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The RIVERS EATERY in The Ideal Market

"Our economic engine is silent."
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Thank you Fat Tire, Fall Fest and Birkie Trail Run participants!
Thank you for a great September.  Fall colors are rapidly approaching and the trails are in excellent shape.  We hope to see you soon.
Fall Schedule beginning September 8
Thursday 4:30 - 8:30
Friday 4:30 - 8:30
Saturday 11:30 - 8:30
As our staff and children - and your children and grandchildren return to school and college, we reduce our hours.  Watch for additional changes after Labor Day and in November.  We are open all year with the exception of our spring and fall research trips.
Our goal is to serve quality food at a reasonable price in a timely manner.
Our 8th year!
Hard to believe we opened The Ideal Market and The Rivers Eatery 8 years ago on June 16.  It's been a joy - a lot of work, but so is mowing the lawn.  Thanks to "the sneezers" - those that spread The Rivers Eatery and Ideal Market virus to their friends and family we have served over 150,000 hand-stretched pizzas.  Look below for a few of the accolades the Rivers Eatery has received in the media.
We see great things happening in the Cable area over the next few years and look forward to being an integral part of it.  Thanks again and we look forward to seeing you soon!
The Patio is Open
Need some space to unwind after the long drive or a day indoors with the rellies?  We have outdoor seating for 60 and Bocce Ball and Tether Ball to entertain the troops.  Our patio is pet friendly.
Hungry Bear 100, Cheq 100, Borah Epic and Fat Bike Birkie were great successes!
Thanks to the 2000 cyclists who have visited our area this Spring to ride our amazing trails and participate in our events.  You helped raise over $30,000 for cycling in the area and helped a lot of area businesses in the process. Since most of the funds go to building infrastructure, your support will help our area grow and maintain for many years to come. 
Cycling Season is here
Mountain Biking.  Even as much as we ride the trails, we find ourselves marveling at the quality and length of trails available in our area.  Chances are you haven't begun to see all of the options available.  Visit to learn more, or stop by The Rivers Eatery for some riding tips.
Cycling Events.  Cable is home to 5 spring cycling events, most of which start, finish or celebrate at The Rivers Eatery.   
Road Cycling.  Northwestern Wi is fortunate to have excellent roads with modest traffic.  Bayfield County for example has only 15,000 people in 2000 square miles and no stoplights.  On the weekends things pick up so ride properly.  Riverbrook and New Moon bike shops have weekly rides and all the gear you may need.
Rivers Eatery in the Media
Chicago Tribune on Birkie, Cable and Rivers Eatery
Here is an accurate appraisal of the Rivers Experience.
StarTribune visits the Enchanted Forest and The Rivers Eatery
An excellent summation of the Cable experience.
Discover Wisconsin visits The Rivers Eatery
Emmy Fink and crew make their own Spirit Creek Pizza with local BB sauce, local organic sauerkraut, organic pork and of course WI cheese.
Mountain Bike Action Magazine visits Cable
John Ker, hall of fame photographer, rides the green tunnel with the Rivers Eatery Crew.
Rivers Eatery listed as a Top 10 Adventure Bar
Switchback Travel names The Rivers Eatery as one of America's best adventure bars.  We're proud to be in some great company.
Annie Hart's Rivers Eatery Birkie Blog
Annie is a world class skier, gifted writer, great friend and a former Rivers employee.
Thanks for a great Fat Bike Birkie week!
Thanks to the hundreds of racers and supporters that found their way to the Rivers Eatery for the Fat Bike Birkie.  We hope you enjoyed the experience.  It was a pleasure serving you.  See you next year... or maybe at the Fat Bike Birkie, The Mt. Borah Epic, The Hungry Bear 100, The Cheq 100, The Cable Classic or the Chequamegon Fat Tire Festival - all in the forest surrounding the lovely village of Cable WI.



We opened The Ideal Market and The Rivers Eatery on June 18, 2008. 
Where is The Rivers Eatery located?

The Rivers Eatery is located one block east of highway 63 on Kavanaugh Road in Cable WI.  Our family owns The Ideal Market, an old building that houses Redbery Books, Namakagon Grocer and The Rivers Eatery.  Walk through the bookstore and grocery and step into our 25,000 cubic feet of cool space.


Why haven't we heard of you?

Well you have now...and probably from a trustworthy source.  Most of our advertising is done through word of mouth and the sponsorship of many community events and races. 


There are cars everywhere.  How long will it take to get served? 

A recent guest told their friends on the way out the door that their experience was amazing and that they would have waited 45 minutes just to get a table at another popular establishment.  We make a quality pizza in minutes.  If there are 30 people in front of you, you should be eating in 30 minutes.


Do you take reservations?

No.  We but we serve fresh made food as quickly as anyplace you'll find.  If you need to reserve a table or are looking for a full wait staff check with the chamber of commerce for a full service restaurant in the area.  The Rivers Eatery has seating for 110 inside and 60 outside.







Cable WI is the heart of north woods recreation


By now you know that Cable has some of the world's finest ski and mountain bike trails, iconic events such as the American Birkebeiner and Chequamegon Fat Tire Festival, a National Scenic River running through town, the greatest of all lakes - Lake Superior 40 miles north, the least travelled national forest in the country, dozens of festivals, races and art events, the North Country Hiking Trail, some of the nicest people you'll ever meet and not one stoplight in the entire county.


For those of you that like the simple things in life, we have an abundance of berries, mushrooms and wildlife that are indicative of the north woods.  Our forests are filled with deer, otter, bear, elk, bobcat, beaver, marten, fisher, eagles and an occasional cougar.  Our waters are filled with trout, musky, walleye and panfish. 


If you can't live in the area, please come back often.  If you are looking for something to do, ask anyone or stop by our amazing chamber or talk to one of our local realtors.  Oh, and of course a beer at the Rivers Eatery guarantees a spirited testimonial by one of your new found friends or an expressive owner.  Visit us soon and often.  It will make your great life even greater.



The Rivers Eatery on Discover Wisconsin
The Rivers Eatery was fortunate to be featured in a recent episode of Discover Wisconsin. Host Emmy Fink and crew visit a variety of pizza restaurants throughout Wisconsin and spend a night in The Rivers Eatery.
It was fun to see how much the crew had learned about pizza as they traveled from place to place. We learned as much from them as they learned from us.
What makes a great pizza? We think its a big chemistry experiment. To make a pizza like ours you need great ingredients, a big stone oven, an old building and a quirky method of dough management.
Thats the beauty of pizza. You simply can't make the same pizza in two different locations.
In our segment, Emmy falls in love with a pizza we call the Spirit Creek. You can view the full episode at
She even shares a meal with one of our favorite customers and renaissance man Bill B in a special outtake session Check it out.
Thanks to Discover Wisconsin and The WI Dairy Marketing Board for finding us and telling our story.