Why Cheez-It is exploring more foodservice opportunities

Amid a partnership with Taco Bell in which the Cheez-It Crunchwrap Supreme and Tostada are making their way onto national menus, the snack brand also recently launched an actual Cheez-It Diner in Woodstock, New York, which was available for a week in late May. [...]as you might expect, the diner fea...

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Bibliographic Details
Published inNation's Restaurant News Vol. 58; no. 7; p. 19
Main Author Kelso, Alicia
Format Trade Publication Article
LanguageEnglish
Published New York Lebhar-Friedman, Inc 01.07.2024
Subjects
Availability
Collaboration
Dairy products
Food service
Ice cream
Partnerships
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Summary:Amid a partnership with Taco Bell in which the Cheez-It Crunchwrap Supreme and Tostada are making their way onto national menus, the snack brand also recently launched an actual Cheez-It Diner in Woodstock, New York, which was available for a week in late May. [...]as you might expect, the diner featured a menu riddled with Cheez-Its, including a Deluxe Cheez-It milkshake, featuring vanilla ice cream blended with crackers; an extra Cheezburger, topped with an extra-large cracker, similar to Taco Bell's creations; the Big Grilled Cheez, cracker-coated Texas toast filled with pimento and surrounded by a cracker crust; Cheezy Chicky Tendies, chicken tenders breaded in Cheez-It crackers; and Mac & Cheez-It, pasta baked in white cheddar Cheez-It cracker sauce with cracker crumble on top. According to Cara Tragseiler, senior brand director, the company is simply following its fans' lead. [...]though the popups are fun, awareness-driving campaigns, it's that Taco Bell collaboration that really elevates the positioning of the Cheez-It brand's menu potential, given the chain's consumer appeal and the items' longer availability. “By combining two powerhouse brands, this partnership taps into an overlapping customer demographic and generates genuine interest and buzz for both Kellanova and Taco Bell.”
ISSN:0028-0518