In the world of pizza, there are those who follow recipes, and then there are those who follow a feeling. On the latest episode of the Pizza Story Podcast, host Erica D’Arcangelo sat down with a man who has followed many feelings—and many careers—to arrive at his latest masterpiece.
Meet Matthew Zeiss, the founder of @holyhothoneybrand. From the stages of Germany to the pizzerias of Long Island and eventually the quiet suburbs of Sweden, Matthew’s journey is a masterclass in how a diverse life experience can create a uniquely delicious product.
The “Informal Education” of a New York Native
Matthew Zeiss didn’t spend his early twenties in a lecture hall. Instead, he pursued what he calls an “informal education.” Standing at 6’2″, he naturally fell into the role of a bouncer, but he quickly realized his personality was better suited for the other side of the counter.
“I was talking to 200 or 300 people every weekend,” Matthew told Erica. “I realized, man, what am I doing here? I could be behind the bar and do just fine.”
This transition into bartending and bar management became the foundation for Holy Hot Honey. It was behind the bar that Matthew learned the delicate art of flavor profiles, acidity, and balance. By befriending chefs and experimenting with cocktail ingredients, he began to develop a “culinary ear”. This was a sense of how flavors harmonize, much like the music that grounded him since he was a child.
A Musical Detour: The Elvis of Europe
Before the honey, there was the music. Matthew has been on stage since he was nine years old. While the music industry is notoriously difficult, he found a surprising niche after moving to Sweden in 2021.
As an American in Europe, he leaned into his love for rock and roll. In 2023, he and his band were crowned Europe’s number-one Elvis position by a major German festival. While the “king” of rock and roll paid the bills, it was the “king” of comfort foods—pizza—that occupied his mind during his downtime.
The Quest for the Perfect Swedish Slice
Moving from New York to Sweden provided a significant culture shock, specifically regarding the pizza. “As a New Yorker, pizza is part of your lifestyle. It’s part of your everything,” Matthew explained. In Sweden, the “Kebab Pizza” reigns supreme. While delicious, it wasn’t the New York slice Matthew craved.
Driven by nostalgia, he began a rigorous self-study of dough science. He reached out to icons of the industry, including Garrett from Vincenzo’s Pizzeria and Scott Wiener of Scott’s Pizza Tours. This “pizza brotherhood” welcomed him with open arms, providing the tips and encouragement he needed to start making three pizzas a week in his home kitchen.
It was during this period of obsession that Matthew discovered the “hot honey” trend. He admired the pioneers like Mike’s Hot Honey, but as a fan of savory flavors and a self-proclaimed “ranch on pizza” guy, he wanted something different. He wanted a heat that felt like Frank’s Hot Sauce—comfortable, flavorful, and not “hellishly” spicy.
The Birth of Holy Hot Honey
Matthew’s background as a graphic designer and his love for alliteration (a trait he carries over from songwriting) led to the birth of Holy Hot Honey.
“I wanted something that sounded like a reaction,” Matthew said. “Instead of a curse, it was: Holy Hot Honey!”
The product’s tagline, “Divinely sweet, sinfully spicy,” reflects the balance he struck. It isn’t just sugar and spice; it’s a sophisticated condiment designed to enhance the savory notes of a pizza, wings, or even a burger.
Matthew also shared a secret for the home bakers listening: his dough formula. After much trial and error, he found that adding rye flour to his high-gluten base provided a depth of flavo. It added that “crispy yet light” texture that finally satisfied his New York cravings.
A Global Community Built on Crust
One of the most touching moments of the interview was Matthew’s reflection on the pizza community. Despite being a “newbie,” he found that the industry is built on a “more the merrier” mentality rather than cutthroat competition.
From smuggling a Swedish pizza pie into the States to show Scott Wiener and Paulie G, to collaborating with his kids on “Dave Portnoy-style” reviews of local Swedish shops, Matthew has used pizza to build a bridge between his old life in New York and his new life in Europe.
Final Thoughts
Matthew Zeiss is a man of many hats: bouncer, bartender, award-winning Elvis, graphic designer, and now, the creator of a must-have pizza condiment. His story reminds us that you don’t have to stay in one lane to find success. Sometimes, you have to try every job, live in different countries, and eat a whole lot of pizza to find your “divine” calling.
Follow Holy Hot Honey on Instagram @holyhothoneybrand
Stay updated with the latest from Slice Street and other amazing family-owned pizzerias across the globe by subscribing to The Pizza Story Podcast now!
Get our books: A Story About Pizza, Pietro’s Pizza, Pietro’s Pizza Toppings, Pietro’s Italian Christmas.