Beloved Custard Stand Plans to Rebuild After Fire
February 3, 2025

Brooke Brandtjen

On November 19, 2024 Oscar’s Frozen Custard in Brookfield was destroyed by a fire that left both employees and locals heartbroken. Early that Tuesday morning, the entire structure was engulfed in flames, prompting a massive effort to control the blaze. After over an hour of battling the fire, the entire building was totally ravaged. The Brookfield Fire Department declared that the structure was unsalvageable. However, in the wake of this tragedy, a new hope has appeared for the local business.

Oscar’s Frozen Custard in Brookfield is putting together plans to rebuild their shop. Owners Jim and Susie Taylor have remained optimistic about the future of their store since last November. This past week, the couple began submitting plans to the Town of Brookfield. Their proposal included hope for much of the classic Oscar’s charm that the business is known for, but also some slight changes and improvements. The new space is proposed to be 5500 square feet, which would make it slightly larger. Additionally, it would also feature two separate drive thru lanes, whereas the former building only had one.

When news of the fire came last fall, many locals were shocked and heartbroken. According to the Brookfield Fire Department, the roof of the restaurant was leaping with flames by the time they arrived on scene after the initial report. A total of seven different fire department response teams helped contain the fire including the City of Waukesha Fire Dept., City of Brookfield Fire Dept., New Berlin Fire Dept., Pewaukee Fire Dept., Village of Waukesha Fire Dept., Sussex Fire Dept. and Elm Grove Fire Dept.

The initial fire took place in the early morning of Nov. 19, but later that evening it was rekindled due to high winds sparking embers. The Brookfield Fire Department once again responded, spraying the wreckage with water until they felt the scene was safe and secure. Despite these setbacks, the Taylor’s have remained strong. Their resilience and insistence to rebuild has demonstrated their dedication to serving Waukesha County.

Until the new Brookfield location opens, residents are able to visit Oscar’s two other locations in West Allis and Franklin. Both of these are also owned and operated by the Taylor’s, who have been a part of southeastern Wisconsin’s food and custard scene for forty years. They are dedicated to continuing to provide high quality food and service. Each day, Oscar’s features a different, unique flavor of custard for guests to purchase. The rotating and creative lineup of flavors keeps customers coming back. Some fan favorite flavors include brownie explosion, polar bear tracks, and chocolate covered cherry.

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