Periwinkle’s Bakery to focus on special orders, products for deli
Business will maintain downtown Waukesha presence

By Katherine Michalets

Jan. 3, 2019

Alicia Schuster, bakery manager and lead pastry chef, holds a tray of paczkis for Fat Tuesday in 2016 at Periwinkle’s Bakery on Broadway in Waukesha. The bakery will now sell its treats for retail at parent company Rochester Deli and will expand its production operations at its current location at 141 W. Broadway.
File photo

WAUKESHA — A new year is the time for reinvention and the case is no different at Periwinkle’s Bakery on Broadway, which after five years of operation is transitioning to a production facility to create products for sale at its parent company, neighboring Rochester Deli, as well as to fill custom orders.

Alicia Schuster, bakery manager and lead pastry chef, said the decision was made with her parents, Dan and Laura Strackbein, owners of Rochester Deli, to take a different approach with the business.

“After careful thought, we are re-establishing our retail bakery as a production facility that still offers our custom made European tortes, pies and specialty desserts at our parent company Rochester Deli and by special order,” reads a Dec. 29 Facebook post. “Our retail bakery will be available at our original location Rochester Deli. We will expand our production capabilities with an increase in wholesale, weddings, specialty catering, custom orders and baking classes! We thank everyone in advance as we make this new adjustment.”

Schuster said Wednesday that the change was already in effect and their sweet treats were available at Rochester. She said the cases were rearranged to allow for more space for Periwinkle bakery items so customers won’t have to miss out on their favorite treats, such as the chocolate chip cheesecake bar.

There has been such a demand for special orders that more production space was needed.

Periwinkle’s will remain at its 141 W. Broadway location and the front space that had been used for retail sales will be turned into more production space. And now they won’t be forced to close the store in order to make a custom order delivery.

Customers who wish to submit a custom order can do so by calling or emailing the business, as well as filling out a form at Rochester Deli. Once Periwinkle’s website is updated, an order form will also be downloadable from it. In the future, Schuster said, she’d like to have a presence at farmers markets and other area events.