Hot Dog

June 13, 2024

I am not sure whether it was a slow news day but one of the lead stories on my local news was the “controversy” surrounding the banning of Joey Chestnut from Nathan’s 4th of July Hot Dog Eating Contest by Major League Eating (MLE).  On Tuesday, June 11, it was announced that Chestnut was not allowed to compete because of a deal he has with Nathan’s competitor, Impossible Foods, which recently released a plant-based hot dog.  MLE released a statement saying, “For nearly two decades we have worked under the same basic hot dog exclusivity provisions.  However, it seems that Joey and his managers have prioritized a new partnership with a different brand over our long-time relationship.”  Chestnut responded to the statement claiming the rules were changed this year.  “To set the record straight, I do not have a contract with MLE or Nathan’s and they are looking to change the rules from past years as it relates to other partners I can work with.”  Chestnut has won Nathan’s hot dog eating competition 16 times.

When I looked online, I found Nathan’s Famous International Hot Dog Eating Contest is an annual hot dog competitive eating competition held on July 4 at Nathan’s Famous’ original restaurant in Coney Island, New York City, since 1972.  During the 1990’s and 2000’s the event was dominated by Japanese contestants and gained public attention since the mid-2000’s with the stardom of Takeru “The Tsunami” Kobayashi and Joey Chestnut.  Chestnut is the defending men’s champion who ate 62 hot dogs in the 2023 contest.  Miki Sudo is the defending women’s champion who ate 39.5 hot dogs in 2023.  MLE has sanctioned the event since 1997, and today, only entrants under contract with MLE can compete.  The field of about 20 contestants are selected by invitation or from qualifying events.  The event draws spectators and worldwide press coverage, with an estimated 50,000 on site in 2007.  ESPN has enjoyed solid ratings from its broadcast of the Hot Dog Eating Contest and on July 1, 2014, announced it extended its agreement with MLE to broadcast the contest through 2024.

Another twist was an offer by Paige Spiranac to fill Joey Chestnut’s shoes.  Spiranac is described as golf’s top social media influencer and as of October 2023 has 3.9 million Instagram followers, 359,000 YouTube subscribers, and a subscription-based website (OnlyPaige) which features golf instructional videos, livestreams, and vlogs.  Spiranac has also been cyberbullied for “sexualizing women’s golf” after appearing in the Sports Illustrated Swimsuit Issue and for her provocative outfits.  The LPGA introduced a stricter dress code in July 2017 to restrict plunging necklines, leggings, and short skirts.  After Chestnut was barred from Nathan’s contest, Spiranac volunteered for the event saying, “I’m available to fill in for him.  My record is 6.5 hotdogs in 10 minutes.”  Spiranac shared a video saying, “I found the video proof.  And I lied, it was only 6 hot dogs and not 6.5.”  Many viewers commented on Spiranac’s unorthodox way of eating hot dogs while others thought her enthusiasm for the contest could provide a new dynamic to the annual competition.  It is not about winning, but providing a good show even if you lose.

THOUGHTS:  While the history of advertising can be traced back to ancient civilizations, modern advertising began with the advent of newspapers and magazines in the 1840’s, and ads on social media are the latest permeation.  Social media influencers build a reputation for their knowledge and expertise on a specific topic and their posts generate large followings of people who pay attention to their views.  Brands love social media influencers because they can create trends and encourage their followers to buy products they promote.  While the medium has changed, selling from a “trusted source” is the same, only now it reaches millions of customers in milliseconds.  The Romans coined the phrase “Caveat Emptor” (buyer beware).  Act for all.  Change is coming and it starts with you.