Planning a road trip? On your way out of town, consider a stop at Wally’s (950 Assembly Parkway), a new 36,000-square-foot travel shop that’s slated to open off Interstate 44 in Fenton next month. The grand opening is scheduled for March 11.
As the self-proclaimed “Home of the Great American Road Trip,” Wally’s will offer 72 fueling stations, six electric charging stations, nearly 10,000 square feet of retail, and many house-made to-go food options.
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The Wally’s concept is a nod to “’80s family road trips and the American service stations of yesteryear,” according to Wally’s chief experience officer Andy Strom. Alongside the road trip reverence, Strom says customers can expect to find “meticulously clean restrooms, extremely fresh, tasty food, and the unexpected necessities, which are items you didn’t know you need until you see them.”
Wally’s Fenton travel shop will mark the company’s second location. The first opened in Pontiac, Illinois, in September 2020.
Asked about the food and beverage selection, Wally’s CEO Michael Rubenstein says, “I like to think of it as the Food Court 2.0. It’s a lot of different offerings.” The food program will center around three “interactive” food stations, with each station visible from 360 degrees, so guests can see their food being prepared. “All of our food is fresh, made in house,” says Strom.
“Being in St. Louis, closer to a major metro area, is allowing us to collaborate as well.” Wally’s already has some local collaborations planned, such as offering Pastaria’s risotto balls.
A hand-carved barbecue sandwich station will take center stage at Wally’s. It will serve up freshly carved brisket, chicken, pulled pork, and turkey. In the surrounding areas, customers will find a popcorn station with at least six varieties; a café serving gourmet coffee, nitro cold brew on tap, and baked goods; and an ice cream counter featuring ice cream from local purveyors and freshly made waffle cones. The travel shop will also offer its signature slushies, called Slooshes, and more than 60 flavors of soda.
Unique to the Fenton location will be a new pizza program, a traditional style of thin crust sold by the slice. While the Wally’s team does plan to feature specialty pizzas, including St. Louis–style pie, Wally’s regular pizza offering won’t technically be the local variety.
In The Canteen toward the back of the store, Wally’s will offer another selection of made-to-order sandwiches and–wait for it–a beef jerky bar, where you can order beef jerky by the pound and mix flavors.
The travel shop’s large retail space will be devoted to apparel and accessories, as well as pet and camping needs. One wall will display a Wally’s branded line of T-shirts, hats, cups, and koozies. In another area, customers will find an actual Winnebago camper, decked out with merchandise on its sides. “We really think we can change what the travel experience is,” says Rubenstein.
The Wally’s team has plans to open more locations across the Midwest down the road.
