Case Study: Mike’s Hot Honey

Why Was That Company Unique, and What Made Them Stand Out?

Mike’s Hot Honey started in 2010 when founder Mike Kurtz drizzled his homemade chili-infused honey on pizzas at Paulie Gee’s pizzeria in Brooklyn. What began as a niche condiment for adventurous eaters exploded into a national trend that redefined how people think about sweet and spicy pairings.

What made Mike’s Hot Honey unique:

• Category Creation: They weren’t the first to mix sweet and spicy, but they were the first to brand and commercialize chili-infused honey as a standalone product.

• Organic Origins: It started as a simple topping at a neighborhood pizza shop, then spread by word of mouth before scaling into retail.

• Versatility: Marketed not just as a condiment but as a multi-use product—on pizza, fried chicken, cocktails, and even desserts.

• Brand Personality: The name “Mike’s Hot Honey” is approachable, memorable, and authentic.

Their Detailed Marketing Strategy

1. Grassroots Launch
   Instead of starting in supermarkets, Mike’s built credibility in restaurants first. Pizza shops, wing joints, and local eateries introduced customers to the product, making it a chef-approved trend before consumers could even buy it retail.

2. Packaging as Practical Branding
   The clear squeeze bottle with bold red branding made it feel both premium and approachable. Unlike fancy jars of artisanal honey, Mike’s Hot Honey emphasized ease of use—perfect for pizza shops and home kitchens alike.

   

3. Word-of-Mouth & Earned Media
   As demand spread, food influencers, local news, and even celebrity chefs highlighted the product without paid media. Coverage in The New York Times and Food Network gave Mike’s credibility far beyond its Brooklyn roots.

4. Retail Expansion Strategy
   Once demand was proven, Mike’s scaled strategically into Whole Foods, Kroger, and Walmart. By 2022, it was available in over 10,000 stores nationwide. Retail placements always emphasized the brand’s pizza shop roots, keeping its authenticity intact.

5. Partnerships & Foodservice Growth
   Chains like Red Robin, Shake Shack, and Popeyes adopted Mike’s Hot Honey in limited-time menu items—giving the brand national visibility through foodservice collaborations.

   

6. Digital Presence & Recipe Content
   On Instagram and TikTok, Mike’s posts recipe ideas, pairing suggestions, and user-generated content. Instead of selling just honey, they sell inspiration for how to use it.

   

How Can Other Business Owners Use/Implement This?

• Start with Authenticity: Launch small, prove demand in niche spaces (like Mike’s at Paulie Gee’s) before going national.

• Own a Category: Don’t just improve on an existing product—create a new subcategory your brand can dominate.

• Packaging = Usability: Make sure packaging fits both restaurant and consumer needs. Mike’s squeeze bottle was simple but game-changing.

• Leverage Partnerships: Align with restaurants, cafes, or larger brands that can introduce your product to thousands of customers at once.

• Use Content to Show Versatility: Don’t just say your product is flexible—show it across recipes, lifestyles, and occasions.

Takeaways

• Be the First Mover: By commercializing chili-infused honey, Mike’s built brand recognition that competitors can’t replicate.

• Grassroots Builds Loyalty: Starting in a single pizzeria gave Mike’s an authentic origin story and organic buzz.

• Versatility Expands Reach: From pizza to cocktails, Mike’s positioned itself as a universal condiment.

• Partnerships Drive Scale: Foodservice collaborations can give small brands national exposure quickly.

• Packaging Is Marketing: The squeeze bottle became as iconic as the product itself.