June 3 - 6, 2024
On Feb. 27, the Austin, Tex.-based retailer says it hopes to carve nearly 300 85-pound wheels, which have been aging for 24 months, in 176 stores. The traditional cheese-cracking, which involves five different knives, will follow a full month of promotions centered on the "King of cheeses," including an online recipe contest for a chance to win a $500 shopping spree, authentic cheese knife sets and gift baskets.--Sarah Mahoney