The Toyota Land Cruiser has cemented its legendary status amongst automotive enthusiasts and is widely recognized as an icon of the UAE. Now, Al-Futtaim Toyota has collaborated with another UAE institution, the Al Ijaza Cafeteria, one of the UAE’s oldest and most popular cafes, to give UAE drivers a completely new experience. The Station Cafeteria: Land Cruiser x Al Ijaza experience pays homage to the UAE’s drive-thru chai-and-chill ritual – an iconic fixture of the country’s automotive culture.
Long before the appearance of fast-food chains and drive-through restaurants which UAE residents have become accustomed to, people would visit smaller cafeterias with kitchens serving quick bites, juices and karak chai. Drivers would order from their cars and enjoy the fairly priced, great quality food. Many years later, despite the availability of more options, many locals and expats alike still partake in this tradition, with Al Ijaza Cafeteria remaining to be one of the most popular food establishments for this type of experience for over 20 years.
The Station Cafeteria: Land Cruiser x Al Ijaza will take place every Friday and Saturday from Friday 26th November until Saturday 11th December where fans will be treated to an exclusive drop of a capsule collection of bespoke merchandise designed to celebrate the collaboration along with a ‘limited edition eight-item menu, prepared for the pop-up’s culinary experience. All this while being immersed in this long-standing cultural phenomena.
Andy Barratt, Managing Director Al-Futtaim Lexus and Al-Futtaim Toyota said: “Hot off the heels of the reveal of our full size Lego Land Cruiser, we’re back with another way of engaging with our customers outside of our exciting line-up of products. The Land Cruiser is truly engrained in the history of the UAE so it made sense for us to collaborate with another icon that is considered part of the make-up of the country. The Station Cafeteria: Land Cruiser x Al Ijaza is a celebration of grassroots subculture around a time-honoured driving tradition of the UAE. We look forward to welcoming guests for this truly unique experience.”
Since its launch in 1951, the Land Cruiser has continued to be selected by automotive fans as the vehicle symbolizing Toyota’s quality, durability, and reliability. Seventy years later, in June this year Al-Futtaim Toyota introduced the long-anticipated evolution, with ground-breaking enhancements to the platform and powertrain befitting the king of SUVs.
Source: IMPACT PORTER NOVELLI