Some of the best new hamburgers of the year aren’t being served at a leading burger restaurant but at a growing national chain known for something else entirely—hot dogs.
That’s the proposition behind Wienerschnitzel’s launch this week of three new gourmet burgers and one improved returning classic as part of the Irvine, California-based World’s Largest Hot Dog Chain’s plan to capture a larger slice of the hamburger market.
The three new burgers—the Wienerschnitzel Classic Burger with Thousand Island, BBQ Bacon Cheeseburger and Blazin’ Bacon Guacamole Burger—join the bigger-and-better favorite Chili Cheeseburger at participating Wienerschnitzel restaurants nationwide for prices starting at $2.69. Each is made with a patty that is 50 percent larger than Wienerschnitzel’s previous patty, and features a new garlic butter spread on lightly toasted buns.
“For more than a year, we’ve been working to bring our burgers up to the Wienerschnitzel standard—to be as craveable as our chili dogs, corn dogs, and chili cheese fries,” says J.R. Galardi, executive vice president at Wienerschnitzel. “Our customers like, bold, flavorful food, and customizable toppings—and the results won’t disappoint the growing number of hot dog fans who also love hamburgers. It’s finally possible to satisfy both passions at Wienerschnitzel.”
Doug Koegeboehn, Wienerschnitzel chief marketing officer (CMO), quotes a line directly from the TV spot: “If you like hot dogs, and hamburgers too, our new burgers are for you. And you have our guarantee that both are made ‘the Wienerschnitzel way.’”
To announce the new gourmet burgers, Wienerschnitzel today breaks a splashy new TV spot that attempts to sing and dance its way into the hearts of burger-loving Americans. The 30-second commercial created by Amusement Park of Santa Ana, California, airs in 20 markets throughout the West and is being supported by in-store, social media and other activities.