Nathan’s Famous, the chain built on the appeal of its iconic hot dog, is launching a plant-based version of the original.
The restaurant partnered with Meatless Farm, a plant-based food company, to develop a meatless hot dog using Nathan’s 100-plus year recipe. The frank is rich in pea protein and spiced to achieve the same flavor profile as its meaty counterpart.
Nathan’s Famous Meatless Farm hot dog is initially available only online on the chain’s retail portal on Shopify. Kits featuring six hot dogs, six buns and a bottle of deli mustard can be purchased by home cooks for $44.99.
Starting in May, the item will be rolled out to select locations in New York, New Jersey, Connecticut and Florida. To promote the menu launch, customers can score a free plant-based hot dog at participating restaurants for a limited time.
“We’ve spent a great deal of time perfecting this hot dog and making sure that those who know and love Nathan’s one-of-a-kind flavor, as well as those that might not have tried a Nathan’s hot dog due to diet, can now enjoy an option that fits their lifestyle,” James Walker, senior vice president, restaurants, said in a statement.
Plant-based burgers were the entry point for many restaurants to introduce meat alternatives, but operators are now expanding into more categories. Technomic Ignite menu data predicts that plant-based proteins will grow nearly 35% on menus by the end of 2022.