Wiener schnitzel - Research Paper Example

WienerSchnitzel The American firm, WienerSchnitzel, formerly known as Der WienerSchnitzel, is a fast food chain established in 1961 (Smith 287). The chain was rebranded as WienerSchnitzel in 1977. However, some of its outlets continued operating under the old name, Der WienerSchnitzel. “Some remember the Der. Some don’t. If you don’t, we were once Der WienerSchnitzel” (WienerSchnitzel). John Galardi opened the first WienerSchnitzel outlet in Los Angels in 1961, where it major in selling hot dogs (Coker 9).

In the closing periods of 1980, Galardi turned numerous Denver stores into restaurants. The company currently operates in different states of the United States including: Washington, Nevada, Arizona, Colorado, and Louisiana among others. The fast food chain initially focused on hot dogs, but now sells Tastee-Freeze ice cream brand, including soft serve cones, freezes besides the usual burgers (Lluch 385; WienerSchnitzel).The fast food chain is characterized by its design of high, steeply pitched roofs, which resembles its ancient restaurants.

Most stores that have been converted into WienerSchnitzel basically have similar and unique architecture from other restaurants, which sets it apart. According to Sculle and Jakle, “one chain, Der WienerSchnitzel, adopted an A-frame structure where motorists quite literally drove through the building” (Jakle and Sculle 61). The logo of the giant hot dog chain was then created in 1978 following the rebranding. Since 1999, the company has used “The Delicious One” in its advertisements.

It revisited the part of its old identification “DER”, by developing a marketing slogan dubbed "DERlicious." In 2011, during the celebration of its fifty years in operation, the restaurant chain created a slogan called "Der fun since 61", which still extends to date the almost forgotten “DER” element of the original name.ReferencesCoker, Matthew. Explanations 2005.New York: Hard Blog Life, 2005. Print.Jakle, John A. and Keith A. Sculle. Fast food: roadside restaurants in the automobile age.

London: Johns Hopkins University Press, 2002.Print.Lluch, Alex. The complete calorie fat & carb counter: includes fiber & protein. San Diego, CA: WS Pub. Group 2009.Print.Smith, Andrew F. Encyclopedia of junk food and fast food. Westport, Conn.: Greenwood Press, 2006.Print.WienerSchnitzel. Der fun since *61. Viewed on April 5, 2014