BizBeat: Zesto on Broadway to move, rebrand

Nick Wills, a manager at Zesto Drive-In on Broadway St. in Jefferson City serves ice cream to customers on Friday, Aug. 8, 2014. The restaurant will close and move to a new location on High Street this fall. "I kind of have some mixed feelings about it," Wills said, noting he feels nostalgic for the Broadway location, where he started working in 2008.

Nick Wills, a manager at Zesto Drive-In on Broadway St. in Jefferson City serves ice cream to customers on Friday, Aug. 8, 2014. The restaurant will close and move to a new location on High Street this fall. "I kind of have some mixed feelings about it," Wills said, noting he feels nostalgic for the Broadway location, where he started working in 2008.

After 66 years, one of Jefferson City’s classic restaurants will be changing its name and moving locations. Zesto on Broadway will become Trappers Too and move to 306 E. High St. Owner Sam Trapp said this week that making the move was a “bittersweet decision.”

“Over the last couple years we have improved the facility, but other planned improvements have proven impractical, particularly in the current location,” Trapp said on his Zesto's Facebook page.

“As we are unable to relocate and keep the Zesto name, we will be closing that location effective November of this year.”

In May, Trapp announced his plans to open Trappers Too across from the Cole County Courthouse where Morgan’s Grill was previously housed. He hoped at that time to open the new restaurant by mid-June, however, renovations on that location continue and the restaurant has yet to open.

The High Street restaurant plans to build upon the current Zesto menu, offering quick lunch options, breakfast items, hot and cold sandwiches, hamburgers, fried items and more.

“Don’t worry, your favorites will still be present!”

Trappers Too will also offer “trapp-ical” drinks and cocktail beverages with its light dinner options in the evening.

“Zesto-Downtown appreciates your support the past 66 years and looks forward to your continued patronage in our new location under our new name.”

In 2012, the News Tribune reported that a lawsuit was filed by Ring & Ring LLC, owned by former Zesto South owner Bruce Ring Jr., claiming that the downtown Zesto violated trademark rules. According to those reports, Ring purchased the Zestos trademark, which he retained when he sold the business to Zestos South owner Chris Wrigley.

Zesto on Jefferson Street will remain open and continue to offer all the signature Zesto dishes.

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