The lack of grocery stores in the Third Ward is what originally prompted the brothers and owners John and Edgar Rivera to open the Milwaukee location of the Chicago-based Go Grocer (415 E. Menomonee St.) in February 2023.
Not quite a 7/11 – more like a mini Trader Joe’s, Go Grocer is a small, specialty grocery store with grab-and-go-items, specialty sodas, local craft beers and grocery staples like bread and eggs. It also shelves local brands like Boar’s Head deli meats and cheeses, as well as farmers market finds like Mama’s Boy salsa out of Cudahy.
Even in such an intimate space, there’s a walk-in beer cooler nestled in the back, and the store is packed full with Wisconsin dairy items. Co-owners John and Edgar visit Wisconsin farmers markets to source the store with unique finds year-round.
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“In the past year, we’ve been getting our foot in the door in Milwaukee, building our reputation and getting to know the amazing people from the Third Ward and visitors – people that come from Summerfest and hotel guests from the Kimpton Journeyman,” Edgar says.
Since opening, the Rivera brothers have spent time getting to know their audience – learning what sells and what people are interested in. “Wisconsinites love their ice cream,” Rivera says. And inside, you’ll find a dedicated section of local ice cream: Scratch, Purple Door and Cedar Crest – plus fan-favorite brands like Peanut Butter & Jelly Deli out of West Allis, WI.
Vegan and gluten-free items are available at GoGrocer as well.
While the Chicago Go Grocer locations offer delivery, this service is not yet available in Wisconsin, but the brothers are working on making this a reality. And they’re planning to open a second Wisconsin-based location in the Brewery District in early spring of 2024.
