Business Buzz
By Rich Baehrle
Did you know that there is a mad scientist in Atlantic City? Yes, there is and his name is Mad Mutz (aka Mike Hauke).
His laboratory is located on Fairmont Avenue, where the creations of the best-tasting variety of mozzarella you will ever taste (all 12 flavors) are made.
As the owner of the famous Tony Boloney’s, Mike Hauke is no rookie when it comes to creativity and success in the food business. The Freehold, NJ, native has three very successful locations with the Tony Baloney’s brand, which offers creative varieties of pizza, subs, mozzarella and other specialty items, with just as creative names. The stores are located in Hoboken, Jersey City and Atlantic City, which opened in 2009 when the Revel was being built.
The name Tony Boloney means “Bad Little Boy,” according to Hauke. It is the base for his brand to offer food that is outside the norm. His favorite foods are Indian, Tai and Mexican, which are reflected in the varieties he offers. Initially his employees settled for frozen and jarred ingredients, but Hauke quickly found those unacceptable and fired everybody. Soon his fresh, honest and greatest food taste was born.
When the quality began to be recognized by the public, so did the marketing of the brand. Hauke is a fantastic promoter, not just locally, but on such shows as “Wendy Williams,” “Food Paradise,” “The Today Show,” and probably the show that brought the most attention, “Diners, Drive-Ins and Dives” with Guy Fieri.
When word got out about how great the food is, Hauke kept the marketing momentum going by going on the Travel Channel, “Live with Kelly,” “Good Morning America” and The New Yorker magazine. The mozzarella quickly became one of his most popular food items.
He insists that it is all fresh and made from scratch from his Atlantic City store. With the creative mind that Hauke has, he was not going to just make average sticks. He has created, through a proprietary process, delicious flavored mozzarella sticks like no other. The process took over seven years to perfect, and that he did.
Mad Mutz came about when he teamed up with his good friend Michael Burns to become the Mad Mutz mozzarella scientists. The goal was to create the best tasting, unique flavors including:
Da Patty: (Jamaican golden patty crust with wiri wiri pepper).
The Popper: which is a blend of cream cheese-style with a pretzel jalapeno.
Gluten Free Nonna: Original fresh mozzarella with gluten-free Italian rosemary breadcrumb crust.
The Gaucho: Made with savory chimichurri mozzarella with garlic and herb breadcrumb crust.
There are an additional eight mouth-watering flavors. You have to go to the website to find your favorite stick to order. Their current facility has the capacity to produce 60,000 sticks per day.
Hauke’s vast marketing and PR experience lead him, and his partner, Michael Burns, to the idea to apply to appear on the popular show “Shark Tank.” Mad Mutz was accepted and Hauke was on the show this past Friday, April 18. His initial offering to the Sharks was 5% equity for a $150,000 investment.
Barbara Corcoran made an offer of $150,000 for 20%, however she had a contingency. Barbara suddenly backed out but Lori Greiner immediately followed up with a $150,000 offer at 20%. Hauke accepted and the rest is history. Hauke realized after all of the excitement the accountability and hard work was about to begin. From his past history, I think Lori’s investment will be safe and she got a bargain. She will make a great partner for Mike and Mike with her valuable advice and success.
Since the show, the emails (over 5,000) have been pouring in along with the buzz. The partners expect to push the envelope on the capacity of their current facility.
This past Saturday they had an in-store taste testing at Casel’s in Margate and ShopRite in Somers Point.
“My shops are going crazy with people stopping by and the phone ringing off the hook. Social media is redefining the word viral. The plan is world domination of mozzarella!” said Hauke.
Lori has a lot of things in the works for them. Knowing Lori, they better be ready for the ride, because I have a feeling the orders are going to be through the roof as they expand nationally and around the world. The sky’s the limit for Mad Mutz.
You can visit Tony Boloney’s at 300 Oriental Ave, Atlantic City, go to the website www.madmutz.com, facebook madmutz.
Rich Baehrle, of Berkshire Hathaway Fox and Roach, can be reached at 609-226-6680 or 609-641-0011. Email richardbaehrle@gmail.com or see www.getrichinrealestateSJ.com
