We tried this over-the-top Iowa State Fair $100 lobster roll

🦞 Jason here: Yes, I forked over $100 for a lobster roll, and fellow fairgoers, it’s worth every shiny penny!

Why it matters: The High Roller Roll is one of 68 new fair foods this year, highlighting what makes the Iowa State Fair special.

  • It’s over-the-top fun food that tells a story and offers a chance to indulge in something you won’t find at your local Hy-Vee.

State of play: The sandwich at JR’s SouthPork Ranch includes fresh Maine lobster tossed in clarified butter, topped with three dollops of crème fraîche and a bit of caviar, and finished with 24-karat edible gold.

  • That’s all nestled in a split-top bun seared in decadent gold-dusted duck fat.

Zoom in: The combo version, which includes two rolls and a bottle of Dom Pérignon, costs $600.

  • It’s the priciest food menu item in Iowa State Fair history.

The intrigue: The High Roller Roll was inspired by a caviar sandwich found in New York, JR’s CEO Brooks Reynolds tells Axios.

Stunning stat: Lobster roll sales rose from 3,100 in 2021 — the first year their restaurant operated during the fair — to 11,700 last year.

Reality check: The combo might be a tougher sell.

  • As of 12:30pm Thursday, the opening day of the fair, none had been sold.

Yes, but: I was the seventh to buy the Roller…

Story continues

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