Wienerschnitzel Predicts Hot ’97 Sales

Oscar Mayer Foods Corp. might have hosted the Super Bowl halftime show, but when it comes to restaurants, Newport Beach-based Wienerschnitzel claims to be the undisputed king of the hot dog hill.

The chain expects to sell more than 59 million hot dogs this year at its 287 locations, according to marketing director Tom Amberger. The chain, which started with a single location in Wilmington in 1961, also expects do a big business in chili.

Nearly 40% of the chain’s sales are driven by chili--including chili dogs, chili cheese dogs, chili cheese fries and hearty chili bowls. So the company is starting an advertising campaign to remind customers that Wienerschnitzel means more than hot dogs.

The campaign includes a customer scratch-off contest with the grand prize being--you guessed it--a trip for two to Chile. Second prize is a trip for two to the Chili Queen Festival in San Antonio.

Greg Johnson covers retail businesses and restaurants for The Times. He can be reached at (714) 966-5950 and at greg.johnson@latimes.com