The man who launched the gourmet Burger Wisconsin chain in 1989 now runs More Foods, a food manufacturing business that supplies portion-controlled food products such as pasta sauces, hamburger patties and soups to national brands like Hell Pizza and Wholly Bagels. It also markets its own brands - Curry Shop, Rocket Fuel Sauce and Rocket Fuel Gourmet Meat Patties - through supermarkets and food service outlets.
Mick is one of 10 investors who purchased the ailing soft drinks business, Foxton Fizz, a few years ago.
His entrée to the hospitality industry came in the 80s via hotel management with the-then Tourist Hotel Commission, and Mick admits he’s always been a multi-tasker.
He opened the first Burger Wisconsin outlet in Wadestown in 1989, which grew to 28 stores across New Zealand. Running in tandem was his business More Foods which was originally set up to provide premium quality products for the Wisconsin chain.
“That’s what it did for the first 10 years, but when I sold Burger Wisconsin in 2005, the focus of More Foods changed and expanded to include new products, brands and customers,” says Mick.
A key component of the expanded company was bringing several iconic Kiwi brands into the More Foods fold, such as the Curry Shop, the heat-and-eat meal business, that came on board in 2006.
Another brand to get the More Foods treatment is Rocket Fuel Sauce, which Mick says is a “must-have” accompaniment to grilled meats of any type.
“This spicy, sultana-based sauce is fast becoming a New Zealand favourite and is sold nationwide through supermarkets.”
Mick originally purchased the recipe – along with the former partners of Caffé L’Affare – a few years back, but bought them out in 2007.
Mick says his philosophy is all about “replicating the quality associated with smaller batch-cooked products into larger mass-produced and cost effective food service lines”.
His advice to other industry players is to get it right the first time.
“In the food business, you don’t often get second chances when launching a product or concept. You do your research and make sure your product is spot on before you launch it.”