Salty, crunchy, and (dare we say) addictive, Fritos have not only become a stalwart of the grocery snack aisle, but the star of recipes including “Frito pie”, a recipe which evolved from the simple combination of Fritos, chili and cheese into a cultural phenomenon.
You can sample that famous Frito pie inside the Fritos Legacy Diner, located near the South Gate at Summerfest. The experience not only includes snacks but the opportunity for Instagrammable moments, cooking inspiration and even the chance to personalize your own Fritos koozie.
The free interactive exhibit is part of Fritos sponsorship for Summerfest’s 55th anniversary and a celebration of its position as the official and exclusive chip of Summerfest.
Step inside the Legacy Diner and you’ll find advertisements that offer a glimpse into the history of the 90+ year old snack food, which was introduced to the world by Charles Doolin in 1932.
Visit the jukebox in the corner of the “diner” and you can flip through hundreds of Fritos recipes that were printed on bags, distributed in pamphlets and integrated into advertising in an effort to get homemakers to see the corn chips as an ingredient in their everyday cooking, rather than just the occasional snack.
Take a moment to pose for an Instagram shot inside a classic phone booth, complete with a rotary dial corded telephone. Then step up to the diner counter and pick up a sample of Fritos pie to enjoy at one of the diner’s retro booths.
From there you can enter the “Present” section of the diner, where you can pose for an instant photo shoot with your Summerfest companions. Be sure to pin your photo in the vicinity of your hometown on a large wall map depicting both the State of Wisconsin and the greater U.S.
Along the way, pick up a sample snack of Fritos dippers and white bean hummus garnished with pomegranate arils.
Before you move on, design your own “printed on demand” koozie to use for enjoying any number of cold canned beverages during the Fest.
Finally, venture into the “Future” where a conveyor belt offers up samples of a more avante-gard dish: sticky vanilla rice pudding topped with crushed Fritos and mango boba pearls.
Be sure to take a peek at the cool Fritos-themed 3D chocolate printing demonstration from New Jersey-based 3D Confectionary.
The Fritos Legacy Diner is open from noon to 6 p.m. throughout Summerfest.
Thanks to Fritos, you can also get free admission to Summerfest on Friday, July 7 between noon and 6 p.m. The first 1,000 attendees to enter through the Mid Gate will also receive a free Summerfest and Fritos branded bag.
As a passionate champion of the local dining scene, Lori has reimagined the restaurant critic's role into that of a trusted dining concierge, guiding food lovers to delightful culinary discoveries and memorable experiences.
Lori is an avid cook whose accrual of condiments and spices is rivaled only by her cookbook collection. Her passion for the culinary industry was birthed while balancing A&W root beer mugs as a teenage carhop, fed by insatiable curiosity and fueled by the people whose stories entwine with every dish. Lori is the author of two books: the "Wisconsin Field to Fork" cookbook and "Milwaukee Food". Her work has garnered journalism awards from entities including the Milwaukee Press Club. In 2024, Lori was honored with a "Top 20 Women in Hospitality to Watch" award by the Wisconsin Restaurant Association.
When she’s not eating, photographing food, writing or planning for TV and radio spots, you’ll find Lori seeking out adventures with her husband Paul, traveling, cooking, reading, learning, snuggling with her cats and looking for ways to make a difference.
