Sturgeon Bay’s Target unveils food-forward refresh

Judith Munson

Contributor

November 2, 2026

STURGEON BAY – Sturgeon Bay’s Target has finished a complete overhaul of the store’s interior and exterior.

The multi-million-dollar redesign began in March and wrapped up in September. 

The store did not close during the construction period, with much of the work occurring overnight, Store Director Benjamin Hubing said.

“We basically had crews working almost 24/7 over the six months to ensure we could remain open every single day.” 

The unveiling’s timing is perfect given shoppers are gearing up for the busy holiday season, according to a company statement.

Target officials stated the project aims to create a “true one-stop shop” with upgrades prioritizing:

• Expanded fresh food sections 
• More grab-and-go meal options
• Streamlined convenience

“The layout is designed to make weekly grocery runs – and order pickups – faster and more seamless,” per the statement. 

The Sturgeon Bay store, Hubing said, is the only one out of the 10 Target stores in its district to get the upgrade.

“It’s part of a $5 billion investment Target is making across the country,” he said. “They are really investing in their brick-and-mortar stores to create that great experience for our guests. It’s a massive overhaul for hundreds of stores.” 

Why push brick-and-mortar

Hubing explained that although in-person shopping dropped during COVID, store traffic has significantly revived in recent years. 

“Guests are looking for that interaction and personable experience again,” he said. “They’re looking for an elevated shopping experience now when they decide to go in-store. Target is investing in stores to make sure we provide a guest-focused experience. Although so much is happening digitally, we don’t want our local guests to feel forgotten.”

The store’s redesign touched “every corner of the building,” Hubing said, adding that guests notice the changes the second they step into the store.

Updates to the exterior include a new front entryway, new facade, and a fresh coat of paint for the entire outside of the building.

“It is mind-blowing,” Hubing said. “All of the floor tiles got ripped up and replaced with polished gray concrete, which is just beautiful. All the lighting is updated with new LEDs and track lighting. The carpeting was replaced. All the walls were painted and feature new graphics.” 

Hubing said for him personally, it’s exciting to see the new-look store. 

“I’ve been working at this store for 16 years, waiting for a remodel, and it’s really exciting to be able to bring this to the community.”

Customer-driven focus

The renovation work focused significantly on the store’s food and beverage departments, which have roughly tripled in size, Hubing said.

“The city’s west side now has its first full-service grocery store; our guests can now get all of their grocery shopping done, which is fantastic,” he said. “Not only has our dry grocery selection grown, but fresh produce, meats, and deli sections also. Guests walk up and tell us every day they’re so excited this is here and they don’t have to drive a further distance for their groceries. So, we’re really excited to be able to make that impact on the community.”

Hubing noted that the growing demand for healthier food options is a driving force behind Target’s fresh food expansion. 

“Our organic sections have expanded drastically,” he said. “There are a lot more organic products and varieties of those products, with guests looking for cleaner food options.”

He said many of these new options are found under the Target-owned brand, Good & Gather. 

“Good & Gather is so great because the quality is so high and the cost is not.”

Hubing said people are buying goods “faster and smarter” with every new retail-related tech innovation.

He said they also want a faster and smarter experience in store, and Sturgeon Bay’s Target is meeting that demand with a newly expanded grab-and-go section.

“Families are gravitating towards this area,” Hubing said. “Obviously, parents are busy, and now we offer more healthy, high-quality options that fit their budget. We have pre-cooked meals and ready-made meats, including things like stir fry and pulled pork.”

Hubing added that the store has also expanded its order pick up and drive-up area for guests trying to save time by not having to leave their cars.

“We want to be as convenient as possible for our guests.” 

Customers are driving much of the change at Target, Hubing said, as requests for more fresh food and produce have grown in recent years. 

Since the big reveal in September, the response from customers is “overwhelmingly positive,” Hubing stated. 

“They love the bright, new, clean layout.” 

The larger grocery department, he said, has required the store to increase its workforce.

“We are still in the process of hiring to fully staff it,” he said. “We are also working on staffing for the fourth quarter for the holiday season.” 

For a smaller town like Sturgeon Bay, having a new shopping experience is always exciting, Hubing said. 

“A lot of us know our guests personally, so it’s really fun to see the excitement and hear the chatter around town about it.”