New vendors and concept expansions launch at 3rd Street Market Hall
SapSap to bring bold Southeast Asian flavors, Rod N’ Makk expand menu to offer chicken sandwiches, and virtual reality is now live
Milwaukee, WI – January 20, 2026 – 3rd St. Market Hall welcomes SapSap, a beloved local concept known for its bold, soulful Lao cuisine, to its vibrant vendor lineup. SapSap will be taking over the hawker stall space currently operated by In Yun, bringing an exciting new flavor experience that embraces Southeast Asian flavors and dishes to the heart of downtown Milwaukee. In additional, Rod N’ Makk Chicken Shack has turned up the heat with fried and Nashville Hot fried chicken sandwiches and True Echo VR is engaging groups of all ages with its state-of-the-art virtual reality games.
“SapSap is more than a meal—it’s a story,” said Jaime Jacobs, Director of Operations & Vendor Management. “Their food reflects a strong commitment to scratch cooking, authenticity, and cooking technique rooted in tradition. We’re excited to introduce their flavors to even more guests right here in the center of Milwaukee.”
This new location will be led by Alex Hanesakda, alongside Ivan and Oscar Rubio Gutierrez, the current operators of In Yun. This partnership represents a meaningful expansion of the SapSap brand into another thriving food community, building on the concept’s strong following at Zócalo Food Truck Park, where SapSap currently operates a popular food truck.
Rooted in rich family recipes and deep cultural heritage, SapSap celebrates the warmth and complexity of Lao cuisine through a menu that’s both approachable and unforgettable. Guests can look forward to crave-worthy favorites like sticky rice, signature egg rolls, Pad Thai (stir-fried rice noodles with tamarind, egg, bean sprouts, and peanuts), Pad Krapow (ground pork stir fried with Thai basil, chilies and garlic, topped with a crispy egg), Lao Style Beef Jerky (traditional marinated Lao-style beef jerky), grilled meats, and more, each crafted with intention and inspired by tradition.
The operators of Rod N Makk have expanded their menu to feature an array of crispy chicken sandwiches. To memorialize the addition, they’ve changed their name to include the new offerings: Rod N Makk Chicken Shack. The new additions compliment the already robust lineup of comfort food items like their signature Mac & Cheese and world-famous 1lb Lighting Rod Mozzarella Sticks. Headlining the expanded menu are fried to order chicken sandwiches and an array of new sauces meant to meet any palate craving mild to intense heat levels. Their signature sandwiches will come standard with sauce, pickles, dill slaw and a honey drizzle.
True Echo VR joins the robust lineup of games that 3rd St. Market Hall has become known for; expanding the hall’s offerings for in-person activities, True Echo VR is bringing state-of-the-art tech to the hall. Owned and operated by Mitchell Schweda, he brings experience in the tech and engineering industries to this new venture.
The scenarios are fully interactive; games are 10-15 minutes and are designed specifically for groups. Teams will work together to complete an objective, communicate and support each other, and win together as a group. Games include a virtual kitchen simulator where teams work together to correctly serve as many burgers as possible in a specific time, a zombie game where players cover each other and fight to survive, and a bow and arrow game where there’s strategy in which upgrades are chosen each round. Up to six players can play the same game in the space.
You can book your True Echo VR slot easily online here. Follow 3rd St. Market Hall on Instagram at @3rdSTMarketHall and on Facebook at 3rd Street Market Hall for daily updates.
For more information, contact Jaime Jacobs, at [email protected] or at 262-352-3327.