Joey Fatone. You know him as the guy from *NSYNC with the red hair and the big personality. But back in 2016, he decided to do something that had nothing to do with boy bands and everything to do with his childhood nickname. He opened a hot dog stand.
It wasn't just any stand. It was Fat One’s Hot Dogs.
Located in the Florida Mall in Orlando, the kiosk became an immediate curiosity for fans and foodies alike. People weren't just showing up for a quick bite; they were lining up to see if a pop star actually knew anything about the culinary world of encased meats. Honestly, the branding was genius. Joey leaned into the "Fat One" nickname—a play on his last name that his bandmates reportedly used for years—and turned it into a business identity.
But what actually happened once the initial hype died down? Running a food business in a high-traffic mall isn't exactly like performing at the Super Bowl halftime show. It requires consistency, margins, and a product that people crave even when a celebrity isn't standing behind the counter.
The Concept Behind Fat One’s Hot Dogs
Joey Fatone didn't just slap his name on a generic menu. He’s a self-proclaimed foodie. If you’ve followed his career post-music, you’ve seen him hosting Rewrapped on Food Network or My Big Fat Greek Wedding spin-offs. He loves to eat.
The menu at the Florida Mall location was surprisingly specific. It featured 100% all-beef hot dogs, but the toppings were where things got weirdly creative. You had the "Boy Bander," which was a sampler of five mini dogs—perfect for the indecisive fan. Then there was the "Fat One," which was basically a massive hot dog loaded with everything but the kitchen sink.
They used high-quality franks. That’s a detail people often overlook. In the world of mall food, it’s easy to go cheap. Joey didn't. He partnered with local suppliers to ensure the snap of the dog was right. If the casing doesn't snap, is it even a hot dog? Probably not.
A Menu Built for Social Media (Before It Was Cool)
The "Gone Hollywood" dog featured potato sticks and ham. It was a mess. A delicious, salty, over-the-top mess. This was 2016, right as Instagram food culture was really starting to explode. People wanted to take photos of their food before they ate it, and Fat One’s Hot Dogs delivered on that visual front.
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There was also the "Lentil Dog" for the vegetarians who wandered into a place literally named after a meat-heavy nickname. It felt inclusive. It felt like a neighborhood spot, despite being tucked into a massive commercial shopping center.
Location, Location, Location
The choice of the Florida Mall was tactical. Orlando is Joey’s home turf. It’s where *NSYNC was born. The local support was baked into the business plan.
Mall kiosks are brutal, though. You are at the mercy of foot traffic. You are competing with Auntie Anne’s and Sbarro. You have to convince someone who just spent three hours buying sneakers that they need a premium hot dog.
For a while, it worked. The grand opening was a spectacle. Joey was there, his family was there, and the line stretched out the door. It wasn't just a business; it was an event. But as any restaurateur will tell you, the grand opening is the easy part. It’s Tuesday at 2:00 PM in October that kills you.
The Shift to the Fat One’s Food Truck
Business models change. By late 2017 and early 2018, the landscape of the Florida Mall was shifting, and the overhead of a permanent kiosk began to weigh on the venture.
Joey didn't give up on the hot dog dream. He pivoted.
The physical location at the mall eventually closed its doors, but Fat One’s didn't disappear. It went mobile. The Fat One’s Hot Dogs food truck became the new face of the brand. This was a smart move. Instead of waiting for people to come to the mall, the hot dogs went to the people.
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They started appearing at:
- Food truck rallies across Central Florida.
- Private corporate events.
- Music festivals and local fairs.
- Special pop-ups at Orlando Magic games.
The truck allowed Joey to keep the brand alive without the crushing monthly rent of a premier mall space. Plus, it kept the "celebrity" element fresh. If the truck showed up at an event, there was a non-zero chance Joey might actually be there serving the dogs himself. He was known to do that. He’d jump in the back, toss some buns, and take selfies with fans.
Why Do Celebrity Food Brands Often Struggle?
Fat One’s faced the same uphill battle that every celebrity-backed restaurant faces. There is a "novelty tax."
People visit once for the story. They come back for the food. If the food is just "okay," the business will fail once the celebrity's face isn't on the posters anymore.
Look at Planet Hollywood or Fashion Cafe. Those were massive, multi-million dollar failures because they prioritized the "vibe" over the kitchen. Joey avoided some of those traps by keeping it small. He didn't try to open 500 locations at once. He kept it to one kiosk and then one truck.
Actually, the hot dog industry is deceptively difficult. The profit margins are thin. You have to move massive volume to make the numbers work. When you're using high-end beef and custom toppings, those margins get even tighter.
The Current State of the Brand
As of 2024 and 2025, the brand has largely become a legacy project for Fatone. While the food truck still makes occasional appearances and the branding exists in the ether of Joey’s various business ventures, it’s no longer the primary focus it was in 2016.
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Joey has moved on to other major hosting gigs and *NSYNC reunion rumors (which never seem to die). But the "Fat One" identity remains a core part of his public persona. He successfully rebranded a nickname that could have been derogatory into a symbol of fun, local Orlando pride, and decent street food.
What Most People Get Wrong
People think Fat One’s failed because the mall location closed. That’s a misunderstanding of how the food industry works today.
Closing a brick-and-mortar spot to move to a truck or a "ghost kitchen" model is often a sign of survival and adaptation, not failure. Joey Fatone proved that he could build a brand from scratch that didn't rely solely on his singing voice.
Essential Lessons from Fat One’s Hot Dogs
If you’re looking at the trajectory of this business, there are a few things you can actually take away from it, whether you’re a fan or a budding entrepreneur.
- Own your narrative. Joey took a nickname he didn't necessarily choose and turned it into a trademark. That’s a massive lesson in personal branding.
- Quality over gimmick. The reviews for the hot dogs were generally very high. People liked the food. If the food had been bad, the truck wouldn't have lasted a month after the mall closed.
- Pivoting is mandatory. When the mall traffic didn't justify the rent, he didn't just shut down; he got wheels.
- Local matters. Even as an international star, Joey focused on Orlando. He used local connections and local fans to build his base.
If you ever find yourself in Central Florida and see that bright orange and yellow truck, it’s worth a stop. Even without the *NSYNC nostalgia, a solid all-beef dog with creative toppings is hard to beat on a humid Florida afternoon.
Next Steps for Food Enthusiasts:
If you want to experience the Fat One’s vibe today, keep an eye on Joey Fatone’s official social media channels. He frequently announces where the truck will be or if there are new pop-up collaborations in the works. For those looking to start their own celebrity-style food brand, start with a signature item—like the "Boy Bander" sampler—that tells a story while filling a stomach.