Say Cheese to move into former McDonaldâ€™s site on Royal Avenue
Say Cheese is what Paul Walsh hopes people will be saying soon about his new business venture in the Village of Belgium.
Walsh is opening a cheese store, named Say Cheese, in the Royal Avenue Market complex in space vacated by McDonaldâ€™s Restaurant when it moved last year to
How-Dea Mini Mart.
The store will feature cheese from Gibbsville Cheese Co. in Gibbsville and sausage, bacon, ham and fresh-frozen meats from Miesfeldâ€™s Meats in Sheboygan.
There will also be a deli and custard or soft-serve ice cream with a variety of fruit and candy additions available.
â€śWe want to be the home of the $1 ice cream cone,â€ť Walsh said. â€śThe equipment we have can make custard and soft-serve so we will switch between the two until
we find out what people want.â€ť
The store will have 150 types of cheese, the majority from Gibbsville, and speciality cheeses from other Wisconsin cheesemakers, he said.
â€śWeâ€™ll have fresh cheese curds on Tuesdays because thatâ€™s when Gibbsville makes them,â€ť Walsh said. â€śWeâ€™re hoping to have fresh cheese curds on Fridays also.â€ť
The owners of Gibbsville Cheese and Miesfeldâ€™s are excited about the Belgium location with visibility on I-43, Walsh said.
â€śIf youâ€™re looking for an opportunity to purchase Wisconsin cheese, there isnâ€™t a cheese store north of Milwaukee off I-43,â€ť Walsh noted. â€śWeâ€™re in the heartland of the
dairy industry and not to have our product along the highway is foolish.â€ť
Say Cheese will be a true outlet store experience with lower prices than grocery stores and other retail outlets, he said, but it wonâ€™t be filled with trinkets like many
With grocery stores focusing on their own and national cheese brands, Walsh said, Wisconsin cheesemakers are looking for high-visibility outlets for their products.
He hopes to fill that need with the Belgium store.
â€śMy goal is to have three cheese stores, starting with the Belgium store,â€ť said Walsh, who lives in Kiel.
â€śI grew up on a dairy farm in Sheboygan Falls and have roots in Oostburg. I have a deep love for dairy farmers and I know the area. Itâ€™s a great place.â€ť
Walsh said Royal Avenue Market is getting numerous inquiries about his store.
â€śWhenever Iâ€™m in town, I get people telling me they canâ€™t wait for the store to open,â€ť he said. â€śThat shows me we made the right decision.â€ť
Walsh said he expects the cheese outlet to open in late September. Coolers are scheduled to arrive shortly after Labor Day.
The villageâ€™s Plan Commission uanimously approved large, lighted signs for the store on Tuesday.