Waukesha, WI, July 31, 2026 — If you tell someone from out of state that you are headed to “The Chocolate Factory” for an Italian Beef sub and a bowl of chili, they will probably look at you sideways.
But for anyone raised in southeastern Wisconsin, the name does not mean candy bars or golden tickets—it means fresh-baked croissant sandwiches, premium subs, and some of the best hand-scooped dairy in the state.
Now, the local brand is finally bringing its bizarrely named, highly addictive menu to the tourist heart of Lake Geneva.
The company’s tenth location has officially opened its doors at 703 W. Main Street, right in the middle of the historic downtown strip at Main and Center. It is a strategic, high-traffic spot.
Having spent the last five decades quietly expanding across the region, the brand’s newest storefront marks a major milestone, putting their signature warm sub rolls right in the path of Lake Geneva’s heavy foot traffic.
“We’re really excited to be in the great city of Lake Geneva,” owner Valera Smokvin shared in the company’s official announcement. Smokvin pointed out that the downtown setting is a perfect fit for their fast-casual service style, inviting both locals and summer vacationers to experience the menu, which includes everything from standard deli fare to housemade hot fudge sundaes.
To survive in a seasonal destination like Lake Geneva, you have to offer more than just standard dine-in seating. The new location plans to stay open year-round, pivoting to outdoor seating during the busy summer months.
Crucially, they are also launching customized catering boxes aimed directly at home parties, local business meetings, and—most importantly for this market—boat excursions on the lake.
They are even packing up their famous “Traveling Sundae Factory,” which lets hosts bring an entire DIY ice cream bar to parties of up to 50 people.
It is a long way from the brand’s humble beginnings. The Chocolate Factory first started as a single, tiny shop in Cedarburg back in 1972.
Over the last fifty-four years, the locally owned and operated business has steadily grown, adding spots in Delafield, Elm Grove, Menomonee Falls, Oak Creek, Oconomowoc, Pewaukee, Waukesha, and West Bend before finally setting up shop in Lake Geneva.
Check out The Chocolate Factory’s website to see their full menu and look up hours for the new Main Street hub.
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