Carl’s Jr. Beefs Up Regular Menu With Hot Dogs

In a move that smells of nostalgia and shrewd marketing--not to mention mustard and relish--Carl Karcher Enterprises Inc. in Anaheim plans to start selling hot dogs at all its 572 Carl’s Jr. restaurants.

Karcher started his career in fast food by hawking hot dogs from a cart on the streets of Los Angeles in 1941. Years later, Karcher turned his attention to hamburgers, fries and milk shakes, but he has always clung to the story of his rise from humble roots.

The company has sold hot dogs from stands at Carl’s Jr. restaurants in about 40 shopping malls for two decades. But the addition of wieners to its regular menu--timed to coincide with Karcher’s 74th birthday Wednesday and the chain’s 50th anniversary celebration--harks back to the company’s early days.

“There is a certain nostalgia to the hot dogs in our company,” said Patty Parks, a Karcher spokeswoman. “It is a product that is near and dear to Carl’s heart.”

Not to mention his stomach. Carl’s Jr. publicists boast that Karcher eats them regularly, topped with lots of hot peppers.

Carl’s Jr.’s hot dog will be rather pricey: $1.89 for the basic All-Star Hot Dog and $2.49 for the All-Star Chili Dog with cheese.

“It’s more the gourmet dog,” Parks said of the chili version. “We’re really displaying the quality we’re known for rather than offering a discount.”

She said Carl’s plans a little hot-dogging of its own to support its new menu item. The company will feature its hot dogs in television ads starting Jan. 29.