An expanding fast food chain is cashing in on an untapped market
The fast food restaurant has 350 locations. It started 64 years ago as a tiny, family-owned business.
The Irvine, California-based brand has been expanding via a franchise system. The brand recently signed an international franchise deal in Panama - a sign of a possible massive expansion to come.
What's Wienerschnitzel's secret? Tapping into a relatively obscure market.
When founder John Galardi was presented with the opportunity to open his own restaurant, he wanted to serve a different food from everyone else.
"He didn't want to compete with his friend [Glen Bell, of Taco Bell fame] doing Mexican food, a bunch of people were already doing burgers like McDonald's," said his son, J.R. Galardi, chief visionary officer of Wienerschnitzel. "So he decided to go into hot dogs because he didn't see anyone else doing it."
Now, the company serves over 120 million hot dogs a year.
"Hot dogs were just his niche," J.R. said to Business Insider.
Galardi passed away in 2013, but his son, 26-year-old J.R., has taken over the family business.
The chain also serves chili burger or cheeseburger of a Polish sandwich (Polish sausage on rye bread with swiss cheese and a pickle), or fries.
Wienerschnitzel has a limited breakfast menu, often offers limited-time menu items like fish and chips.
Toppings on the hot dogs change from time to time, but it's clear the menu is very focused.
For dessert, the restaurant serves ice cream creations.
The brand has stuck to a basic core menu over the years, and calls their main product the "world's most wanted weiner."