Every summer since 1972, hundreds of people have gathered at Nathan’s Famous on Coney Island for the company’s annual hot-dog-eating contest. What started as a one-time stunt to bring more visitors to the Brooklyn hot-dog stand has become an annual tradition that attracts crowds of spectators and is aired by ESPN.
While some would argue competitive eating is an unappealing, unhealthy spectacle, the event is at the core of the marketing program for Nathan’s Famous, and the company’s leadership credits consistent revenue growth to the contest’s notoriety…
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