After four years of serving simple waffle and ice cream sandwiches out of a teeny-tiny storefront in Maplewood, Eric Moore moved Boardwalk Waffles & Ice Cream up the street to a space quadruple the size, with bold marquee signage facing Manchester Road and Sutton Avenue. He also expanded the offerings, with more items, live music, and a full bar—all on display this weekend.
Beginning this Saturday, March 13, Moore will introduce brunch under the moniker “Savory Weekend Waffles.” Every Saturday and Sunday, from 9 a.m.– 2 p.m., a menu of both sweet and savory waffles will be offered in kid-and adult-friendly (with liquor infused-fruit) versions. The rotating waffle menu is complemented by bottled mimosas, flavored mimosas, Bloody Marys, boozy milkshakes, coffee drinks, and other brunch-appropriate concoctions. Microbrew and nonalcoholic beers will be available as well, along with standard soft drinks and bottled juices.
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Moore intends to keep his foot on the accelerator to keep Boardwalk Waffles “a notch above everyplace else,” he says. There will be live music (jazz, ragtime, “Beatles brunch music,” etc.) from 10 a.m.– 1:30 p.m., as well as on Friday and Saturday nights. If you miss brunch, the regular waffle sandwich menu begins at noon with 15 different flavors of ice cream, with opportunities for waffle bowls, waffle cones—even “wachos” (cut up waffle with two scoops of ice cream, chocolate and caramel sauce, powdered sugar).
Moore wants to expand the brand without straying too far from the original concept, which he’s doing literally and figuratively. He plans to open four new locations this year: in Grand Center, Soulard, and two locations in South County. And with the brunch rollout beginning this weekend, he aims to create what he describes as “a vibe, not just an ice cream stop.”
