A former Toys R Us location on Milwaukee’s south side has undergone a remarkable transformation, shedding its toy aisles and board game displays to make way for a sprawling 38,000-square-foot Mexican grocery store. Today, instead of children begging for action figures, shoppers browse through bins of fresh epazote, stacks of warm tortillas, and ingredients for award-winning birria dishes.
The building, located at 3920 S 27th St, Suite D, in Milwaukee, Wisconsin, now serves as a vibrant hub for Latin American culinary traditions. Opened in October 2020 by husband-and-wife team Roberto and Leonor Montemayor, Monterrey Market functions as both a full-service supermarket and a bustling food hall. The massive scale of the former toy store provides ample room for every department to operate independently, giving shoppers an expansive environment to explore without feeling cramped.
The couple designed the business to offer more than just a quick snack run, striving to create a destination where shoppers can find everyday grocery staples alongside specialty items that standard supermarkets often overlook. The conversion of the building represents a striking second act for the property, delivering a different kind of excitement centered around fresh produce, authentic meats, and traditional baked goods.
Your Spice Rack Is About To Get Seriously Jealous
The commitment to authenticity becomes immediately clear in the produce section, where rare and regional ingredients like fresh epazote are readily available. Widely used in traditional Mexican dishes such as black beans and quesadillas, epazote features a bold, pungent, and almost minty flavor that is notoriously difficult to substitute. Finding it fresh is a welcome discovery for home cooks aiming to replicate traditional recipes without compromise.
Monterrey Market centers its inventory on authentic Latin American products, making it a reliable destination for specialized culinary needs. Beyond its core Mexican offerings, the store also incorporates international products from Asian and Middle Eastern countries, broadening the scope for adventurous cooks. Navigating such a large selection of international seasonings can be overwhelming, prompting seasoned shoppers to bring structured grocery lists or reference photos of ingredient lists to stay on track.
For those experimenting with unfamiliar herbs and spices, purchasing small quantities initially allows cooks to test flavors at home before committing to larger amounts. Because fresh herbs have a limited shelf life and fade quickly, proper storage—such as wrapping them in a damp paper towel—helps preserve their quality for weeknight meals.
The Produce Section Could Pass For A Farmers Market
Upon entering the market, shoppers are immediately greeted by a colorful produce department that rivals the atmosphere of a local farmers market. Displays of mangos, avocados, limes, and cactus paddles dominate the area, reflecting the heavy reliance on fresh produce inherent in traditional Latin American cooking.
Nopales, or cactus paddles, stand out as a versatile ingredient that can be grilled, sautéed, or incorporated into egg dishes for a tangy flavor profile. Meanwhile, standard staples like limes occupy a prominent space, offering a quick citrus boost to brighten soups, rice, and tacos. The sheer variety of produce invites shoppers to build their meals from the ground up, selecting primary ingredients first and rounding them out with fresh peppers, herbs, and seasonal fruits.
Fresh Cuts Make The Butcher Counter A Must-Stop
Deep within the store lies a full-service butcher counter where meat is freshly cut every day, offering a stark contrast to the pre-packaged, tray-sealed meats found in conventional grocery stores. This dedicated counter allows shoppers to consult with staff regarding specific cuts, thicknesses, and portion sizes tailored directly to their culinary plans.
Whether a shopper is preparing thin slices of meat for a fast-cooking grill session or sourcing larger cuts suited for a slow-braised stew, the butchers can provide guidance and customized portions. Preparing an organized order in advance helps maintain efficiency during peak hours, while the integration of fresh meat with nearby produce and tortilla stations allows shoppers to assemble an entire meal under one roof.
Warm Tortillas And Sweet Treats Wait At The Bakery
At the on-site bakery, fresh tortillas are produced daily, offering a distinct alternative to commercially packaged varieties. These warm, pliable tortillas serve as the fundamental base for a wide array of dishes, including tacos, enchiladas, and chilaquiles. A brief heating on a dry skillet restores their soft texture and releases their fresh aroma.
The bakery department also features an array of sweet breads and pastries, drawing shoppers in with traditional baked goods that pair well with coffee or hot chocolate. These items provide an easy option for those looking to share special flavors at gatherings without the effort of baking at home.
Lunch Is Handled Thanks To Montacos And The Hot Deli
Grocery shopping at the market easily transitions into a dining experience thanks to Montacos, the on-site taqueria, and a comprehensive hot and cold deli counter. The deli offers an assortment of prepared homemade Mexican dishes and fresh salsas, providing a convenient solution for customers seeking ready-made meals on busy days.
The availability of seating near the deli area allows patrons to enjoy their food on-site. With the store actively promoting events like Taco Tuesday and offering fresh salsas designed to elevate simple home-cooked meals, the deli serves as both a lunch destination and a shortcut for weeknight dinner preparations.
Birria Flavor Earned A State Fair Trophy
The culinary talent behind the market extends beyond the grocery aisles, highlighted by a notable achievement at the Wisconsin State Fair. Fiesta Grill & Cantina, operated by Monterrey Market owner Roberto Montemayor, captured first place in the 2026 Sporkies competition with an innovative birria creation.
The Sporkies competition showcases creative and inventive fair foods, challenging vendors to impress judges with new concepts. Birria, a rich and slow-cooked Mexican stew celebrated for its deep and complex flavor profile, was successfully adapted into a bite-sized fair snack. This state fair recognition demonstrates the kitchen team’s dedication to flavor and culinary craftsmanship.
Save Room Because Juice And Ice Cream Await
Near the end of the shopping route, visitors encounter a dedicated juice bar and an ice cream shop positioned close to the checkout area. The juice bar provides a refreshing beverage option following a thorough trip through the expansive aisles, while the ice cream shop offers a final destination for families seeking a sweet conclusion to their errand.
The presence of these dessert and beverage counters adds an element of leisure to the shopping experience, catering to both children and adults looking for a cold treat during warm summer afternoons or throughout the year.
Getting There Early Or Ordering Ahead Both Work
Monterrey Market operates daily from 7 a.m. to 9 p.m., accommodating both early morning shoppers and evening visitors. Located on a busy stretch of Milwaukee’s south side at 3920 S 27th St Ste D, the store manages significant traffic flow around its parking lot during peak hours.
To accommodate different scheduling needs, the location provides Click and Collect services for online ordering, as well as delivery options for customers unable to visit in person. While digital ordering offers convenience, an in-person visit remains the primary way to fully experience the expansive aisles, specialty spice selections, and bustling atmosphere of this former toy store turned grocery giant.
