Cheez-It Opens Gift Shop-Style Roadside Attraction
The Kellogg Co.’s Cheez-It brand opened a branded roadside attraction and convenience store located deep in the desert of Southeastern California.
The Cheez-It Stop, open for one week only starting June 5, looks like a gas station but invites road trippers to fill up on the snack brand, rather than car fuel. The Stop includes a Cheez-It pump that literally pumps a stream of mini Cheez-It bags right into a car window, for free.
Inside the Cheez-It Stop, visitors can find exclusive branded merchandise including collectables/mementos and hard-to-find Cheez-It flavors as well as aisles stocking only the cracker brand. Outside, a massive western-style statue stands holding a Cheez-It pump next to a large Cheez-It box.
The Stop was designed to offer a nostalgic experience, harkening back to roadside gift shops of yesteryear, according to a media release.
"We know many Cheez-It fans love to travel and they never hit the road without their beloved Cheez-It. We created this brand-first desert outpost to capture the excitement of summer road trips and encourage fans who 'Want It. Need It. Cheez-It.' to fuel up throughout their adventures," Erin Storm, brand senior director for Cheez-It, said in the release.
The Cheez-It Stop is open daily through June 11 from 10 a.m.-6 p.m. PST. It is located at 61943 Twentynine Palms Highway in Joshua Tree, a California getaway a National Park situated 128 miles from Los Angeles or 168 miles from San Diego.