When I say Swedish hot dogs will change your life, it’s true! And they did for techie turned chef Amelia Eudailey.
In this episode of The Perfect Bite, host Sarah Perkins sits down with chef and entrepreneur Amelia Eudailey, founder of the cult-favorite pop-up concept Hej Hej (pronounced “hey hey”!). Known for its Scandinavian-inspired hot dogs, Swedish candy, and playful menu, Hej Hej has built a loyal following through pop-ups, catering, and creative storytelling—all before opening a traditional restaurant.
Amelia didn’t follow a typical culinary path. After working in tech and startups, she pivoted into food, working as a line cook at the famed Octavia, and began testing her concept through pop-ups while still working full-time. Today, she’s growing Hej Hej into a recognizable food brand while exploring the future of brick-and-mortar, merchandising, and community-driven hospitality.
This episode is a candid look at building a food business from scratch and learning through experimentation.
In this conversation, we discuss:
- Launching a Swedish hot dog pop-up
- What makes Swedish hot dogs and food so special
- Transitioning careers into food entrepreneurship
- Testing a concept before opening a brick-and-mortar space
- Building a brand through pop-ups and community
- Revenue streams beyond a brick-and-mortar
- Using Substack and social media to grow an audience
- Deciding when (or if) to open a permanent space
- Staying creative while building a sustainable business
Amelia’s story is a reminder that there’s no single path into the food industry — and that entrepreneurship often starts with simply trying.
TPB listeners, we have a special code for you to grab Hej Hej merch or Swedish candy mixes on Hej Hej’s site! Use code ‘PERFECTBITE’ on www.chefhejhej.com for 15% off your order of $25 or more through March 15, 2026.
To learn more about Hej Hej and find out about future pop-up dates, visit www.chefhejhej.com. You can follow Hej Hej on social media @chefhejhej. Subscribe to Amelia’s Substack Hotdog Hustle!
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