When Matthew “Matt” McMahon and his older sister, Meghan Bing, were children, they would stay up past their bedtime talking excitedly about a dream: Someday, they would own a restaurant together.
More than 30 years later, that childhood dream has become a reality with The Hidden Dog, a cozy, family-owned shop on Kings Highway in downtown Haddonfield.
“My sister, Meghan, now 45, and I have been talking about this since we were kids,” says Matt, 42. “We would spend time talking about owning a small business together, especially a restaurant, what it would look like and the great pride we would have in creating it from scratch.”
Careers and family responsibilities eventually put the dream on the back burner. Then the pandemic gave Matt an unexpected opportunity to revisit it.
At the time, Matt was living in Florida, but moved back to Moorestown, New Jersey, to live with their parents, Mike and Maggie McMahon, while he was looking for a new place.
While Matt was back home, he began preparing his Italian grandmother’s family recipes—including lasagna and meatballs—for extended family and friends. The rave reviews convinced him he might be onto something.
Their parents remain actively involved in the business. Their mother is a former special education teacher, while their father is a retired family therapist and recycling expert. Meghan followed in her mother’s footsteps and is a special education teacher at Delran Intermediate School, where she works with students in grades 3 through 5.
In addition to having their parents in their corner every step of the way, the co-owners credit Meghan’s husband, Brian Bing, for his unwavering commitment to The Hidden Dog.
Siblings Meghan Bing and Matt McMahon turned a childhood dream into The Hidden Dog, a cozy downtown Haddonfield eatery serving creative hot dogs on traditional buns and fresh French baguettes
As part of the core family, she said, “We truly couldn’t do this without him. He takes care of all of the kids (including Matt’s son), so we can work crazy hours, and serves as a sounding board for the shop. He also helps set up, clean, and plan events. He is our biggest supporter!”
“Our parents gave us vital life lessons,” Meghan says. “They dedicated their lives to helping others and making sure they felt comfortable.”
Matt says his family and family friends have inspired them with their strong work ethic.
“All of them had a ‘workhorse’ attitude,” he says. “They would say, ‘Get it done. Always open, do it right, and be sure to take care of your customers.’ We were taught from a young age to always work hard, be professional, and respectful.”
Then came a trip to Paris that helped shape the restaurant they would eventually create.
A family friend spotted a vendor near the base of the Eiffel Tower selling a delicious hot dog nestled inside a fresh French baguette. The idea stuck with Matt.
Today, The Hidden Dog serves its 100 percent beef Sabrett hot dogs on fresh baguettes from a Philadelphia bakery, as well as traditional hot dog buns.
That discovery helped ignite a spark — and gave the enterprising siblings a clearer vision for their family business. With its warm, inviting atmosphere, creative menu and intimate setting, The Hidden Dog will celebrate its first anniversary on Sunday, September 6.
The cozy basement shop seats just 12, but it packs plenty of personality into its small footprint. “We went from talking about it, looking around for a space, and taking all of the steps to see if we could make this childhood dream come true,” Matt says.
Meghan is the mother of a 6-year-old son and 10-year-old daughter, while Matt has an 8-year-old son. All three children are proud of what their family has built — and eager to pitch in.
A Menu with Personality
The Hidden Dog’s menu is anything but ordinary.
There is Mac’s Dog, Matt’s favorite, topped with chili sauce, chopped onions, and spicy mustard; The Philly Dilly, featuring creamy house-made pickle dip and crushed potato chips; Some Like It Hot, with house-made hot pepper jelly and melted Brie; and The Hot Mess, combining chili sauce, pickle dip, and pepper jelly.
Customers can also create their own Show Dogs with free toppings including yellow mustard, spicy mustard, Grey Poupon, whole-grain Dijon, ketchup, relish, white onions, and jalapeños. Premium toppings include chili sauce, coleslaw, sauerkraut, and cheese sauce.
Other options include sausage with roasted peppers and onions and the Meatball Shorty served with homemade marinara sauce.
For diners 12 and under, the Petite Dog Meal includes a traditional hot dog with ketchup or mustard, chips, and a juice box.
Side dishes include potato chips, coleslaw, and a unique pickle dip, created by Matt and Meghan’s father; while drinks range from sparkling and flat water to Mexican Coke, Jarritos, and canned sodas. Fishtown pickle jars are also available for purchase.
Regulars and Newcomers Love the Dogs
The secret ingredient at The Hidden Dog may be the family work ethic — and the pride Matt and Meghan take in becoming part of a close-knit community.
One of the biggest surprises during their first year, Meghan says, has been the number of returning customers. “We have so many regulars,” she says. “We know their order, routine, and their families. That is pretty cool!”
On a recent Saturday, a steady stream of new and returning customers made their way down the stairs to the sparkling-clean, well-appointed shop. Matt greeted each one warmly, often with the familiarity of an old friend. He proudly explained the menu and why the hot dogs are served on French baguettes.
First-time customers also receive a large chocolate chip or blueberry cookie from The Famous 4th Street Cookie Company.
Software engineer James Devin, 28, of Audubon, heard about The Hidden Dog from his minister and his minister’s wife, who raved about both the food and atmosphere.
“My girlfriend and I really enjoy the food, and the people who work here are extremely nice,” he says. “Our favorites are the Some Like It Hot and The Philly Dilly. It’s a nice change from other food shops.”
Devin returned with his friend Kieran so they could experience the restaurant together.
New customer Gabby Hayden, a financial services operator who has lived in Haddonfield for six years, was equally impressed after ordering The Hot Mess.
“I never had a hot dog like this before,” she says. “It has the perfect hint of spice. I love the downtown and how walkable everything is. This is a great addition to the Boro of Haddonfield.”
Why Pick Haddonfield?
After an exhausting yet invigorating first year, Meghan says she has learned plenty about running a small business.
“You have to remain flexible and pivot when you need to change,” she says. “We are still learning. You are going to have all of these wonderful ideas. Some will work, and some won’t happen the way you envision.”
Before settling on a location, Matt and his parents explored neighboring New Jersey towns at different times of the day, paying close attention to foot traffic and the character of each business district.
Haddonfield and its bustling downtown definitely stood out. “On a rainy, gloomy Tuesday in the middle of fall, downtown Haddonfield was busy,” Matt says. “It was important to us that we had foot traffic.”
Just as important was finding a community that valued hospitality and connection — the same qualities the siblings planned to build into The Hidden Dog from day one.
The shop welcomes small birthday parties and other special events, and the local business community has embraced the newcomers.
“The number of events the town has and how they have embraced us has been truly wonderful,” Meghan says. “We feel incredibly lucky!”
For Matt and Meghan, the best part may be watching a dream they imagined as kids become a place where families, friends, and neighbors gather.
More than three decades after those late-night childhood conversations, The Hidden Dog is proof that sometimes the best dreams are worth waiting for!
