Wienerschnitzel puts bigger dog in the fightWienerschnitzel puts bigger dog in the fight

Alan J. Liddle

NEWPORT BEACH Calif. “You don’t bring a microwaved wienie to a chili dog fight.”

That’s the latest marketing taunt from Wienerschnitzel – the self-proclaimed “world’s largest” pup-in-bun chain – as it campaigns to build store traffic and put competitors who don’t grill their sausages in their place.

The 353-unit, Newport Beach-based, all-franchised chain owned by Galardi Group is now promoting a “Big Original Chili Dog” with a sausage that is 84-percent larger than that used in the brand’s signature product of nearly 50 years.

Initially priced at two for $3, the Big Original may stay on the menu for up to six months as part of Wienerschnitzel’s acknowledged long-term strategy of using new products and aggressive marketing to stand out from “hot dog wannabes,” as it refers to competitors.

While some recession-minded consumers these days may be trading down to sausages with relatively lower price points, compared to other sandwiches, Wienerschnitzel nevertheless finds itself in a dogfight of sorts.

Primarily located in the western states, Wienerschnitzel is facing new competition from the likes of westward-moving Sonic Drive-in, with its Ex-Long Chili Cheese Coney product, among other chains and independents. Also a nuisance are resurgent long-time rivals, such as Orange Julius, which offers nine different bun-wrapped culinary canines for its customers at many locations, and A&W, with four hot dog varieties tugging at its menu leash.

Adding to such inner-industry challenges is the practice of the massive convenience-store business that has long fallen back on “tube steaks” as loss leaders to bring in customers when times are tough. 7-Eleven of Dallas, with thousands of C-stores in the West, is currently promoting a quarter-pound “Big Bite” hot dog, bag of chips and large soft drink for $2.99.

Earlier this year, Wienerschnitzel added a third-pound spicy Polish sausage sandwich with deli mustard, grilled onions and peppers. It vowed to keep up such new-product momentum with the release later in 2009 of its first ever Angus-beef hot dog.

“We’re stepping it up a few notches,” Wienerschnitzel vice president of marketing Tom Amberger said of his chain’s commitment to lead the segment.

“We’re also not afraid to call out those distinct advantages that only the world’s largest hot dog chain can offer, such as menu variety, value, a hot dog legacy and commitment to grilled dogs and fresh-made-daily chili,” Amberger added. He called those traits or practices the “essence of Wienerschnitzel – and especially our new ‘Der-licious’ campaign” playing off the chain’s original, Germanic-inspired name: “Der Wienerschnitzel.”

Wienerschnitzel said it is supporting the Big Original rollout with a “no-holds barred” TV presence, 30- and 60-second radio spots, print ads, new packaging, in-store collateral and a digital media program featuring a Facebook.com fan site. The tagline for the campaign orchestrated by DGWB Advertising is the “microwaved wienie” derivation of that timeless, sage reminder that to stay healthy, “You don’t bring a knife to a gunfight.”

Contact Alan J. Liddle at [email protected].