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Frida at Crossroads Collective maintains positive outlook during uncertainty

Posted at 10:36 PM, Apr 06, 2020
and last updated 2020-04-07 14:40:45-04

MILWAUKEE — Inside of the Crossroads Collective food hall on Milwaukee's east side, vendors like Frida continues to put out good eats.

The food stall offers small-batch soups and craft sandwiches. It is one of the multiple vendors at the collective.

"It also is an outlet for a lot of people to access food from great chefs," said Mitchell Wakefield, co-owner for Frida.

Mitchell says being a part of the food hall is typically a more social experience with customers and coworkers that become like family.

He misses that.

"More than you'll ever know. That's kind of what being in the hospitality industry is all about for me personally," said Mitchell.

You can still get Frida's tasty soups, and sandwiches with delivery and curbside pick up. Online ordering, once tailored for a nearby hospital, opened up to a broader audience.

Mitchell says the upside to all of these changes is getting to be more creative with their menu, which is perfect for people at home.

"Getting bored cooking all the things they know how to cook they want new stuff. They want to try new things, so try to keep that going," said Mitchell.

That creativity extends beyond cooking. Customers may find a unique doodle with their order.

"If it weren't for our customers out there having that trust in us, this would be all for naught, and we can quickly fold up our tent and go home. But as long as they've got the confidence in us, we're going to keep doing what we're committed to doing," said Mitchell.

Check out Frida from 11 a.m. to 8 p.m. Monday through Saturday.

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