The city's second Bruegger's Bagels location will open in a retail building at 2043 E. North Ave. -- still under construction -- on Milwaukee's East Side, according to local real estate reports. It will be the East Side's only franchise bagel shop.

The new location is the company's seventh in Wisconsin. The company opened its first Milwaukee bakery-café Downtown at 753 N. Water St. on Jan. 12, 2007.

Danielle Swift, public relations counsel for Bruegger's, says the new location will open in October or November.

The new space at 2043 E. North Ave. has been the subject of many rumors, including a possible new Starbucks. Industry sources say that the Starbucks deal will not happen.

Like its other locations, the East Side Bruegger's will offer a full menu that includes kettle boiled bagels, salads, made-to-order sandwiches and coffee, including a daily Fair Trade Certified blend.