A Brief History of Custard

Attention, class: it’s time for your history lesson.  Frozen custard was invented in 1919 in Coney Island, NY when the Kohr brothers realized that adding egg yolks to ice cream made for a smoother texture and helped the ice cream stay cold longer.

The 1933 Chicago World’s Fair popularized frozen custard, but Wisconsin was already producing ice cream and custard for several years.  Breweries were trying to stay in business during prohibition by producing other items, and since milk and ice were plentiful, frozen custard was ideal.  In 1932, the Wisconsin Department of Agriculture required that, to be called custard, the frozen treat had to have 13% butterfat.

Around this time, the first of Milwaukee’s frozen custard stands opened; Gilles in 1938, Leon’s in 1942, and Kopp’s in 1950.  Many others followed earning Milwaukee the title of “Unofficial Frozen Custard Capital of the World”.

Meet the Big Three – Outstanding Custard in Greater Brookfield

Gilles’ Frozen Custard
The OG- Paul Gilles was credited with discovering frozen custard at the World’s Fair and bringing it back to Milwaukee.  Find Gilles’ original 1938 location at 7515 W Bluemound Rd, on Facebook and Instagram, and online at gillesfrozencustard.com.

Kopp’s Frozen Custard
Kopp’s was the first to combine vanilla and chocolate- a radical idea in the custard community.  While the original location on Appleton Ave has closed, you can find them in Glendale, Greenfield, or here in Brookfield at 18880 W. Bluemound Rd.  Plan your afternoon around the flavor of the day on Facebook, Instagram, and online at kopps.com

Leon’s Frozen Custard
Kopps may have swirled chocolate and vanilla, but it was Leon’s who added butter pecan to the traditional chocolate and vanilla line up.  One thing to know before you go…  Leon’s does not serve hamburgers, or any other fried food.  But they do serve their own spin on the Sloppy Joe.  Call it a Spanish Hamburger, a Maid Rite, or Loose Meat Sandwich, but it’s Leon’s “own recipe, seasoned just right,” and we think they’re delicious.   Find Leon’s at their original location at 3131 S. 27th St. in Milwaukee, or on Facebook.

Brush Up On Your Frozen Custard Trivia!

Fun fact #1: Leon Schneider was Paul Gilles night manager.

Fun fact #2:  Leon’s was not the inspiration for Arnold’s drive-in from Happy Days.  It was The Milky Way on Port Washington Rd.  (Which is now a Kopp’s.)

Fun Fact #3: Leon’s does not serve any fried food.

Want to know more? Check out this great article from Milwaukee Magazine.

Bobby Tanzilo also co-authored a book called Milwaukee Frozen Custard published in 2016.  Told you we take this stuff seriously.

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