We’re Getting a New Supermarket Option Downtown

This Madison-based retailer is bringing grocery staples and grab-and-go options to Milwaukee’s bustling business hub.

Good news, shoppers. Downtown Milwaukee will have a new, 10,500-square-foot grocery store by early next year.

Madison-based Maurer’s Foods will open Urban Market at 7SEVENTY7, Northwestern Mutual’s new 35-story “luxury” apartment complex (777 N. Van Buren St.). Urban Market will occupy the ground floor and offer the staples of a full-service grocery store ‒ fresh produce, meats and seafood, an in-house bakery, deli and sushi bar, cheese and frozen foods. The shop will also feature chef-prepared meals, including grab-and-go and ready-to-heat options. 

Maurer’s also co-owns Fresh Market Madison, located near the UW-Madison campus. Milwaukee’s Urban Market, Maurer’s first grocery store in metro Milwaukee, will be modeled after the Madison Fresh Market (an amenity-driven store that offers cooking classes, heated parking, an event room and lots of prepared food options, including breakfast, lunch and dinner buffets). Maurer’s benchmark is the urban (or school campus-area), full-service grocery store that caters to commuters, students and residents in high-density traffic areas.

The Milwaukee supermarket will come complete with in-store and patio seating, free parking, catering and online ordering for pick-up and delivery.

The supermarket is expected to open in early 2019.



Ann Christenson has covered dining for Milwaukee Magazine since 1997. She was raised on a diet of casseroles that started with a pound of ground beef and a can of Campbell's soup. Feel free to share any casserole recipes with her.