Dog on 'The Walk': New England Hot Dog Company Opens in Atlantic City

Posted on September 08, 2009 by Suzanne Musial

BEVERLY, MA – The gourmet "haute" dogs are sizzling and the customers are lining up on Baltic Avenue in Atlantic City, NJ, for a taste of New England Hot Dog. Opened the first week of July, the newest location in the growing franchise is off to a great start, offering delicious food at an affordable price—a welcome sight in the struggling economy.

"We give you a place where you can feed your family for $25 or $30," says Richard Saxe, president of New England Hot Dog. "We're definitely seeing some really good traffic so far and we've implemented a lot of new ideas."

Along with franchisee Sam Reale, Saxe is unveiling some creative marketing and some great deals to get sales cooking. The new store is aggressively marketing the brand with discount coupons to attract out-of-towners attending conventions, advertisements on local talk radio, and a new billboard on Route 30 that will highlight the campaign. Promotions such as "Dollar Dog" nights and $5 footlong meals are attracting the attention of locals and visitors.

"It's all about building the brand down here," says Saxe.

The brand has grown in leaps and bounds since its creation four years ago. The scrumptious "haute" dogs—made using Boar's Head products and New England-style rolls—and distinctive, creative toppings are available in two other locations in the state: Freehold and Sewell. The company also serves hungry customers in Taunton, MA, and is in the final stages of lease negotiations with four other franchisees. New restaurants are expected soon in southern New Jersey, New Hampshire, and Florida.

Hopes are high for the future in Atlantic City, too. Along with the store, Saxe is waiting for a complimentary trailer to open close by. He expects it to happen any day and anticipates greater exposure for the main store right away. And he hopes the momentum will carry through long after the dog days of summer come to a close.

"I think because of where we're located, The Walk, the high-end retail section, it'll be a very good time for us during the fall and the holidays," says Saxe.

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