Business

Smash Waffles now serving from storefront location

Less than one year after making its first delivery, Smash Waffles has expanded into a Greenville store-front location with plans to open in Raleigh, Durham and Wilmington — and the company’s employees have a lot of fun doing it.

“It’s been great,” said Christy Wallace, who is in charge of marketing for Smash Waffles. “It has been a blast being involved in something like this.”

Smash Waffles’ Uptown Greenville location — The Smash Cafe — at 718 Dickinson Ave.  opened on Nov. 15.

“We decided to do a soft opening for people just passing by,” Wallace said. “Business was still really good that day … and it has been picking up ever since.”

The idea behind Smash Waffles cooked up when co-creators Hunter Harrison and Justin Cox met for coffee last November.

“Hunter and Justin are such entrepreneurs,” Wallace said. “They were just having a brainstorming session over coffee and came up with the idea and just ran with it.”

Smash Waffles made its first delivery on Dec. 21, using a commercial kitchen at Reimage Church in Greenville. The service was an instant success, Harrison said.

“People have loved the convenience of our delivery service,” Harrison said.

Within a few months, the business started looking into expanding into different markets in the state.

“We were testing the market in Raleigh, and the News and Observer ran a story that we were coming,” Wallace said.

Within a few weeks, Smash Waffles had a waiting list of about 500 interested customers.

“And the list never got shorter because as soon as we would start filling the delivery orders more would come in,” Wallace said. “We started realizing that we needed storefront locations instead of just delivery services. Our business needed to evolve just like our menu has continued to evolve.”

The Smash Cafe is designed to motivate guests by inspiring innovation, sparking intimate conversation and promoting relaxation, Wallace said. The extended waffle menu includes the signature waffles, waffle-wiches and specialty coffees.

“We have an expanded menu with the new opening including more waffle options, savory items, specialty coffees, and ice cream smash-wiches,” Cox said. “Our menu and atmosphere invite all ages to come in and hang out with us.”

Smash Waffles will continue its delivery service at all four locations.

“The Smash Cafe is just an extension of our business,” Wallace said. “We love the location here in Uptown Greenville because we wanted a place that would be accessible to both professionals and ECU students. … It’s been a really good mix so far.”

The hours for the Smash Cafe and delivery services are 7 a.m. to 10 p.m. Sunday through Thursday and 7 a.m. to midnight Friday and Saturday. To place an order, go to www.SmashWaffles.com.

People also can connect to Smash Waffles on Facebook at www.facebook.com/SmashWaffles and Instagram at @SmashWaffles.

“People have been so supportive since we opened,” Wallace said. “Everyone has been faithful about getting the word out about us.”

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