LI-Based Nathan's Famous Wants To Elevate Brand Beyond Hot Dogs

JERICHO, NY — Nathan's Famous is, well, famous for one thing: hot dogs. After all, it's not just any hot dog-eating contest that made Joey Chestnut and Takeru Kobayashi household names — it was the internationally known Nathan's Hot Dog Eating Contest.

But the company now hopes to "elevate" its brand, at least when it comes to its brick-and-mortar restaurants. James Walker, a veteran in the industry who heads Nathan's restaurants, recently told Winsight he wants the Jericho-based company to be known for more than just hot dogs. That's why the chain has quietly upgraded its burgers and sandwiches over the past several months.

"This is a higher-quality concept," Walker told the business-to-business information services company. "We wanted to elevate the entire menu to the level of the hot dog. They truly are best in class."

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