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Dan Mullen, a frozen custard shop and “The Lateral Move”

"Business is booming" at a Starkville frozen custard joint thanks to a Mullen connection. They had to order more M&Ms.
This frozen custard treat is red hot in Starkville, Miss. [ MATT BAKER | TIMES ]
This frozen custard treat is red hot in Starkville, Miss. [ MATT BAKER | TIMES ]
Published Sep. 28, 2018

STARKVILLE, Miss. — If nothing else, Florida coach Dan Mullen's return to Mississippi State is boosting the local economy.

One clothing store sold out of Dan Who? T-shirts. And business has been booming at a frozen custard shop with a Mullen connection.

When Mullen was the Bulldogs' coach, he stopped by Bop's Frozen Custard with his family often enough that his custom order (vanilla concrete with M&Ms, chocolate chips, caramel and chocolate syrup) became a thing. They called it The Mullen.

Then Mullen left.

One of owner Kay Holland's employees scratched The Mullen off the menu and called it The Lateral Move. That's what Mullen called it when his defensive coordinator, Geoff Collins, left State to join Jim McElwain's UF staff.

"Maybe we should tweet out and see what everybody wants," said Holland, 61.

So Twitter voted. The Lateral Move won.

Ten months later, Bop's and The Lateral Move are gaining national attention. Sports Illustrated was there earlier this week. ESPN and SEC Nation made the trip on an overcast, 72-degree September day.

"Business has definitely been booming the past two days, and The Lateral Move is our top seller," Holland said.

How hot is this super rich, $4.89 dessert? Holland had to call her food supplier Thursday.

She was running out of M&Ms and chocolate chips.