Chef Moshe Roth Launches Premium Street Food Chain Featuring Gourmet Hot Dogs
Translated & summarized from Ynet by baba
Chef Moshe Roth is launching FRANKCO, a premium hot dog and fries street food chain, starting in Tel Aviv and expanding to Rishon Lezion. Partnering with Michael Halfon’s Lotus company, the venture aims to elevate hot dogs to gourmet status with prices of 40-65 shekels. The concept has proven popular at food festivals and plans include opening multiple branches annually without franchising initially.
The story in 6 lines · by baba
- Chef Moshe Roth launches FRANKCO, a premium gourmet hot dog and fries chain.
- First outlet opens at Menora Mivtachim Arena in Tel Aviv, second in Rishon Lezion.
- Hot dogs priced at 40 shekels; full meal with fries and drink costs 65 shekels.
- Partner Michael Halfon’s Lotus company brings extensive food venue experience.
- Plan to open 3-4 branches yearly, managed directly to ensure quality.
- Franko hot dogs were top sellers at food festivals, beating other popular dishes.
Chef Moshe Roth is entering the street food market for the first time by launching a premium hot dog and Dutch-style fries chain called FRANKCO, branded as "Franko by Moshe Roth." The first outlet will open at Menora Mivtachim Arena in Tel Aviv, replacing the former ticket office, with a second location planned for the beachfront promenade in Rishon Lezion. Roth, who previously owned a Michelin-starred restaurant in the Netherlands, aims to elevate the hot dog from a quick snack to a full gourmet dish. Prices are set at 40 shekels for a hot dog with toppings and 65 shekels for a full meal including fries and a drink.
The venture is in partnership with Michael Halfon’s Lotus company, known for culinary festival production and food and beverage franchising at major venues like Park HaYarkon and Ariel Sharon Park. Halfon recently won contracts to operate concessions at Ashdod and Netanya football stadiums and owns the Monka restaurant in Jaffa. Roth emphasized the importance of respecting the hot dog as a chef’s dish and chose the food manufacturer Zoglovek for their advanced production capabilities to meet the brand’s standards.
Halfon stated the plan is to open three to four new branches annually, all managed directly to maintain quality rather than franchising initially. The concept has already attracted interest from shopping mall groups. Franko hot dogs have been tested and sold at food festivals, becoming the top-selling food stall and outperforming other popular festival dishes. This new gourmet street food initiative marks Roth’s first foray into this culinary segment.
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