JMatt,  a local content creator shining a spotlight on all things Milwaukee. With over 16,000 followers on Instagram and a whopping 180,000 followers on TikTok, he’s become an unofficial icon of the city. He’s partnered with big brands including Red Bull, Culvers, and Subway, but primarily focuses his attention on the small businesses that truly put Milwaukee on the map.

We talked with JMatt, a former radio personality, to talk about his journey from being on-air to on-screen and how being laid off led him to content creation. From the first videos he posted solving puzzles, to the pirate ship video that changed everything, it’s been a continuous learning process that JMatt has fully embraced.

Fast forward to today and he’s now a self-employed creator that doubles as a social media coach for small businesses and nonprofits in Milwaukee.

With over 4 years of local lifestyle content under his belt, he has amassed a huge list of Milwaukee area bars, restaurants, and businesses he has worked with… which means he is a bottomless pit of recommendations on the best spots Milwaukee has to offer. 

We didn’t just want him to rattle off the most popular spots in Milwaukee, though. We wanted to get his insights on the best hidden gems this city has flying under its radar - mostly of the food and drink sort.

From lowkey to high end first date restaurants (Santinos), waterfront patios (Barnacle Buds), and tucked-away taprooms (Edith) to quaint brunch spots (Cafe at the Plaza) and mini donut shops (Happy Dough Lucky), we cover 13 hidden gems in Milwaukee worthy of a little extra love.