Sweet Dreams, the Hartland burger-and-custard shop, is gearing up to move into one of Menomonee Falls' most familiar addresses this summer, taking over the longtime Pop's Custard building on Appleton Avenue near the Menomonee River and RiverWalk. For customers who grew up on Pop's during its roughly 45-year run, it is a bittersweet handoff they are watching very closely.
According to the Milwaukee Journal Sentinel, the Sweet Dreams owner has confirmed plans to take over Pop's former storefront and is aiming to open the Menomonee Falls outpost sometime this summer. That reporting also notes the company announced on Facebook that its Hartford shop at 675 Grand Ave. is set to open on Friday, April 17, and includes both a menu preview and the owner's comments on expanding the small chain.
What Sweet Dreams Will Serve
Sweet Dreams has built its name on a straightforward comfort-food formula: burgers, hand-cut fries and fresh frozen custard. The Menomonee Falls location is expected to layer on more snack-focused items such as mini corn dogs, fried pickles and chicken tenders, along with bigger sandwiches including gyros and a Philly cheesesteak.
The restaurants are known for a long roster of custard toppings, from pecans and brownie-cookie dough to Kit Kat and cheesecake pieces, that the chain highlights across its menus. Per Foodjoyy, those options are staples at Sweet Dreams' other locations, and they also show up on delivery platforms such as DoorDash.
Pop's Left a Hole Downtown
Pop's Custard served Menomonee Falls for about 45 years before closing at the end of August 2025. The shop's website now lists the Appleton Avenue site as "CLOSED" and invites interested buyers to contact the owners, a sign of just how recently the changeover began. The notice remains posted on the Pop's Custard site.
According to local reporting from TMJ4, the family-run spot pointed to post-COVID challenges and rising operating costs when it decided to close. The loss left a noticeable gap in weekend foot traffic along the riverfront, where downtown business owners and residents have watched a steady cycle of openings and closings while officials work to keep the corridor lively.
Sweet Dreams already operates in Hartland and is listed in local directories for Hartford at 675 Grand Ave., with its regional expansion into the Falls following coverage in the Milwaukee Journal Sentinel and business listings from the Hartford Chamber. A new tenant in the Pop's building could help bring some of that lost traffic back to Appleton Avenue once the custard machines start spinning again.
The owner has not provided a firm opening date for the Menomonee Falls shop beyond "this summer," and the timing will hinge on permitting and renovations to the former custard stand. Expect more clarity once permit filings and local announcements pin down when Sweet Dreams will officially flip on the lights.
