The History of the Iconic Wilson’s Restaurant & Ice Cream Parlor

(Photo of Oneson Cabin with people standing in front of it; signs read “Fine Candies” and “Ice Cream” taken around 1906)

In 1906, candy maker Oscar C. Wilson moved from the bustling city of Milwaukee to the quiet village of Ephraim. Having decided Ephraim could use a little extra sweetness, Oscar Wilson began making and selling confections again. 

(Photo of women standing outside of the original Wilson’s storefront, around 1908)

As tourism in the area began to pick up, so did business at Wilson’s! Many visitors would stop by for some homemade candy and ice cream. Word quickly spread and Wilson’s became a popular spot for vacationing families.

(Black and white photo of side of new Wilson’s building)

With the influx in business, Oscar Wilson and fellow Ephraim resident Peter Knudson hatched a plan: to construct a new building big enough to accommodate all of their new customers. 

(Photo of Hollis Wilson behind the soda counter, 1940’s)

Not long after the new building was constructed, Oscar decided to go into business with his son, Orvis. Some of Oscar Wilson’s other children were known to help out at the restaurant as well. Together, Orvis and Oscar decided to expand Wilson’s even more by adding a dining room and soda counter. Orvis and Oscar would work together as a father-son duo until 1961.

(In color photo of Wilson’s from 1970’s)

After Oscar asked his wife, Mattie Wilson, for assistance with the cooking, the menu at Wilson’s expanded greatly. Mattie was known for her use of butter when grilling burgers for customers and Wilson’s hamburgers quickly became a fan favorite. With the new menu additions, Wilson’s was solidified as one of Ephraim’s premiere restaurants. 

Retro Wilson’s Menu

Although Wilson’s has changed hands over the years, they have remained a hallmark of every family’s visit to Ephraim. If you see the iconic red and white banners, make sure you stop for an All-American Cheeseburger and a frosty mug of Wilson’s home-brewed draft rootbeer.

(Photo of Wilson’s front, flag waving by Tad Dukehart)