Fourth of July Fun

Perhaps we can call it the World Cup of hot dog eating. I’m referring to Nathan’s Famous International Hot Dog Eating Contest. You may have read or heard that Pepto Bismol will be one the sponsors this year at Nathan's Famous Fourth of July International Hot Dog Eating Contest on Coney Island on July 4. Pepto Bismol is owned by Procter & Gamble, so it’s even more appropriate that they are a sponsor. I believe you can place a wager on who eats the most dogs at most gambling casinos.

The event, held since 1916, is a summer ritual that attracts thousands of people to the corner of Surf and Stillwell avenues in Brooklyn, N.Y., to watch contestants chow down as many hot dogs as possible in just 10 minutes. Before an estimated crowd of 35,000, last year's winner, Joey Chestnut of San Jose, Calif., consumed 68 hot dogs and buns. And nearly 1.5 million households tuned into to watch ESPN's live television broadcast of the event last year. In addition to an official stomach remedy, Nathan's contest has an official condiment provider in Heinz and an official apparel source in Old Navy, which sells contest T-shirts at its stores nationwide.

But now it’s time to get a little healthier. Why not create a contest to see who can consume the most Tofurkey sausages or other brand of soy dogs and buns. My favorite is Tofurkey so that’s what I’m suggesting it. There’s got to be a supplement company who can provide the equivalent to Pepto Bismol. And a water company to provide the wash down. Surely we can add other sponsors seeking to promote their products. Expo West or East would be a great place to start and with success move it into the consumer marketplace. 

I suppose another question is who in the industry is willing to “step up to the plate” and enter this contest? You don’t have to break Joey Chestnut’s record. Just have a healthy appetite, sense of humor and of course like soy sausages and dogs.

If you’ve got some other ideas for such an event, let me know. Email here at Market Tonic or at sbaker@bakerdillon.com.