The Dirt Cheap chain of liquor and tobacco stores is expanding into Jefferson County.
The chain, which made its name in the St. Louis area with low-budget television commercials featuring its founder, the late Fred Tuetenberg, imploring viewers to “be careful out there,” is coming to Hillsboro later this year.
The new store will be housed in the former Hardee’s space at the corner of Business 21 and Main Street, where renovations are underway.
“We don’t have a specific date to open,” a company spokeswoman said. “We’re looking at mid-summer, but we don’t want to make any promises, depending on how construction goes. We’ve definitely got some work to do.”
The spokeswoman said the former fast-food location offers a “fairly standard footprint” to house a Dirt Cheap store that looks like most of its other locations.
“And we will have a drive-thru there,” she said.
She said Dirt Cheap stores typically employ 10 to 15 people, and interested people may apply through the company’s website, dirtcheapfunfun.com.
The spokeswoman said the opening of a store in the Jefferson County seat is part of the company’s plan to expand outward from the St. Louis area.
“Our goal is to expand in different rural counties throughout the state,” she said.
The company’s website lists 15 stores, with the closest in Fenton and Oakville. Others are in Desloge, Gray Summit and Cape Girardeau, with another one to open soon in Fredericktown.
“We are excited about (Hillsboro),” the spokeswoman said. “We feel this will be an excellent location.”
Hillsboro Mayor Buddy Russell said he’s glad the old Hardee’s site will resume generating sales tax for the city.
“There’s been a lot of interest in the site, but in the end, Dirt Cheap wanted to invest in our city,” Russell said. “This is much better than having an empty lot.”