In 1952 Fiarello Dogellos opened his first hot dog stand. He did this in spite of the fact that he considered hot dogs "food for morons who have no taste". In 1943 at a Yankees baseball game he famously uttered for the first time "I hate hot dogs".
One possible explanation for this intense hatred of hot dogs is that as a child he was teased and called "Hot Dogellos" by the other children. As he said in a 1968 interview, "With a last name like mine what the 'H E Double L' other business was I going to start?".
More likely is that he simply didn't like the taste of plain hot dogs. To combat this he developed his own chili recipe and created his All American Chili Dog - Spicy beef chili (with no beans), onions on top and mustard on the bun.
Over the years he created different relishes to further cover the hot dog:
Mango Heat Chili Dog - Mango/Jalapeno relish, onions on top and mustard on the bun
Bronx Cheer Chili Dog - Raspberry/Chipotle relish, onions on top and mustard on the bun
Cheery Dog - Dark cherry/Green Chile relish, onions on top and mustard on the bun
SpiceBerry - Blackberry/Serrano chile relish, onions on top and mustard on the bun
In 2010 Mr. Dogellos opened his only franchise outside of the bronx in Austin Texas that features his chili dogs, coffee, sodas, water and chips.