A familiar name to Milwaukee hamburger eaters is adding a new twist at a new location.

The people that run Sobelman's restaurant on St. Paul Avenue will open "Sobelman's Tall Grass Grill" on the 1900 block of North Farwell Avenue, replacing the former Patty Burger.

"Basically, we're going to open up kind of a classier burger place," said owner Dave Sobelman. This classier burger joint will open June 1st, and he says it will offer a healthier more humane version of what you grill out with, or what you eat at the other location.

"We're offering a better, higher quality beef," explained Sobelman. "It's a grass-fed beef as opposed to corn-fed. It's better tasting and better for you.

"We offer it here, but not everyone is interested. It costs an extra buck, so most people pass on it, but for those who are concerned about their health, that want a better tasting burger, for those who are concerned about the treatment of the cattle, the ranch that these cattle are raised on, it's just an open ranch.

"The cattle just roams the ranch. They eat the grass. They do whatever they want for 22 to 24 months. They are humanely treated.

"For those people where this means something to them, hopefully they'll become regular customers."

He says that those who wish for the greasy, less healthy product can still get it at the St. Paul Avenue location.

For those who want the Sobelman signature bloody mary, don't expect to have it at the new place.

"We won't, at least at the start, be serving alcohol," admitted Sobelman.

"I'm getting a lot of questions about bloody marys, but I don't think we'll be serving bloody marys there. It's just a grill. If there's enough for this or that, I'll listen to what the customers are asking for and what they have to say. 2-3 months, 6 months, a year down the road, we'll see what happens."

How is it for someone trying to expand their business in an economy that is forcing so many small businesses to close?

Sobelman says he's just sticking with a formula that works.

"I haven't changed anything," says Sobelman.

"Business is as good for me as it's been since last year, the year before. There are some questions about 'How am I going to make it opening up a new business when we're in a recession?'

"I don't know. I have faith in the product. I have faith in myself. Failure is not an option for me."

He also says it's much easier for him to open such a location because there will be little facility changeover from Patty Burger, a former hamburger restaurant.