© Photo by The Flash List
Source: State Fair of Texas | 9/13/16 | Dallas
Thanks to the innovation of State Fair of Texas award-winning concessionaire Isaac Rousso, diners will soon be able to experience a taste of the fun and food of the State Fair all year long. Later this month, Rousso will open?State Fair Treats, an innovative restaurant concept, in the Walmart located at Coit Road and Highway 190 (425 Coit Rd., Plano, TX 75075). Rousso has multiple DFW locations scheduled to open in Walmart during the coming year, with plans to open locations nationwide.
Opening a restaurant that is an homage to the State Fair experience is a natural extension for Rousso, who describes the State Fair of Texas as “the heartbeat of everything I do.” The retro-themed dining experience will feature a 45 item menu celebrating the treats families enjoy every year when they make an annual pilgrimage to the fair.
Rousso rose to prominence as a regular finalist and winner at the Big Tex Choice Award at the State Fair of Texas. The awards celebrate creative and tasty deep fried treats. This year, Rousso’s Cookie Fries were named Most Creative. Past wins include his Smoky Bacon Margarita, Deep Fried Cuban Roll, and Fried Pop Tart.
It was both this creativity and the business acumen Rousso has shown in nearly a decade of selling a variety of foods that brought Rousso to the attention of executives at Walmart, who approached the entrepreneur during the 2015 State Fair of Texas. “Walmart was looking for a creative new food concept to energize high profile locations,” explains Rousso. “During the State Fair of Texas, we have the opportunity to serve more than 2 million people during the fair’s 24-day run. At our first Walmart location alone, we’ll have the chance to see 1.5-2 million people per year.”
Rousso is the type of success story the State Fair of Texas loves. Born in Dallas of Cuban immigrants, Rousso and his family have gone from operating a single booth, Taste of Cuba, at the State Fair of Texas to adding the Magnolia Beer Garden, Magnolia Pavilion, Magnolia Smokehouse, and most recently the Craft Beer Terrace, and a presence that is felt across every part of the fair.
“Isaac and his family have been such a presence at the State Fair of Texas,” “His is a classic example of hard work, loyalty and creativity that is emblematic of what makes Texas great.”
“Isaac and his family embody what the State Fair is all about notes Carey Risinger, Senior Vice President of Food, Beverage and Retail for the State Fair of Texas. “Families working hard to help other families have a good time during their visit. They are the best, full of passion for what they do. Something we as the Fair search for every day!”
The first?State Fair Treats?location is scheduled to open September 20, 2016 in Plano.