Cousins Main Lobster (CML), a fast-casual lobster roll brand, is bringing its food truck experience to Wisconsin for the first time. The new truck will begin serving the community on June 14 at Woodman’s Market located at 8131 S. Howell Ave. in Milwaukee.
The Milwaukee truck is owned and operated by Chris Goeman and Kevin Smith, two longtime friends and seasoned entrepreneurs. Goeman, a local business owner with experience in convenience stores, restaurants and car washes, teamed up with Smith, a former Arizona-based business owner with a background in sales, to bring the CML experience to their home state.
“We’re beyond excited to finally bring Cousins Maine Lobster to Milwaukee,” said Smith. “The buzz has been building for months, from local events to social media, and we’ve felt the energy every step of the way. We’re proud to bring something new and different to the area, and we’re looking forward to building strong relationships with our guests and becoming a staple in the community.”
Following the Milwaukee launch, Goeman and Smith plan to expand operations into Madison in 2026 and Green Bay in 2027. They also plan to open a fourth truck in 2028 to travel across all markets.
“Opening a truck in Wisconsin is a major milestone for Cousins Maine Lobster, and we’re thrilled to do it with such passionate and community-driven partners like Chris and Kevin,” said Lindsay Herberger, director of franchise development at Cousins Maine Lobster. “Their excitement for the brand and deep local roots make them a great fit to introduce our Maine lobster experience to Milwaukee.”
