Why I Started Cheeseheads: A Story of Family, Food, and Finding My Own Flavor

By Joe Morey Owner/Founder of Cheeseheads & Squeezer's Lemonade

I’ve always believed that the best recipes don’t just come from a cookbook, they come from the people who raised us, the tables we grew up around, and the memories that still simmer in the back of our minds. I come from a long line of incredible cooks, starting with my great-grandmother Hazel, a woman whose kitchen seemed to run on instinct and heart. My mother carried that same gift forward, always seeming to know exactly what to serve, how to season it, and how to make a simple meal feel like home.

Those dinners weren’t just food; they were lessons. They planted the early seeds of what would eventually become Cheeseheads.

Before I ever stepped behind a grill or rolled out dough, I built a career in journalism, news publishing, and marketing. But even during those years, there was always something pulling me back to food. Over time I found myself drawn into restaurant ventures; owning a bar and restaurant, running a pizza place, operating mobile summer concessions, running a food truck, and ultimately, launching Squeezer’s Lemonade on the summer trail. Each step taught me something new. Each venture added another ingredient to who I was becoming as a cook, a business owner, and a creator.

And all those experiences led me right here: to the creation of Cheeseheads.

A Menu Born on the Summer Trail

When I owned the food truck and spent those long days on the summer trail, I learned what people really wanted when they came up to a window for food: something incredibly delicious, but also something different, something they couldn’t get anywhere else. That challenge sparked an idea that grew into the heart of everything I’m doing today.

Cheeseheads was built on that mission: serve food that is bold, unique, flavorful, and unforgettable.

We created a savory, creative menu with 23 different flavor toppings—a lineup you won’t find anywhere else—built for smashburgers, cheesesteaks, hot dogs, and fries. Whether you’re craving the heat of the Sicario, the richness of our Spinach & Artichoke, the comfort of our True Wisconsin (four cheese), the Santa Fe, the Pepperoni Pizza burger, or any of the other favorites, each flavor was crafted over years of experimenting, refining, and serving thousands of people on the go.

And then there’s the pizza.

I wanted to bring something to the Northland that honors the classics but still feels like ours... rich sauce, quality cheese, and toppings piled with intention. Many customers tell us it’s one of the best pizzas in the area. I always say the same thing: come try it for yourself and be the judge.

What I Really Want for You

At the end of the day, starting Cheeseheads wasn’t just about the food, it was about the experience.

I want people to take that first bite and taste the years of trial, the lessons from Hazel’s kitchen, the passion that comes from a family of cooks, and the creativity built on the road, in a food truck, in mall kitchens, and everywhere in between. I want you to enjoy these recipes as much as I enjoy making them. I want you to discover your favorite flavor, come back for another, and then tell your friends about the place tucked inside the Cedar Mall where the food has as much personality as the people making it.

A Little About Who We Are Becoming

Cheeseheads is more than a menu: it’s a growing community.

Every day we’re meeting new people, learning their stories, seeing familiar faces return, and making the kind of connections that remind us why small local restaurants matter. We love when customers lean over the counter to share their thoughts on a new burger flavor, when families bring in kids excited to try something fun, or when someone walks out the door already planning what they’ll try next time.

We’re not just serving food... we’re making friends along the way. And we look forward to making many more.

Come Give Us a Try

Whether you're craving a smashburger loaded with one of our 23 signature flavors, a melted and seasoned cheesesteak, a creative hot dog, fries smothered in flavor, or one of the best pizzas in the Northland, we’re ready for you.

Come taste what we’ve built, enjoy it to the fullest, and help spread the word.We look forward to serving you, sharing these recipes with you, and being part of your story just as much as my family’s kitchens have been part of mine.

Welcome to Cheeseheads. Let’s make something delicious together.