Vital Farms launches pop-up diner

A Route 66-inspired diner on wheels is expected to make multiple stops in the Queen City during the National Route 66 Centennial Kickoff Celebration, set for April 30-May 3.

Vital Farms Inc. (Nasdaq: VITL), which is the presenting sponsor of the celebration in Springfield, announced details and locations of its interactive, pop-up attraction, dubbed Good Eggs Diner, in a news release.

The Austin, Texas-based company, which operates Egg Central Station, its egg washing and packing plant in Springfield, plans for the diner to first appear in town April 30. The diner is scheduled to post up in the city’s new Birthplace of Route 66 Plaza at the southwest corner of Jefferson Avenue and Park Central East from 5:30-10 a.m. that day. That includes the third hour of NBC’s “Today” show, set to broadcast live at the plaza beginning at 8 a.m.

Vital Farms officials say in the release that the Route 66-inspired diner is intended to celebrate its farming roots and channel the spirit of the Mother Road through quality food, community connection and honest work. Mike O’Brien, director of plant operations at Egg Central Station, declined to disclose the company’s investment in the diner.

“The Vital Farms egg brand is built alongside farmers and rural communities, and Springfield sits at the heart of that story,” said Russell Diez-Canseco, president and CEO of Vital Farms, in the release. “The Good Eggs Diner is our way of showing up for our community during this momentous centennial occasion.”

During the interactive pop-up, which Vital Farms launched today in Chicago at Pioneer Court, near the eastern end of Route 66’s continental pathway, guests can receive a complimentary egg sandwich by writing a postcard of gratitude to one of the 600 Vital Farms farmers. The Good Eggs Diner menu features three options made with Vital Farms eggs, along with American cheese, condiments and a choice of bacon or sausage.

In addition to its appearance at the Birthplace of Route 66 Plaza, the diner’s other scheduled stops in Springfield are:

• National Route 66 Centennial Kickoff Concert, 3-7 p.m., April 30, Great Southern Bank Arena, 685 S. John Q. Hammons Parkway

• Red, White & Bridge Bash, 5-9 p.m., May 1, Jefferson Avenue Footbridge on historic Commercial Street

• Artsfest, 10 a.m.-5 p.m., May 2, historic Walnut Street

• MaMa Jean’s Natural Foods Market LLC, 9 a.m.-3 p.m., May 3, 228 W. Sunshine St.