I love Sjolinds for many reasons.
The food is fantastic. Since I'm usually there in the morning, I get a scone or piece of quiche right out of the oven. They are simply fantastic! I've never had food there that I didn't like or wasn't good. Besides pastries, the also have a combination of in house crafted chocolates and treats as well as some from all over the world to purchase. Their hand made truffles are amazing! The coffee is nothing special (this isn't a starbucks or coffee shop), but it passes well to accompany the breakfast foods. They also carry an assortment of juice boxes and milk for little ones. You can get day old scones and bakery treats for a fraction of the cost and they are still quite delicious!
The atmosphere is nice and local. There is local artwork and pictures from local events. There is also a bulletin board to advertise local events and activities. When you first walk in from the street, don't be deceived by what seems to be a small amount of seating. There is twice as much seating in the back. They also have a stash of toys for little ones to play with. This is definitely a family environment. You can also find lots of locals here talking shop or catching up.
The staff has always been friendly and kind. This is a family owned and run business, and it shows! We are always warmly greeted and they love to interact with my 2 year old son.
Overall, this is a great local gem of a business. Sjolinds has the right combination of good food, quality service, and welcoming environment. If you are in Madison, you definitely need to stop in!