Reading Terminal chocolate shop a Food Network ‘guilty pleasure’
As a DMC, we are always updating our list of can not miss Philadelphia experiences. One staple in our 20+ year history though has been Reading Terminal Market. The sights, the locals, the food, the atmosphere- everything about it is exceptional. Always love seeing any local shop get national attention, but especially exciting to see local company Mueller Chocolate Co. on the Food Network! Here’s the full article on their can not miss Chocolate Tower.
Article from Philadelphia Business Journal:
A Reading Terminal Market chocolate company is busy — very busy – after being featured on Wednesday in a chocolate-centric episode on the Food Network, a coveted spot that’s already resulted in hundreds of orders for the Philadelphia company.
Mueller Chocolate Co., located near the corner of 12th and Filbert streets at Reading Terminal, got some love on the Food Network’s Guilty Pleasures, where renowned chefs and personalities “reveal their best-kept, most-intimate, guilty-pleasure secrets for the first time ever,” according to network.
Comedian and game show host Marc Summers expressed his love for the company’s Chocolate Tower, a creation layered with five chocolate-covered treats: a Rice Krispies treat, a chocolate chip cookie, an Oreo cookie, a marshmallow and a peanut-butter cup
“It’s perhaps the best combination ever put on this planet,” Summers said.
The feature was filmed a day after Pope Francis’ visit to Philadelphia, owner Glenn Mueller said.
“It’s one of the pinnacles of my industry, to be recognized on the Food Network,” Mueller told the Business Journal. “It will have residual effects because it airs repeatedly for a long period of time.”
The Food Network TV spot is already showing some returns already the morning after the episode aired.
“My inbox is completely filled with hundreds of orders [for The Chocolate Tower],” Mueller said of one of the chocolate company’s big sellers. “The ones I have looked at have been from across the United States.”
In 2010, Mueller Chocolate Co., then known as Chocolate by Mueller, was featured on Travel Channel’s Bizarre Foods with Andrew Zimmern, highlighting the company’s chocolate-covered onion.
The difference between the treats featured on Guilty Pleasures and Bizarre Foods, is that The Chocolate Tower is a scalable piece, whereas the chocolate-covered onion was more of a novelty, Mueller said.
“We had a ton of media attention, but we were unable to capitalize on it,” he said. “This around, there was a knowledge base behind me to create an item that was scalable that we could capitalize on. You can actually buy it and enjoy it.”
The Food Network spot also helped solidify and expose the company’s new name. It was previously known as Chocolate by Mueller until Mueller took over from his parents and rebranded it as Mueller Chocolate Co. in the beginning of last year.
Being on the show was about “developing our brand and building our brand,” Mueller said. “That’s exactly why I would agree to do something like this. It’s good for brand building.”
Mueller is planning on renovating its Reading Terminal location and has expanded its product line to include macarons and chocolate drinks.
Kenneth Hilario covers hospitality, restaurants and takes on general assignments and breaking news.