Trading Markets:
Cheba Hut Toasted Subs, a “counterculture” restaurant that, frankly, doesn’t care if you inhaled, will open this fall in Iowa City. The Fort Collins, Colo.based chain announced last week a franchised restaurant will open near the University of Iowa.
Cheba Hut requires each restaurant franchisee to own a vintage Volkswagen Microbus, and its menu and marketing is spiced with references to marijuana — menu items are named after different strains for marijuana.
“We don’t think as a group that marijuana is a bad thing,” Chief Operating Officer Matt Trethewey said. “We don’t make light of the substance. We make light of the fact that it’s illegal.” Customer loyalty is high, he said, crediting the food, music, and lively decor that make the store interesting.
The marijuana theme doesn’t play well with some area substance abuse prevention professionals.