More than 100 people were getting “smashed” on Dickinson Avenue on Wednesday during the ribbon-cutting ceremony for Smash Waffles, 718 Dickinson Ave.
“We are so blessed to be living in such a thriving community,” Greenville-Pitt County of Commerce Chairman Chris Locklear said Wednesday. “We are really transforming this area.”
Smash Waffles made its first delivery on Dec. 21, 2016, using a commercial kitchen at Reimage Church in Greenville. Less than one year after making its first delivery, co-creators Hunter Harrison and Justin Cox opened the Smash Waffle Café on Dickison Avenue.
Harrison and Cox on Wednesday announced that The Smashed Waffle Factory will be opening in the next few weeks at 2304 Hillsborough St. in Raleigh.
“Locations have been secured in Durham and Wilmington to open sometime in 2018,” Harrison said. “We are really excited to be expanding and are so grateful for everyone who helped make this happen.
“It will take some time to take over the world one waffle at a time,” Harrison said laughing. “But we are going to try.”
Harrison and Cox said the Smash Waffle Café is designed to motivate guests by inspiring innovation, sparking intimate conversation and promoting relaxation. The extended waffle menu includes the signature waffles, waffle-wiches, specialty coffees and more.
“We also have two premium roast coffees – our medium roast, Morning Mojo, and our dark roast, Blackout – both made from single-origin beans,” Cox said. “The Greenville location will serve as the test kitchen for all new menu items … we are hoping to get lots of feedback on new items like our Nutella Hot Chocolate.”
Cox said opening a storefront has not decreased the business’ demand for deliveries.
“If anything we are doing more deliveries now,” Cox said. “And we have a lot of customers that live outside of our delivery area … they now have somewhere that they can come and pick up their order.”
“And a lot of people have been coming in to the store and getting a better feel of what we have to offer and what we are all about,” Harrison said. “That’s the best part of this … we are not just offering food but an expirience that we want people to be a part of.”
Greenville Mayor P.J. Connelly said the cafe is a welcome addition to the Dickinson Avenue corridor.
“In order to achieve anything we need people that say yes,” Connelly said. “We as a community said yes to Dickinson Avenue and look at what has happened.
“And just wait until you see what it looks like in 2019,” he said. “There is so much happening around here … its an exciting time to live in Greenville.”
Smash Waffles continued the celebration on Wednesday night with a “Smashing Pajama Party,” that featured the launching of the Nutella Hot Chocolate and a free waffle with each purchase, along with prizes to be given away throughout the evening. However, pajamas had to be worn to qualify.
“Of course we can’t do anything like other people would do it,” Cox said laughing. “We wanted to plan something fun and unique.”
“We can’t wait to celebrate our customers and thank them for believing in us,” Harrison said. “We said yes to Greenville but our customers said yes to us.”
The hours for the café and delivery services are 7 a.m. to 10 p.m. Sunday through Thursday and 7 a.m. to midnight Friday and Saturday.