'It's a legacy': Gilles Frozen Custard Stand celebrates 85 years

MILWAUKEE (CBS 58) -- Built by Paul Gilles in 1938, Gilles Frozen Custard Shop has been serving up sweet treats on Bluemound Road in Milwaukee for 85 years. It's a legacy current co-owner Willy Linscott doesn't look at lightly.

"It means the world to me," third-generation owner Linscott said. "It's not just a job, an important role. It's my life. It's my family. It's a legacy."

Referred to as Milwaukee's first and Wisconsin's oldest custard stand, Gilles has become a staple for generations of customers over the years. Just ask Bea and Walter Piering, who first started coming for custard dates back in 1958.

"We would come for dates and have a 10-cent cone," Walter explained. "That's about all we could afford."

"It was fun to bring our kids here. We came a lot after church on Sunday because I was sick of making lunch for four kids," laughed Bea. "Our kids come here with their kids."

On Tuesday, loyal Gilles customers like the Walters were celebrated with a customer appreciation party featuring live music, games and tasty treats, all helping celebrate 85 years of loyalty to the Gilles brand. Milwaukee Mayor Cavalier Johnson was even in attendance, declaring Tuesday, June 27, 2023, Gilles Frozen Custard Day in Milwaukee.

Milwauke Mayor @CavalierJohnson speaking with Gilles co-owner Willy Linscott. Wisconsin’s Oldest Custard Stand is celebrating 85 years on Bluemound Rd. in Milwaukee. @CBS58pic.twitter.com/lRsu7x6n6b

— Emerson Lehmann (@lehmann_emerson) June 27, 2023

Linscott says it's the customer loyalty and support that will help the brand continue for years to come.

"Me being a third generation as an owner, we have third, fourth-generation customers," Linscott said, adding the flavor and level of service won't change no matter how old the stand gets. "Quality, service and price. If you don't have the first two, the third ain't worth a darn."

Gilles will be hosting another celebration on July 4.