The hot dog has not always had the best reputation in Australia and definitely hasn’t been the go-to menu item for corporate events. Olaf Willer of Yummy Dogs is changing attitudes one dog at a time by focusing on quality ingredients to cater for some of the biggest businesses in Australia.
Since starting the mobile business in 2009, he has been adamant; a good hot dog isn’t a new invention.
“Yummy Dogs is just hot dogs. People ask us 'oh you're selling gourmet hot dogs?' And I say, 'no, there's nothing gourmet here. You don't have to reinvent the wheel just make it nice.'” Olaf says.
He saw a gap in the market when he realised Australians hadn’t experienced the hot dog in the proper German style. He focused on sampling and tasting sessions early on to educate customers about authentic hot dogs.
Olaf Willer, Founder of Yummy Dogs Source: SBS
“When we started here in Australia, the hot dog had quite a bad reputation, the sausages were quite bland. The [only ones available were the] red-skinned versions which we can find at the supermarkets or the local footy fields," Olaf says.
"I thought to introduce the real hot dogs, and that is not just having ketchup and mustard - it’s actually having all the condiments, having great quality sausages and freshly baked bread.”
He completed the experience by buying an original hot dog cart as his shopfront, allowing customers to put on their own dressings. The cart can push out 1000 hotdogs in less than 2 hours.
“The cart is made for us in America, [but] it's made to Australian specifications. It's probably the only real original hot dog cart here. It’s very self-sufficient, so we can set up anywhere. We have been with that cart on rooftops, boats, parks and warehouses.”
Selling hot dogs to the people hadn’t always been Willer’s original career trajectory.
The cart can push out 1000 hot dogs in under 2 hours. Allowing customers to serve themselves for condiments reduces need for more than 2 staff. Source: SBS
“I haven't always been in this industry. I am a qualified chef so I worked as a chef back in Germany, then changed my career completely - I went into IT. In 2009 came the mid-life crisis - should I buy the red sports car or do I go with the hot dog stand? So I went with the hot dog stand and never looked back.”
With his success in the catering industry, the business has expanded in others areas including supplying the Yummy Dogs hot dog relishes and toppings made exclusively in North America to other vendors.
“We're not only doing hot dog catering, we're also selling our condiments to other restaurants, caterers, food trucks all over Australia and that's getting more and more so we need more capacity and a bigger warehouse.”
A dream that started with a simple idea to bring original hot dogs to the Australian people has seen Willer’s business flourish under one simple motto.
A customer enjoys a hot dog at one of Yummy Dogs catering events Source: SBS
“If you have good quality if you provide good service you can't lose.”
