Business

Wired Waffles of Marysville appear on ABC's 'Shark Tank' on Friday, Oct. 12, at 8 p.m.

From left, Roger Sullivan, president of the Marysville-based Wired Waffles, and Richard Boas, the company
From left, Roger Sullivan, president of the Marysville-based Wired Waffles, and Richard Boas, the company's sales director, put the finishing touches on their caffeinated waffles.
— image credit: Photo courtesy of Wored Waffles.

MARYSVILLE — The owner of Wired Waffles in Marysville isn't giving away any spoilers about his appearance on ABC's "Shark Tank" on Friday, Oct. 12, at 8 p.m., but he's inviting 50 of his closest friends to his home for a viewing party of the episode, after an open house for the community from 6-8 p.m. at 8511 66th Pl. NE in Marysville.

"The way the show goes, you have to justify your company's valuation, but you also have to be entertaining," said Roger Sullivan, president of the Marysville-based company that invented caffeine-infused waffles. "The folks from ABC were great and told us they hoped that everyone would get a deal, but they were also honest that the deal would go to the company that made for good TV. Let's just say I was very confident that we were TV-worthy."

Before Sullivan found himself pitching his business to five celebrity investors on "Shark Tank," he was inspired by what he and his wife Amy perceived as a need to offer a breakfast food that would compliment the fare at the espresso stands that they owned more than their standard offerings of cookies and muffins. While they deemed pancakes too bulky, a pair of TV programs got them thinking about waffles — a show on the Travel Channel for profiling a ski-through waffle stand in Vermont with the sweetening already mixed into the waffles, and another show for covering a shop where pharmaceutical-grade caffeine was baked into brownies.

"It's a natural progression," said Roger Sullivan, who officially opened Wired Waffles with Amy in September of last year. "It's the kind of thing where you wonder why nobody had thought of it before, but we've been seeing more and more caffeinated foods since. We're using all-natural green coffee extract caffeine, but it's very bitter on its own, so we had to find the right recipe to give it the right amount of jolt, experimenting with doses and comparing it to how much energy you get from drinking a cup of coffee."

Out of approximately 33,000 entrepreneurs who auditioned for a spot on ABC's "Shark Tank," Sullivan's Wired Waffles was one of four sets of products whose backers made their case to the panel in their own episode. Sullivan first heard about the show when several friends and relatives recommended that he apply for an audition, and he looks forward to the broader exposure that his TV appearance will bring.

To order Wired Waffles of your own, or for more information on the company, log onto wiredwaffles.com.

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