Underpinned by the motto “Convenience Without Compromise,” Potawatomi Ventures debuted its third Wisconsin c-store in August.
Fireside Market, a subsidiary of Potawatomi Ventures, had previously established that “uncompromising” reputation, witnessed by its successful c-store forays in the northeastern Wisconsin communities of Crandon and Carter. With that experience under their belt, the team unveiled its Slinger, Wisconsin, retail gem located along Interstate 41 and northwest of Milwaukee.
According to David Lloveras, executive vice president of Fireside Market, “Convenience Without Compromise encapsulates the brand’s commitment to delivering exceptional experiences through quality food,” where its people are “empowered,” and “innovative technology” is at the root of its operations.
Potawatomi Ventures is a relative newbie to convenience retailing, establishing a foothold in 2021. “Adding a new industry (convenience) to the portfolio supports our strategy to diversify the tribal economy and create new paths to shared prosperity for generations,” said Lloveras. “We saw an opportunity to create a new concept to combine high-quality food, innovative technology and community-centered design.”
Built on 5.1 acres in Merchant Village, a 130-acre hub that’s currently being developed to attract new businesses and generate jobs, Fireside Market Slinger is big on sustainability: in addition to EV charging, Slinger places an emphasis on procuring locally sourced products to make it easier for customers to shop sustainably.
And, Wisconsin had a lot of locally sourced options about which to boast. The store and fueling station is celebrating its grand opening on October 2 after a soft open phase in September, offering such signature specialties as Pastrami Bacon Jam Burger and a BLT with Guacamole.
Fort Worth, Texas-based Paragon Solutions acted as a branding and design partner on the project.
Other Fireside Market locations are on the drawing board, including one planned in Brown Deer, Wisconsin, on a two-acre site. Potawatomi Ventures espouses a “people-first culture” at what it considers “modern, food-forward c-store markets that emphasize hospitality and community connection, especially for families and seniors,” said Lloveras.
Fireside chat
Read ahead for a conversation with David Lloveras about Fireside Market’s continued goals to build and grow throughout the Badger State.
Q: How would you describe the clientele at the new Slinger store?
A: This store attracts a commuter-heavy, urban demographic. Guests include local families, seniors and highway travelers seeking fresh meals and quick service. There are nearby attractions with visitors we look forward to welcoming such as Slinger Speedway, Holy Hill and Little Swiss. The store is designed to meet modern expectations with drive-thru, EV charging and grab-and-go options.
Q: How long of a process was it to debut this location starting with groundbreaking?
A: The Slinger store broke ground in October 2024 and opened in August 2025, an approximately 10-month process. Planning included extensive collaboration across Potawatomi Ventures, Sagewind Development and Greenfire Management Services.
Q: How would you describe the clientele at the Crandon store in northern Wisconsin?
A: Crandon serves a more rural and tribal community. The store’s offerings are tailored to local needs, with a focus on essentials, traditional convenience items and tribal member fuel discounts. Enhancements are being evaluated to reflect learnings from Slinger.
Q: System-wide, what are some in-store food/beverage/general merchandise categories that have become destination items to customers?
A: Fireside Market offers made-to-order food, including signature sandwiches, soups, salads and rotisserie-fired meats prepared in a 1,500-square-foot professional kitchen. On the general merchandise side, our curated selections of beer, wine, snacks and locally sourced products are displayed in a market-style layout that elevates the shopping experience.
Q: What is the best part of the job that keeps the team motivated?
A: The team is driven by the opportunity to build something lasting and meaningful for the tribe and the community where our stores operate. There’s a deep sense of pride in creating a venture that blends innovation with tribal values, and in seeing how Fireside Market becomes a gathering place for families, seniors and travelers alike.
Q: What’s your management team’s approach to finding and retaining solid workers?
A: We emphasize a “Welcome Home Culture” that aligns with brand values. The team uses competitive compensation, KPI-driven bonuses, spot recognition and robust training programs to attract and retain talent. Annual reviews and career development opportunities are central to building loyalty and high performance. Potawatomi Ventures is recognized as a “Best Place to Work,” and that carries through to all their portfolio companies, including Fireside Market.
Fireside factoids
Fuel forecourt: Slinger features 10 Anthem-branded dispensers for 4-wheel customers and three diesel islands for professional drivers. EV DC fast chargers are on site: competitively priced, fully commissioned, canopy-covered with buttoned-down safety protocols. Fuel discounts are integrated with its budding loyalty program.
Food: Fireside Market offers a breakfast menu as well as lunch and dinner. Featured items are the Pastrami Bacon Jam Burger, Salmon Salad, Slam Jam Turkey Melt, Farmhouse Breakfast Bowl and rotating daily soups. The brand also plans offer grab-and-go and take-and-bake meals, gourmet coffee and gelato.
Potawatomi Nation: Known as the “keepers of the fire,” the Native American nation has a stated goal of “looking forward to building meaningful connections and creating something special together.”
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