Fireside MARKET, a food-forward modern market built around community needs, opened its inaugural southeastern Wisconsin location today in Slinger, anchoring the new Merchant Village development and welcoming families, commuters, and travelers along I-41.
“This is not your typical convenience stop,” said David Lloveras, executive vice president of Fireside MARKET. “We designed Fireside to meet real people where they are—from busy parents to hungry travelers to seniors looking for a friendly place to gather.”
The 9,700-square-foot store sits on 5.1 acres and pairs an all-day, made-to-order kitchen with a 24/7 market and fuel. The kitchen (6 a.m.–8 p.m.) leans into fresh, locally sourced ingredients and fire-roasted proteins, with signatures like the Pastrami Bacon Jam Burger, Bistro Salad, Fireside Signature Stew, and a salmon sandwich.
Guests can dine inside, spill out to outdoor seating, hit the drive-thru, or cap it off with kid-approved, house-made gelato. The round-the-clock market stocks grab-and-go meals and snacks, everyday essentials, curated beer and wine, lottery, and—meeting a gap on the corridor—diesel fuel.
To support the debut, Potawatomi Ventures and Hanson Dodge are rolling out a 360° “Premium To-Go” campaign spanning video, CTV, OOH, streaming audio, search, digital, experiential, email, and local activations through the fall. Designed “by moms, for moms,” the work celebrates multitasking parents who won’t compromise on dinner quality—even on the run. Watch below:
“Short on time should never mean short on flavor,” said Amanda Gintoft, VP of Marketing, Potawatomi Ventures. “At Fireside MARKET, you won’t find fast food, but you will find fresh food, fast.” Hanson Dodge creative director Katherine Schmidt added: “Beyond showcasing delicious food, the campaign celebrates moms and lets them know we’re here to make life easier—with quality, warmth, and ease in every detail.”
Sustainability and community are central to the build: green space, recycling, EV chargers, and a rewards program that can convert points into donations for local causes like Theresa’s Closet and Slinger High School DECA. The brand is also backing local events, including the Kiwanis 5K and Hootie Fest.
Developed by Sagewind Development and constructed by Greenfire Management Services (all Potawatomi Ventures companies), the Slinger site spans 5.1 acres. A Brown Deer location is secured, with 1–2 additional openings planned annually across the Milwaukee metro. As CEO Kip Ritchie put it: “We invite everyone to gather around our indoor fireplace and experience the community we hope to build here.”
CREDITS:
BRAND: Fireside MARKET
AGENCY: Hanson Dodge
- Chief Creative Officer: Mike Roe
- Creative Director: Katherine Schmidt
- Sr. Art Director: Jillian Turbessi
- Associate Art Director: Konrad Losiak
- Graphic Designer: Brady Vanderhart
- VP, Client Leadership: David Pollard
- Sr. Account Director: Eric Prado
- Account Supervisor: Molly Venturini
- Production Manager: Michael Joyce
- Hero Food Photographer: Chris Hynes
- Bulk Food Photographer: Nicole Hansen
- Foot Stylist: Stef Endres
- Hot Moms Photographer: Kat Schleicher
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