What an interesting idea for the always-hungry Jughead — touring eating festivals. Plus, it’s a great tie-in for the company. If they can set up at the function, or make the attendees aware of the coverage, then they can sell tons of unique mementos.

In Jughead #190, he and the gang attend the National Buffalo Wing Festival. From the press release:

Along the way, they encounter many famous people and buffalo wing landmarks including festival organizer Drew Cerza, Mayor Brown, super-chef Bobby Flay, the Anchor – birthplace of buffalo wings, and Dunn Tire Park, the home of the Buffalo Bisons and host of the Wing Festival.

Ooh, two-dimensional Bobby Flay — just like his “always add chilis” cooking style.

The story sounds typical — Jughead enters the sauce contest but a competitor plays dirty tricks. It’s promised to be issue-length, though, which Archie comics are doing more often (instead of the previous 3-4 short stories an issue). It’s an interesting change that does allow for more plot twists and depth than the usual light gags.

The comic is due out July 30 in comic shops but earlier, July 12, on newsstands. Written by Craig Boldman (who handles the character very well) and drawn by Rex Lindsey.