San Fernando Valley Business Journal Online:
Restaurateurs are a unique breed of businesspeople. They speak their own language, and of course they see food differently than do others.
The eternal challenge facing every new restaurant adventurer is how to make the most ancient of human activities – eating – somehow new again. Remarkably, Murray Wishengrad, co-founder of The Stand, says he has found a way to reintroduce that most well-aged American staple, the hotdog, as a fresh experience. Wishengrad on June 30 opened the fourth outlet of The Stand in Woodland Hills. Its first outlet opened in Encino in 2003.
From Wishengrad, one learns that making hotdogs in the 21st Century is as much a lesson in geography as it is an experience in gastronomy. According to him, a hotdog in L.A. must be boiled and topped with chili. In Chicago, the dog is crowned with a garden of fresh greens, mustard and pickles. Meanwhile, southerners want sauerkraut on their boiled wieners, yet New Yorkers would never boil a frankfurter.
“They split ‘em and grill ‘em,” Wishengrad says. “There are more steps to cooking a hotdog than a filet mignon, but you can still get one for $3.50.”
Question: What is The Stand? Read on…
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