. This is why you might go in looking for a specific type of tuna and find they don't have it. They’d rather have nothing than have something subpar or ethically questionable. That’s integrity. You don't get that at a place that cares more about quarterly earnings than the health of the Atlantic.
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Tips for Shopping at Empire Fish
If you’re heading there for the first time, don't be intimidated. It’s a blue-collar vibe with white-tablecloth quality.
First, go early on Fridays. This is Wisconsin. People take their Friday Fish Fry seriously. If you wait until 4:00 PM on a Friday to grab some perch or cod, you’re going to be waiting in a line that snakes toward the door.
Second, ask for cooking advice. Seriously. "How do I not overcook this swordfish?" is a question they hear ten times a day. They’ll tell you to pull it off the heat earlier than you think. They’ll tell you which butter to use. They’ll even suggest a seasoning that isn't just salt and pepper.
Third, check their "Ready to Heat" section. Sometimes you just don't want to cook. Their crab cakes are legitimately full of crab, not just breading fillers. Their smoked salmon spread is also a dangerous thing to have in your fridge because you will eat the entire container in one sitting with a sleeve of crackers. No regrets.
Addressing the Price Point
Let’s be real: Empire Fish is more expensive than the "Value Pack" at a budget grocer.
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If you're looking for the cheapest possible protein, this isn't the spot. But if you're looking for value, it’s a different story. When you buy cheap fish, you’re often paying for 20% water weight in added brines. When you cook it, it shrinks. When you buy from Empire, you’re paying for actual fish. The flavor is more intense, so you actually need less of it to feel satisfied.
Plus, there’s the peace of mind factor. You know it’s been handled correctly. You know it hasn't been sitting in a warm warehouse for six hours. In the world of seafood, you really do get what you pay for.
The Local Legacy
Wauwatosa has changed a lot over the last century. It’s become a hub for medical professionals and young families. Restaurants come and go. But Empire Fish remains a constant. It’s part of the fabric of the community.
There's something deeply satisfying about supporting a business that has stayed true to its roots for over 110 years. They aren't trying to be a tech company that happens to sell fish. They’re a fish company. Period. They focus on one thing and they do it better than anyone else in the region.
Whether you’re planning a massive summer shrimp boil or just want a single piece of sea bass for a quiet Tuesday night, this is the place. It’s a Milwaukee institution that earns its reputation every single morning when the trucks roll in and the ice is packed into the cases.
Actionable Steps for Your Next Visit
To get the most out of your experience at Empire Fish Company Wauwatosa, follow these specific steps:
- Check the Seasonal Calendar: Before you go, look up what’s currently in season for the Great Lakes or the Pacific. Buying in-season not only saves you money but ensures you're getting the peak flavor profile.
- Bring a Cooler: Even if you only live 15 minutes away, bring a small insulated bag or cooler. Seafood is highly temperature-sensitive. Keeping it at a consistent 32-35 degrees from the store to your fridge makes a noticeable difference in shelf life.
- Ask for "Dry" Products: Explicitly ask the person behind the counter for dry-packed scallops or shrimp without added tripolyphosphates. It will change the way you cook seafood forever.
- Sign Up for the Newsletter: They often send out updates on rare arrivals—like when they get a shipment of fresh Hawaiian Poke-grade tuna or specific seasonal bivalves.
- Explore the Smoked Selection: If you aren't ready to cook raw fish, start with their house-smoked trout or salmon. It's a low-stakes way to experience the quality difference without needing any kitchen skills.
Stop settling for "okay" seafood. Go see the experts, ask the dumb questions, and buy the better fish. Your taste buds—and your dinner guests—will thank you.