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Businesses that sell seasonal foods all face the same problem...what to do in the offseason? What does the ice cream store do in the winter, or the soup guy in summer? The local custard magnate came up with a pretty good idea and now the couple who owns a suburban snow cone business just came up something as simple. Waffles.
Two weeks ago, Jack and Pat Williams, owners of the 3 Tropical Moose Shaved Ice locations (Tro-Mo, to the devotees), began experimenting selling Belgian waffles out of their Webster location, at $ 2 a throw (which includes a dipping sauce). How'd it go? Pretty well...they sold out every day. The store that had been closed since Labor Day now has a new life: Tropical Moose Walk-Away-Waffles.
Consulting Chef Dana Holland collaborated on perfecting the recipe. (Remember Dana? More on him in a later post.) The trio had toyed with the idea of grab-and-go cereals in conjunction with waffles but decided to focus on one product. Depending on response, the plan is to offer the waffles year round in Webster and ideally expand the idea to Kirkwood. There will be weekly specials to keep the idea fresh...who wouldn't try a s'mores waffle?
And how's this for timing? The Kellogg Co. has just warned us of a shortage of Eggo waffles until possibly mid-2010.
For Thanksgiving week, waffles are available only tomorrow and Wed (see hours below). The permanent schedule will begin next Tuesday:
Tue-Fri: 7:30 to 9:30 AM and 12:30 to 4:30 PM
Sat-Sun: 10:00 AM to 3:00 PM
The address of the Webster Groves Tro-Mo is 43 S. Old Orchard, next to Big Sky Cafe and Puddin' Head Books. Which brings up an interesting sidebar...Tro Mo plans to sell only organic milk and orange juice to accompany the waffles, no coffee. When I asked Pat Williams the reason, she replied: "Puddin Head sells coffee. We don't want to encroach on their coffee business." Hmm. I don't know Pat, but I can't wait to meet her. -- George Mahe
