Boardwalk Waffles & Ice Cream opens second location in South County on September 4 at noon

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Courtesy Boardwalk Waffles

After months of delays, Eric Moore announced the opening of his second Boardwalk Waffles & Ice Cream location (4348 Telegraph) will be at noon on September 4.

The store was originally slated to open in spring 2020, until construction was derailed during the pandemic. As luck would have it, the response to Boardwalk’s arrival in Oakville was so overwhelming, Moore renegotiated the lease before he ever opened, expanding the space from 1,000 to 1,800 square feet. He tells SLM that the neighborhood seems to want a stage, live music, and alcohol at the new location as well, similar to the store in Maplewood. “If it takes off like I think it might,” he says, “I may be expanding even more.”

Courtesy Boardwalk Waffles

Boardwalk's original location in Maplewood

When people hear about the genesis and rapid success of Boardwalk, comparisons are made to “the little engine that could.” In 2016, a chance encounter at a bar led to an opportunity for Moore to buy a teeny-tiny ice cream shop in Maplewood. Having grown up on the Jersey shore—and fondly remembering the waffle and ice cream sandwiches served on the state’s boardwalk—he hoped that he could re-create both in the 550-square-foot space. After almost five years, a major expansion, one food truck, and eight billboards later, Moore is poised to open two more locations this year—in Soulard and Grand Center­—and hopes to eventually open 20 company-owned and 40 franchised locations.

“My plan is to open four or five stores—all branded the same but with different sizes and features—so that potential franchisees can see which one fits their needs,” he says. Moore is looking at a space in Valley Park now.

Courtesy Boardwalk Waffles

The counter and ice cream cabinets at the Telegraph location

Although ice cream cones, bowls, and shakes are available, Boardwalk’s core product is a made-to-order Belgian waffle (in quarter, half, or whole sizes) with an option of 20 ice cream flavors. The ice cream is made at Eldon, Missouri-based Ice Cream Factory, which also manufactures CBD-infused ice cream exclusively for Boardwalk.

Producing a consistent product is important to Moore (and relatively easy, he says, given the simple concept), as is re-creating the breezy boardwalk vibe. Pastel stained planks, surfboards, New Jersey license plates, and arcade games are part of the brand, along with a countertop that looks like ocean waves. “I learned the technique watching YouTube,” he says.

“When you hear the music, the pinball flappers, the sound of kids laughing and people clunking on the wood floor, everybody eating ice cream and having fun, it’s just like at the [Jersey] Shore," he says. "It’s the vibe I envisioned."