Wienerschnitzel, the world’s largest hot dog chain, is embarking on a new growth trajectory by partnering with Walmart to open in-store restaurants in six locations across the United States by fall 2025. This move, reported by TheStreet, highlights a broader trend among fast-food brands to explore non-traditional retail spaces as part of their expansion strategy. Known for its chili cheese dogs, fries, and frozen treats, Wienerschnitzel aims to capture more customers by leveraging Walmart’s extensive foot traffic and convenience-oriented model.
A Legacy Brand Adapts to Modern Retail
Founded in 1961 as a single hot dog stand in Wilmington, California, Wienerschnitzel has grown into a franchise network of about 340 restaurants across 13 states, with more than 50 additional locations under development. While traditionally operating as standalone restaurants, the brand is now exploring innovative growth models.
Over recent months, Wienerschnitzel has begun targeting non-traditional venues like airports, military bases, theme parks, and convenience stores. This pivot reflects a wider trend in fast food, where chains are adapting their formats to fit high-traffic, multipurpose venues that match evolving consumer behaviors.
According to Ted Milburn, Director of Franchise Development, “These non-traditional formats allow us to modernize our footprint, bring our iconic flavors to new audiences, and reinforce the brand’s relevance in today’s evolving retail and dining landscape.”
Strategic Locations Chosen for In-Store Launch
The initial rollout will include six Walmart stores located in Alamogordo (New Mexico), Bakersfield (California), Colorado Springs (Colorado), Puyallup (Washington), Reno (Nevada), and Tempe (Arizona). These locations were selected based on their geographic diversity and potential for high customer volume.
Each in-store Wienerschnitzel will feature the chain’s full menu, including its signature Tastee Freez desserts, ensuring a consistent brand experience. By integrating into Walmart stores, Wienerschnitzel is positioning itself to become a convenient dining option for shoppers seeking quick, affordable meals during their shopping trips.
As Shak Turner, Director of Franchise Expansion, noted, “Wienerschnitzel has spent decades building a strong reputation, especially on the West Coast, and this expansion into Walmart stores signifies a new era of growth for the brand.”
Walmart’s History with In-Store Dining Partnerships
Walmart has a long-standing practice of collaborating with fast-food brands to enhance the in-store shopping experience. Chains like McDonald’s, Burger King, Subway, Domino’s, and Taco Bell have previously operated in Walmart locations, aligning with the retail giant’s commitment to providing convenience and value.
Walmart’s model of offering diverse services under one roof creates opportunities for restaurants like Wienerschnitzel to tap into built-in demand. With millions of Americans shopping at Walmart each week, the partnership offers substantial visibility and scalability.
This synergy between retail and food service is increasingly common, as major chains aim to increase market presence without the high costs associated with standalone brick-and-mortar expansions.
Franchise Opportunities and Business Model Evolution
The collaboration also reflects Wienerschnitzel’s evolving franchise strategy. The company is seeking multi-unit franchisees with experience in managing high-traffic locations. This approach is designed to optimize performance in the unique retail environments that Walmart provides.
Milburn emphasized that “growing inside these Walmart locations significantly expands our reach and opens the door for franchisees to tap into high-traffic locations with built-in demand.”
By moving into Walmart, Wienerschnitzel is not only expanding its physical footprint but also adapting its operations and investment models to better fit current market conditions.
This partnership marks a notable step in the transformation of quick-service restaurant strategies, as brands increasingly favor flexible, scalable formats to meet shifting consumer expectations.
