Gourmet hotdog concept Hungerdog is planning an estate of up to 20 sites in the coming five years with its first site to open late summer, M&C has learnt.

Hungerdog which is the brainchild of Tim Mills – former operations director at Pho and head of operations at Paul UK – who said venture capitalist investment is in place to roll the concept out.

Mills and his wife Julie – formerly of Itsu – are launching the brand after seeing an opportunity in the quick service restaurant market.

Work will begin next week on the site in Camden opposite Koko with a view to open late August or early September.

Mills will look to secure a second site as soon as the Camden venue is established because the investors are keen to swiftly expand. He told M&C the five-year business plan is centred on strong investment in place to open between 10 and 20 sites.

“As soon as we can get more sites and feel comfortable with the brand everything is ready to grow,” Mills said.

Hungerdog will serve pork, beef and vegetarian hotdogs with a choice of build-your-own toppings. Mills said Hungerdog will also serve salads, soups and a choice of gluten-free options to ensure it does not isolate customers as a one product business.

Mills said coffee will be an important element to the business and he is developing a breakfast menu including fresh juices and yogurts.

The 600sq ft site will be split between seating and service areas, with takeaway forming a dominant part of the business.

Mills said his experience in the hospitality industry has highlighted the importance of welcoming diners from the moment they walk through the door therefore music and interactive social media campaigns will be integral to the guest experience.

The venue in each venue will be themed to reflect the local neighbourhood and will run personalised social media campaigns across Instagram.