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In a fit of hot dog hubris, Vancouver resto launches $100 bratwurst

The beast itself, all $100 of it (Image: Courtesy DougieDog)

Vancouver restaurant DougieDog Hot Dogs put out a press release this morning (which got picked up by the Canadian Press) announcing the latest in fast food extravagance: the world’s first $100 hot dog. The so-called Dragon Dog—a foot-long bratwurst steeped in 100-year-old cognac and topped with Kobe beef, lobster (!) and truffle oil—is a publicity stunt double-whammy: it arrives right on the heels of the Year of the Dragon, and it acts as a bit of promotion for the titular Dougie’s upcoming appearance on tomorrow’s Dragon’s Den (in this clip, Robert Herjavec lauds his “hot girls and hot dogs”). Owner DougieLuv tells us the attention has been nonstop since his announcement and warns that 12 hours advanced notice is required for an order, presumably to allow the Louis XIII to fully soak in. Of course, given what happened the last time someone attempted a novelty, $100 fast food item (we’re looking at you, M:brgr), we’re a bit worried that this operation might prove too big not to fail. Our fingers are crossed for Dougie.