[media-credit name=’JEFF SCHOTHEIDE/Herald photo’ align=’alignright’ width=’336′][/media-credit]Hoping to capitalize on insatiable late-night cravings, newly opened Madtown Munchies is being welcomed by University of Wisconsin students with arms wide open.

Owner and UW alumnus Jeremy Neren said he saw the need for a late-night delivery service that offered all the necessities a college student would need in the very early morning hours. By catering to these college denizens of the night, Neren hopes to fill a void he had noticed while he attended UW.

"I had always felt like there was a huge demand for late-night food in Madison," Neren, who uses his bike for deliveries year-round, said. "And I don't think there was ever a huge variety [of food] when you're talking about the hours between midnight and 3 or 4 a.m."

Not only does Madtown Munchies deliver food, but it also fills orders for anything else students might need late at night, like condoms or lighters.

All the items on the menu — which can be found online at Madtownmunchies.com — are bought in bulk, Neren said, and are sold at a markup price ranging from 50 to 300 percent. There is no additional delivery charge, although Madtown Munchies requires a minimum order of $5.

Neren had thought about starting the business during his college years, and later decided to follow through with his plan after he took a trip to Washington, D.C. and saw a similar business in action. After seeing the D.C. company at work, he decided this kind of business would be perfect for the Madison student population.

According to Neren, the company's hours of operation and business plan are ideal for individuals who are either coming back from a bar or who are hard at work studying. By filling this late-night niche, Madtown Munchies is not only finding business, but is also finding a faithful consumer base.

UW senior Mike Vig has used Madtown Munchies' services on multiple occasions and said he loves the concept of a late-night delivery service.

"The thing I like most is coming home from the bars and being able to order anything I want from them," Vig said. "We decided to use it after a Thursday night at the bar to order some cigarettes and condoms, and Jeremy was here in about five minutes."

By providing items such as cigarettes, Chap Stick, lighters and condoms, Neren said he hopes that Madtown Munchies can provide items for any college occasion while also being open to any new item ideas customers have.

"We're expanding our menu, and along with this we are also going to start an online ordering system," he said. "We'll be doubling the size of what we currently carry and will be carrying items such as sandwiches that are much more meal-oriented."

The large selection, Neren speculated, should keep the buzz surrounding Madtown Munchies high.

And word of mouth has already increased Madtown Munchies' business. UW freshman Aaron Hendricks said he heard about the business from multiple sources.

"After seeing the Madtown Munchies group on Facebook and hearing about it from friends, I've been waiting for a chance to place an order," Hendricks said.

Neren said he hopes this hype will help to stabilize Madtown Munchies' status as a late-night convenience service that caters to the many needs of its customers.

Whether in need of ice cream drumsticks or a package of ping pong balls, Vig said Madtown Munchies has all the bases covered.

"The service is great; the people on the phone help you with anything you want. And Jeremy has been super-friendly," Vig stated. "Overall, Madtown Munchies provides great service and fast delivery."