Hot Dog Fancier

With salmon franks and saucy toppings, Franktitude seeks to groom the image of the ordinary hot dog.

By Kate Leahy, Associate Editor -- Restaurants & Institutions, 3/1/2007

Concept: Franktitude
Headquarters: Miami
First Unit Opened: September 2006
Number of Units: 2
Seats: 50
Average Check: $6.80
Average Daily Guest Count: 200 for lunch
Average Unit Volume (projection for 2007): $500,000
Footprint: 1,400 to 2,000 square feet
Staffing Needs: 4 to 5 at peak hours
Key Equipment: Roller grill and bun warmer

Pick Your Frank: Customers choose among beef, chicken, salmon or tofu franks for most meals (founder Ari Wurmann secured exclusive U.S. distribution rights to salmon franks from a Chilean company). Guests also have the option to customize their final products: 22 topping options (25 cents each) include off-beat items such as artichoke hearts and banana chips.

Tofu for the Road: Franktitude’s two tofu dog specials (Ironic Frank and Fresh Frank) each contain 2 grams of fat (others range up to 24.9 grams). “I wanted to change people’s perception of the hot dog. It’s not something unhealthy,” Wurmann says.

Frankly Priced: By themselves, franks are priced from $2.49 (for the plain Clean Frank) to $3.99 (the DIY with any four toppings). For $3 more, combos include one side and a medium soft drink.

Growth Forecast: Wurmann intends to open six or seven company-owned stores this year in Florida and franchise up to 20 stores on the East Coast.