NEWS & EVENTS

This article appeared in the Norwalk and Stamford Advocate this past week.

Eatery brings 'haute' hot dogs to Norwalk

By Richard Lee
Assistant Business Editor

October 20, 2005

A new Massachusetts gourmet hot dog restaurant chain has chosen Norwalk as the site for its first Connecticut eatery.

The New England Hot Dog Co., a Beverly, Mass., business that bills itself as a purveyor of gourmet "haute" dogs, has awarded a franchise to Norwalk resident Michael Pucci, who plans to open his restaurant by next month at the former Nextel store at 314 Westport Ave.

Featuring hot dogs and sausages and more than 48 toppings, the restaurant also will offer an ice cream and yogurt bar.

"The hot dogs are made any way you like them -- steamed or roasted," said Pucci, who will supervise three or four employees. Rolls will be prepared as requested by patrons, who also can ask for wraps.

For Pucci, the franchise is a chance to return to the food business. His family has been a Boar's Head deli meat foods distributor for many years.

"In the 1990s, I worked in the provisions business, and for the past five or six years I was in construction, but I wanted to be my own boss," he said, expressing confidence in the new chain. "I believe it's something unique. It's an old concept with a new twist."

The interior, with its oak flooring and walls, will match the gourmet approach of the menu, said Pucci, who, through his brother, a Boar's Head distributor in the Boston area, met Eric Levy, chief operating officer of New England Hot Dog, Levy likes the Norwalk location and said the franchise is the right fit for the area's demographic.

"Westport Avenue is a high-traffic area with car dealerships and fast-food restaurants, but we're an alternative," Levy said. "We're the first gourmet hot dog store in that area, not the fourth hamburger restaurant."

The flagship restaurant, located in Marblehead, Mass., opened in June and does a brisk business, Levy said. Other franchises are opening in Taunton and Everett, Mass.

"We are very excited about building on our successful concept with our new franchisees. They bring a great deal of experience to help grow the concept," Levy said. "We are committed to supporting their growth through continued menu and product development, training, systems and marketing support."

The investment for a franchise owner runs from $135,000 to $250,000, he said. The typical floor space is 1,000 to 1,500 square feet.

Buying a franchise from a new restaurant chain with little name recognition can be risky, said Terry Hill, spokesman for the International Franchise Association in Washington, D.C.

Success hinges on marketing and the viability of the parent company's business model, he said.

"There's always a risk, but much depends on the franchise owner. They have to make sure customers have an exceptional experience so they want to come back," Hill said, adding that word-of-mouth advertising is crucial.

The quality of service and food must be consistent at all the chain's restaurants, he said.

This article originally appeared at: http://www.norwalkadvocate.com/business/scn-sa-nor.hotdog2oct20,0,815333.story

Visit the Advocate online at http://www.norwalkadvocate.com