A new franchise has landed in Ecuador, which becomes the first country where Wienerschnitzel, one of the world’s largest hot dog brands, begins its internationalization. On December 15, the first of the 15 stores they plan to open across the country opened their doors. This location is located in Guayaquil, in Plaza Bolivariana in front of the University of Guayaquil, at the corner of Delta and Bombona Streets and is open from 10:00 AM to 10:00 PM every day.

After recalling the origins of the brand, founded in the United States in 1961 under the name Der Wienerschnitzel, Rafael Barrezueta, the brand’s operations manager in Ecuador, emphasized the support they have from the franchise “because they actually benefit from what their brand is to the world.”

One of the world’s biggest hot dog brands is coming to Ecuador and will create 300 jobs

“In the US, it is quite positioned, in the entire western zone, exactly an average of 400 operating locations, which corresponds to California, Los Angeles, Las Vegas, Chicago, New Mexico, Arizona, Dallas…” said Barrezueta. . In Ecuador, the plan is to open 14 more stores in Guayaquil, Quito and Cuenca in the next 4 years. The nearest openings will be three locations in the Main Port by 2024, the first of which will open before the end of the first quarter, Barrezueta revealed.

“We are visualizing the brand, so it has to be the same city for logistical reasons, for everything that also affects distribution,” explained Wienerschnitzel Ecuador Operations Manager. Regarding the investment for the opening of the planned stores, he assures that many figures have been stated on the market, but he believes, without disclosing the figure, that it is a rather large investment, “but it is about bringing a new brand and creating a source of jobs. “. With this new location, the company created 19 jobs.

The first Wienerschnitzel location in Ecuador creates 19 jobs. Photo: Peter Tavra Franco

On the menu, Wienerschnitzel offers combos ranging from $8 to $9.50 and individual meals ranging from $2.30 to $8.20. For example, the Chili Dog and California Dog hot dogs are the cheapest at $3.36, followed by the Junkyard Dog ($4.90), the Veggie Dog ($8.20) and also a burger option, the Cheese Burger for $5.47 USD.

The dollar attracts foreign brands

Why Ecuador? The executive authority pointed out that the first reason for choosing Ecuador as the first country to internationalize is that it is a dollarized country. Barrezueta analyzed that unlike other countries in the region that manage their own currencies, Ecuador with the dollar is an attractive market.

However, the franchise will soon begin operations in Chile, where the brand will arrive from the same Chilean businessmen who brought it to Ecuador.

Krispy Kreme opens its first location in Ecuador with an initial investment of $1 million and plans to open 4 more before the end of 2023.

As for the products, Barrezueta pointed out that 75 percent is imported from the USA. “The idea is that those who come from the United States can come and eat here and say, wow, it’s the same thing,” he explained. Meanwhile, the remaining 25% corresponds to complementary products such as vegetables, tomato sauces, mustard, mayonnaise and bread.

Adults take charge

Meanwhile, on the demand side, Barrezueta was surprised by the response the first Wienerschnitzel location had in these first days of operation, noting that they sought to open in an area with a lot of young people circulating to take advantage of the university’s proximity. , But a strange thing happens and repeats what happens in the United States, which many older people receive. “Because it’s a fast food and hot dog brand, you think the customers will be young people and teenagers, but the same thing is happening in the United States that there is a segment of adults who frequent us,” the executive revealed.

Meanwhile, Barrezueta assured that the brand is not considered as a competitor of the fast food brands that are present in the national market. That’s because hot dogs, which are their main product, go through a pretty complete process before they reach the customer’s hands. “It’s more than coming here to eat hot dogs, it’s a completely different experience. Today in our Ecuadorian culture there is no such thing about eating hot dogs,” he pointed out.