Foodsphere watchers are always asking – or even predicting – what the ‘next big thing’ will be… Breaking News! I’ve seen early but clear indications that Hot Dogs will be the next new front to open up in the ongoing Fast Food War for future supremacy…
COSTCO’s legendary $1.50 Hot Dog: In no danger from
the new partnership with Crave Hot Dogs & BBQ…
I hadn’t heard of the Crave Hot Dogs Fast Food brand until the story broke in an obscure online news stream couple of days ago. But it’s apparently a new and going concern.
Who they are
The brand calls itself a ‘Hot Dog & BBQ’ joint. But it leads its website main page with a boast about it’s Dogs: “Our all-beef hot dogs are inspired by none other, than our loyal customers! You can try it all, from our loaded baked potato dog to our chili cheese or Memphis dog. Order a single or a double, we don’t judge!”
The ‘About’ statement continues, ” Our BBQ menu has some classic favorites such as BBQ taco trio, showcasing pulled chicken, pulled pork, and smoked brisket, or try our mac n’ brisket sandwich! […] Of course we also have wings, ribs, salads and grilled chicken, too!”
Crave has several service models, each of which serves a specific market, including conventional full-menu ‘stores’, Food Trucks and ‘Express’ units. Costco will host Express versions, which offer smaller, streamlined menus than the other formats.
What about COSTCO’s iconic Dog deal?
Given that Crave’s best Dog deal costs $5,45, it appears the new brand isn’t trying to compete with COSTCO’s existing legendary $1.50 Hot Dog. In fact, the retailer recently assured fans the unbeatable grab-and-go dog won’t be leaving or increasing in price any time soon.
So what is COSTCO’s aim in bringing in Crave? I think it’s taken a look around, noticed major Fast Food chains experimenting with smaller, less-expensive service models such as McDonald’s CosMc’s and Taco Bell’s Live Más Café. And realized the big players are putting themselves in a position from which they might be tempted to take a run at COSTCO’a food courts… Unless, of course, COSTCO heads them off, adding complementary partnerships such as Crave to painlessly expand their menus.
My take
Crave may be a Dog-identified concept, but their broader menu just proves something I wondered about the instant I first heard about them. I said to myself, “The burger joints have all learned they can’t ‘live by burgers alone’. In fact, their exploding menus have been getting some of the more-establishsed Fast Food brands into trouble vis à vis costly inventories and unhappy staff who have to learn how to make everything…
In the context of possible competition from Fast Food brands’ new, compact format ‘versions’, one wonders whether COSTCO will go even further in future to lure diners to it’s food courts. Which could once again put into play the restriction the retailer placed on its foodservice facilities last year, limiting them to card-carrying COSTCO members…
~ Maggie J.