Foodie Pass offers savings and rewards at Wisconsin restaurants and breweries

The Wisconsin Department of Tourism, under its program name Travel Wisconsin, calls the state a “foodie paradise.” Thanks to its free Foodie Pass, Wisconsinites and visitors can find deals at more than 100 restaurants, pubs, breweries, and supper clubs across the state.

Anyone with a mobile phone can sign up for the program and receive a Foodie Pass by text message and email. By showing the pass at participating businesses, diners can receive discounts or free items with their purchases.

In addition, each visit to one of the participating local businesses is rewarded with Foodie Pass points that can be redeemed for rewards that include Travel Wisconsin stickers, canvas bags, T-shirts, hats, backpacks, tumblers, and even dog bandanas. 

The program runs through June 4, 2025.

Logan Wroge, senior communications specialist at Travel Wisconsin, said in an email that the program was inspired by Bravo’s “Top Chef” season 21, which showcased Wisconsin as a culinary destination. “After the season wrapped, Travel Wisconsin wanted to keep the food buzz going. Knowing the best way to experience the food scene is by tasting it, we launched Travel Wisconsin’s Foodie Pass. The pass elevates Wisconsin’s culinary story and builds awareness for the artisan food and drink community in all corners of the state.”

“The pass incentivizes visitors to travel by fork, discovering unique restaurants, breweries, wineries, distilleries, supper clubs, cafes and more,” Wroge said. “There are 125 participating businesses, including several James Beard-nominated restaurants.” 

One of those participating businesses is Stockholm Pie and General Store. Located near the Mississippi River in the village of Stockholm, 80 miles northwest of La Crosse, it was voted the No.1 pie shop in America in USA Today’s 2024 readers’ poll. 

Stockholm Pie general manager Alan Nugent told the Wisconsin Independent that they heard about the Foodie Pass program last year, just as the Wisconsin season of “Top Chef” was airing, and were excited to join the Travel Wisconsin foodie campaign. “We’re like, This could be kind of interesting to see!” he said.

Stockholm Pie offers passholders a free signature coffee with the purchase of any lunch or slice of pie. 

“We’ve had a few people coming in and using the discount,” Nugent said. He noted that while the shop is on the other side of the state from Milwaukee and Madison, the two cities featured heavily on “Top Chef,” “It’s worth the drive.”

The map of participating venues includes spots in virtually every corner of the state. 

In northern Wisconsin, for example, The Fat Radish in Washburn is a farm-to-table restaurant with an in-house bakery. With the Foodie Pass, diners can get 50% off a second entree with the purchase of a full-priced entree.

Farther south, the Hawk’s Mill Winery in Browntown is offering 50% off any single food menu item at its tasting room.

Door County’s Kick Ash in Ellison Bay sells gluten-free handmade artisan granolas and whole-bean coffees. With the Foodie Pass, visitors can save $5 off their purchase.

Passholders can also stop at Mount Horeb’s Sugar Troll candy shop to pick up treats for the drive. With any purchase of $20 or more, they will receive a free 1/4-lb. bag of bulk candy.

For more information about the Foodie Pass program, visit www.travelwisconsin.com/foodie-pass.