New Slinger store offers chef-driven food, modern conveniences and community space
Slinger, WI, Oct. 2, 2025 – Fireside MARKET, a new food-forward, modern market prioritizing meeting the needs of the community, officially opened its doors today in Slinger. The inaugural location for southeastern Wisconsin, Fireside MARKET serves as the gateway to the larger Merchant Village development and as a welcoming hub for families, travelers and the greater Slinger community.
“As a new concept in Wisconsin, this is not your typical convenience stop,” said David Lloveras, executive vice president of Fireside MARKET. “Fireside MARKET was designed to meet the needs of real people—from busy parents to hungry travelers to seniors looking for a friendly place to gather. We’re excited to bring this community-first experience to Slinger.”
Fireside MARKET blends the warmth of a neighborhood gathering place with the ease and efficiency of a modern market offering made-to-order, high-quality food and frictionless, technology-driven experiences. The market side of the store offers grab and go meals and snacks, beer, wine and everyday essentials. The market and fuel pumps will be open 24-hours; the kitchen will be open 6am to 8pm.
The new market offers a full breakfast, lunch and dinner menu, all made to order using fresh, locally sourced ingredients. Standout dishes include the Pastrami Bacon Jam Burger, Bistro Salad, Fireside Signature Stew and the Salmon Sandwich. Most proteins are fire-roasted in-house, and meals can be enjoyed in the market’s welcoming indoor and outdoor seating areas or ordered through a convenient drive-through window. Also featured is a kid-approved selection of gelato, made daily.
Beyond the kitchen, the market side of the store offers everyday essentials, grab-and-go snacks, curated beer and wine selections, lottery tickets and more. Every Fireside MARKET is designed with sustainability and comfort in mind, featuring amenities like EV chargers, green space, recycling and a strong commitment to local sourcing. The Slinger store also offers diesel fuel to provide an unmet need on the I-41 corridor.
“The Village of Slinger is thrilled to welcome the first Fireside MARKET,” said Scott Stortz, Village President of Slinger. “This modern market reflects the community-centered values of our region, and we’re proud to showcase it as the cornerstone of Merchant Village.”
The Slinger store is a 9,700-square-foot facility situated on 5.1 acres and was developed by Sagewind Development with construction managed by Greenfire Management Services. Along with Fireside MARKET, all three organizations are subsidiary companies of Potawatomi Ventures, which is owned and operated by the Forest County Potawatomi Community. Supporting the launch of Fireside MARKET in the new Slinger location will be a food focused, local marketing campaign created by Milwaukee-based Hanson Dodge, Fireside MARKET’s creative agency partner.
“At Fireside MARKET, we are committed to being an active partner in the Slinger community,” said Lloveras. “That’s why we designed our rewards program to give participants the option to turn their points into cash donations for local causes like Theresa’s Closet and the Slinger High School DECA team. We’re also proud to support community events such as the Kiwanis 5K and Hootie Fest.”
A location in Brown Deer was recently secured for development and additional communities across the Milwaukee metropolitan region are being considered for future Fireside MARKET locations.
“The Potawatomi are known as the ‘keepers of the fire’ and to acknowledge the deep history of this community, we warmly invite everyone who visits Fireside MARKET to gather around our indoor fireplace and experience the community we hope to build here,” said Kip Ritchie, CEO of Potawatomi Ventures. “We’re looking forward to growing meaningful connections and creating something special together.”
To learn more, visit firesidemarket.com and follow them on Instagram, Facebook and LinkedIn.
