California-based craft-casual restaurant chain Dog Haus has announced a new promotion in line with Munich's usual Oktoberfest celebrations, which have been cancelled this year due to COVID-19. To help its American consumers celebrate the occasion safely at home, Dog Haus is relaunching its 'Oktoberwürst' gourmet hot dog.
Consumers can purchase the dish for take-out, or use the 'DIY Oktoberwürst Pod Party Kit' and 'Oktoberwürst Pod Party Pack' for a fun at-home meal experience. The limited edition dish is described as "a one-third pound Cajun spiced Emmental cheese stuffed bierwurst, topped with caramelized onions, sauerkraut, mustard aioli and scallions, all served on grilled King’s Hawaiian rolls."
In support of No Kid Hungry, the brand's charity partner, Dog Haus will donate $1 from each Oktoberwürst purchase to the organization.
Octoberfest-Themed Hot Dog Launches
Dog Haus is Bringing Back Its 'Oktoberwürst' Bierwurst
Trend Themes
1. Craft-casual Restaurant Promotions - Craft-casual restaurants are launching themed promotions to engage consumers during cancelled events like Oktoberfest, presenting an opportunity for immersive at-home dining experiences.
2. DIY Meal Kits - DIY meal kits are becoming popular among consumers who want to recreate restaurant experiences at home, offering a disruptive innovation opportunity for restaurants to package and sell their signature dishes in convenient kits.
3. Charitable Partnerships - Restaurants are partnering with charitable organizations to support worthy causes, demonstrating a trend of socially responsible consumerism and providing a disruptive innovation opportunity for brands to promote their philanthropic efforts alongside their products.
Industry Implications
1. Restaurant Chain - Restaurant chains like Dog Haus are exploring themed promotions and DIY meal kits to engage customers and increase sales during canceled events like Oktoberfest.
2. Meal Kit Delivery - Meal kit delivery services can capitalize on the growing trend of DIY meal kits by partnering with restaurants to offer pre-packaged, restaurant-quality meals that customers can easily prepare at home.
3. Charity Organizations - Charity organizations, like No Kid Hungry, can collaborate with brands in the restaurant industry to create win-win partnerships that help raise funds for important causes while promoting the restaurants' products.