Chef Moshe Roth Launches Premium Street Food Chain Featuring Gourmet Hot Dogs

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.