The Peanut Butter & Jelly Deli is headed to State Street this fall
Mike Hottinger is excited to give Madisonians a taste of the world’s largest peanut butter and jelly shop.
The peanut butter jelly sandwich is a simple staple with a sweet-savory balance irresistible to children and adults. That’s why Mike Hottinger is bringing his beloved Peanut Butter & Jelly Deli to State Street this fall.
“When people walk in their first reaction is ‘I can’t believe a place like this exists,’” he says. “I don’t know if it’s astonishment or bewilderment or what it is, but people are really surprised at how many options are available that we offer.”
The business first launched in West Allis at 6125 W. Greenfield Ave. in 2018 and has become the world’s largest peanut butter and jelly shop. More than 100 jams and jellies, 22 nut butters and three years later, the Peanut Butter & Jelly Deli is making a beeline for Madison.
“I can’t think of a better street in the entire state than State Street in Madison to connect with customers,” Hottinger says.
The Peanut Butter & Jelly Deli combines retail with a menu of gourmet sandwiches. Customers can pick some spreads to go or build their own sandwich. Hottinger says his deli is unique because they grind all of the nut butters in house every day.
In the dairy state, it makes sense to sell a “Grilled Cheese & Jelly” sandwich, a combination of melted cheese and your choice of jam or jelly. And for anyone craving something sweet, Hottinger says the cherry amaretto jam is a popular choice on a sandwich. There’s also classic sandwiches like “The King,” peanut butter, sliced bananas and bacon, a known favorite of Elvis Presley.
Bringing the Peanut Butter & Jelly Deli to Madison was a relatively easy decision for Hottinger, who has one daughter who graduated and another that attends the University of Wisconsin–Madison. While people of all ages usually stop by, there is something special about the college town buzz of State Street in particular.
“It’s a fun place to be. The people who have come to work for us … they enjoy it,” he says. “We’re doing something right.”
While he plans to continue expanding his brand and its locations, some people initially asked him why there was ever a need for a Peanut Butter & Jelly Deli when they can make a sandwich at home. To that, Hottinger counters there is no need to ever trade a cup of coffee at home for a $5 latte or head to a bar for a drink.
In an effort to scale his business, Hottinger also developed a small assortment of cream-based liqueurs based on some of the natural flavors of his products. The liqueurs are available at about 100 liquor stores and made at a distillery in Fitchburg. Some of Hottinger’s nut butters can also be purchased at smaller independent grocery stores.
“I’m really excited to be part of the whole community,” he says.
The Madison location is set to open next month at 511 State St., which was most recently Frutta Bowls.
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