DENMARK, Wis. (NBC 26) -- It's not a bar or a restaurant.
"Don't tell anybody," regular customer and Henrysville resident Jim Schmitz said.
It's not a supper club either.
"[You're] usually waiting in line when you get here and [there's] a line behind you when you leave," Scmitz said.
It's a popular spot... if you're in the know.
"[I heard about it] just by word of mouth," Schmitz said. "It's a well kept secret. I try not to share it too much."
It's a Denmark area Citgo gas station that holds a nearly 25-year tradition of frying up fish every Friday. Jesse Shimon has owned it since 2006 after his aunt and uncle started it in 1997.
"They built the gas station on their farmland," Shimon said. "This used to be part of their dairy farm and we're keeping the tradition going."
Shimon's family member Linda has been cooking the fish for the past 20 years. They say it's just another way to add more food options to their menu.
"It's the Friday tradition that we gotta continue in Northeast Wisconsin," Shimon said.
It may not be a sit-down restaurant, but locals say the experience and the fish are actually better.
"I just got done with a 12-hour night shift," Schmitz said. "It was the last thing I thought about before I went to bed and it was the first thing I thought about when I got up. [I] make sure I set my alarm to get here for lunch."
The station doesn't advertise. But this Friday, it served more than 100 people for lunch.
"Things can get a little tense, especially with the way the orders flow in and you feel like you're having trouble keeping up," Shimon said.
Shimon, who owns the Citgo with his brother, says the station mostly sees regulars coming in every week.
"[It's] better than a restaurant," Schmitz said. "It's excellent food. They got a little gold mine here."
It's a gas station gold mine where their secret isn't exactly safe with us.
