Philadelphia, May 20, 2026 – Anyone who has ever attempted the grueling drive to the South Jersey shore on Memorial Day weekend knows the horror of holiday gridlock.
But this year, regional staple Chickie’s & Pete’s is attempting to sweeten the bumper-to-bumper experience.
For its annual “Free Toll Friday,” the brand is teaming up with the South Jersey Transportation Authority to cover tolls for drivers on the Atlantic City Expressway.
On Friday, May 22, 2026, from 4:00 PM to 5:00 PM, all eastbound drivers passing through the Egg Harbor Toll Plaza will ride completely free.
Yes, you read that right—a restaurant chain is paying your highway tax just to put you in a good holiday mood. It’s a highly localized tradition, but one that highlights a brilliant, customer-first marketing strategy that major national brands could learn a thing or two from.
The generosity starts way before the toll window opens. From 10:00 AM to 3:00 PM, Chickie’s & Pete’s is hosting a “100 Days of Summer” party at the Frank S. Farley Service Plaza (located at Milepost 21.3 on the Atlantic City Expressway).
The free public event features:
- Complimentary Crabfries® from the Chickie’s & Pete’s Food Truck.
- A petting zoo hosted by the Funny Farm Rescue Sanctuary.
- An equipment showcase by the New Jersey State Police and Atlantic City International Airport Fire & Rescue.
- The HERO Campaign featuring two HERO Patrol Cars
- Classic Car Cruise Lot for automobile enthusiasts
- Interactive booths featuring Carmine’s, Lucy the Elephant, and local artists.
- Atlantic Cape Community College, Carmine’s, Comcast, Lucy the Elephant, Home Depot, Johnson’s Popcorn, On the Town Food Tours, and dozens of local merchants
This massive activation isn’t just about giving away free food; it also serves as the launchpad for “the announcement” of Chickie’s & Pete’s annual Summer of Shellfish menu. This specialized seasonal menu will roll out across participating locations all summer long.
Originally founded as a family-owned taproom in Philadelphia, Chickie’s & Pete’s has evolved into an iconic sports bar chain, famous primarily for its crinkle-cut Crabfries® seasoned with secret crab spices and served with warm cheese sauce.
Beyond the marketing buzz, there’s a proud philanthropic angle to this weekend’s festivities. The brand is partnering with The Patriot Fund, an organization dedicated to helping military veterans reintegrate into civilian life by providing emotional, social, and financial support. Throughout the holiday weekend, a portion of the proceeds from every “Patriot Punch” cocktail sold will be donated directly to the fund.
It’s easy to dismiss free highway tolls as a simple publicity stunt. But in a landscape where consumers are increasingly fatigued by rising costs and sterile corporate interactions, a brand paying for your commute while feeding you hot fries is a refreshing twist. Safe travels, and watch the speed limits!
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