New Cousins Maine Lobster Food Truck Begins Operations in Milwaukee

Cousins Maine Lobster, a food truck operator known for its Maine lobster-based dishes, has expanded its operations to Wisconsin by launching a new food truck in Milwaukee. The truck started serving customers on June 14, offering a menu that includes lobster rolls, seafood tacos, and other signature dishes.

Chris Goeman and Kevin Smith, both experienced entrepreneurs with backgrounds in various business sectors, own the Milwaukee food truck. The launch in Milwaukee marks the beginning of a planned expansion within Wisconsin. Following the Milwaukee debut, the owners aim to establish additional trucks in Madison by 2026 and in Green Bay by 2027. A fourth truck is expected to be operational by 2028, serving multiple markets across the state.

The food truck's opening event was held at Woodman's Market in Oak Creek, Milwaukee. The menu featured lobster rolls, New England clam chowder, and lobster tots, along with a seasonal item, the Pink Lemonade Whoopie Pie.

This expansion into Wisconsin is part of Cousins Maine Lobster's broader strategy to increase its presence in the Midwest. The company has identified several other potential markets for expansion, including cities in California, Nevada, Missouri, Iowa, and Indiana. These markets have been targeted based on their demand for high-quality, fast-casual seafood options.

Cousins Maine Lobster operates a franchise model, which allows for relatively quick setup of new trucks, typically within three to six months. This model is designed to be cost-effective due to low overhead and labor costs, facilitating efficient market entry.