Franchise Washington Township eatery is top (hot) dog

Date AddedSeptember 25, 2009 10:26:04 AM

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In a world of hamburger joints and pizza huts, a Washington Township New England Hot Dog Company franchise is stopping traffic on Tuckahoe Road.
From the basic all beef frank, ketchup and mustard combo, to the Block Island dog -- a house favorite piled high with chili, sauteed onions, nacho cheese, bacon bits and jalapeno peppers -- this franchise caters to customers looking for a new take on an old standard.
"We wanted to do something different," said Val Miller, who is a co-owner of the Washington Township franchise alongside her husband Lance. "It's something my husband and I started talking about eight years ago."
The Millers opened the store on Jan. 29, and have entertained a steady line at the register ever since. Theirs is the only New England Hot Dog franchise in Gloucester County, and one of just three in New Jersey. Others are located in Freehold and Atlantic City, and Miller said another is on the way "We do get a lot of repeats (customers)," she said. "My husband, he could eat them everyday."
But first timers are usually intimidated by the menu that lists 10 New England tastes, five South Jersey-inspired toppers, and over two-dozen build-your-own dog toppings. Not to mention a choice of 10 types of dogs, from foot-longs and veggie dogs to Kielbasa, Bratwurst and Italian sausage.
"Our newcomers are overwhelmed," said John Luco, of Franklinville, who has worked at the store since its opening.
But after their first Ipswich (Ipswich Ale mustard, sweet red pepper relish and onions) or Cross Keys dog (Swiss cheese, sauerkraut and Russian dressing), customers start to get creative.
"I have probably had all the combos," said Jason Rosner, of Cherry Hill, who has become a regular customer. "I was here since the day they opened."
Rosner, who makes the trip to the Tuckahoe Road location whenever he is in the area, said the hot dogs drew him to the store, but the service, food quality and reasonable price keeps him coming back.
"It's not your neighborhood joint or your pizza joint," said Miller. "You have 20 hamburger joints in a five-mile radius. Same with pizza."
But despite its great success in Washington Township, Miller said she knew they were taking a risk by opening the store during an economic recession.
"I would be lying if I said I wasn't concerned and worried, but where we were in the stage of the business, it was either stop or go ... We have a lot of faith. We put too much into it," she said. "Even though the economy is suffering some financial burdens, people still eat."
According to Miller, opening a franchise with this company takes about $250,000. But owning and operating a franchise does have its benefits.
The corporate office already has a business plan in place, can guide first-time business owners through the inventory purchasing and hiring processes, and supplies tools to help the franchise owner market their store."For us, we don't have to worry about starting from the ground up," she said.
Although the company headquarters hashes out the business end of running a store, Miller said until they opened, she did not realize the toll it would take on her family.
"When we first started out and opened the doors, it was rough for the kids because it consumed my husband and I for the first three or four months," said Miller, who worked seven days and some 60 hours a week at the store when they first started out.
Now, her three children -- Kelsey, 17; Josey, 15; and Zach, 13 -- are part of the business, running the register, dressing the dogs and passing out coupons and fliers.
"They were quick learners, and they move (fast)," said Miller, whose children work three days a week for about four hours a day. "It can only benefit them -- working with the public."
While Kelsey makes the Expressway dog and Josey works the register, Val and Lance are making plans to possibly open another new England Hot Dog franchise in South Jersey.
"People love the concept," she said. "We want this to be the best experience with a hot dog that we could possibly give them."