3rd Street Market Hall signs its first tenants
3rd Street Market Hall, the food hall due in summer at The Avenue development downtown, has signed its first vendors: the smash-burger and custard stand Dairyland and Mid-Way Bakery.
Dairyland also will oversee four hawker stalls, where entrepreneurs and established chefs can try out ideas for new restaurants.
The bakery is an offshoot of Dairyland, the Oak Creek takeout spot and food truck at Zócalo food park in Milwaukee’s Walker’s Point neighborhood. It’s owned by three chefs with fine-dining backgrounds, Kurt and Katie Fogle and Joe McCormick, and Brent Fogle, whose restaurant background is in the front of the house.
Dairyland’s aim is to perpetuate Wisconsin food traditions while supporting farmers, the owners have said.
Initially, Kurt Fogle had planned to open a bakery and burger-and-custard stand under a different partnership, as Milk Can Hamburgers and Milk Bottle Bakery. Those businesses are no longer destined for 3rd Street.
The food hall will be at 275 W. Wisconsin Ave., in part of what used to be the Grand Avenue mall.
Dairyland Old-Fashioned Hamburgers, which also sells fried-chicken sandwiches and fish fry, will be adding frozen custard to its repertoire at 3rd Street, making the cream-and-egg custard base from scratch and flavoring it with vanilla bean and Belgian chocolate. The stand will sell cones, dishes, sundaes, floats and shakes, with add-ins such as brownies, cookies, cookie dough and praline made by Mid-Way, overseen by Katie Fogle.
Mid-Way will sell baked goods such as croissants, yeast breads, cookies, brownies and Dutchies, its mini-pielike dessert made of streusel with jam or fresh-fruit filling. The name comes from the riff on Dutch apple pie and is also the nickname of Brent Fogle, who grew up in the Netherlands, Katie Fogle said.
Mid-Way also will prepare soups, salads and sandwiches and pour coffee from Anodyne roasters.
Vendors interested in learning more about the hawker stalls can contact Dairyland at eat@ilovedairyland.com. Meanwhile, 3rd Street Market Hall will hold an open house in May for vendors interested in joining the food hall; details will be announced later.