Wienerschnitzel’s Pupsters: Big Trends Come in Small Packages

The old “how many clowns can crowd into the car?” gambit just got a fresh, foodservice-themed spin: How many red-hot trends can Newport Beach, Calif.-based Wienerschnitzel package into one new menu item?

By Staff -- Restaurants & Institutions, 10/5/2007

R&I takes a closer look at the quick-service chain’s recently introduced Chipotle Ranch Pupsters—mini sandwiches of sliced hot dogs with pickle chips, onion straws, ranch dressing and chipotle-pepper sauce layered between dinner-sized sweet rolls—to find out.

Let’s count the on-trend elements:

#1: Snack Attack: The petite sandwiches, sold in pairs for a recommended price of $1.89, are positioned as a snack, the biggest daypart opportunity to hit restaurants since late-night menus.

#2: Make it a Mini: So many operators are playing up their own versions of Columbus, Ohio-based White Castle’s pint-sized Slyder burgers that mini sandwiches are threatening to overtake tuna tartare’s status as menus’ most-ubiquitous dish.

#3: Feel the Heat: Chipotles’ consumer cachet shows little sign of cooling. The smoky, dried jalapeños that most Americans hadn’t heard of five years ago still serve as a strong selling point, especially in quick-service and casual-dining venues.

#4: Every Dog Has Its Day: Face it: Hot dogs are, yes, hot. America’s favorite sausage is making its case on menus across dining segments, from the “petite hot dog trio” at 707 Restaurant & Bar in Philadelphia to former top Chicago restaurateur Henry Adaniya’s new hot dog stand Hank’s Haute Dogs in Oahu, Hawaii.

According to Wienerschnitzel Vice President of Marketing Tom Amberger, the company has high hopes the Pupsters will perform well enough to earn a permanent menu spot.

“Mini seems to be the trend these days, and we also thought the Pupsters could reach consumers during the snack daypart and give them something to tide them over,” he says. “The coolness of the ranch dressing complements the spiciness of the chipotle sauce, and chipotle is a flavor offering that seems to be very popular. The roll is sweet, and that combines well with the saltiness of the pickle and the cool and spicy sauces. It’s a really tasty product.”