Hermer, who founded Boujis nightclub, Eclipse cocktail bar, and Bumpkin restaurants, will open Top Dog in partnership with his wife Marissa, who intends to bring some of her ‘American roots’ to Soho through the new hot dog joint.
Joining the husband and wife pair on the project will be Ewan Venters, chief executive at Fortnum and Mason, who will act in the role of non-executive chairman at Top Dog.
The hot dog restaurant will be located on Frith Street and will have 45 covers across two floors. It will also contain a 21-cover private dining room which will be available for customers to hire out.
The venue will be open seven days a week from lunch time until late, and as well as having an eat-in option, take-out will be a ‘big part of the offering’.
The Top Dog founders intend for the restaurant to be a different kind of hot dog joint which will serve only organic hot dogs and milkshakes. Top Dog will adapt the classic American dish to suit the ‘increased focus on healthier eating habits’ in the UK.
As well as ‘premium’ organic hot dogs, the menu at Top Dog will include organic ice cream milkshakes, rapeseed-cooked fries, and hand-made relish. Its dishes will be put together using British ingredients.
Top Dog’s interior design will be distinctly American however, and will ‘champion the US rebel biker culture of the 1950s’.
Co-founder of Top Dog Marissa Hermer said: “I’m so excited to launch Top Dog and bring a little of my favourite American food to the UK. I cannot wait to share my interpretation of the best American hot dog with London.”
Top Dog will be located at 48 Frith Street and will open in March 2015.