Boardwalk Waffles & Ice Cream is not waffling about its expansion plans.
Four years ago, owner Eric Moore introduced the simple waffle-and-ice cream sandwich concept in a 550-square-foot storefront in Maplewood. Since then, he delved into catering, rolled out a food truck, introduced several CBD oil–induced ice cream flavors, advertised on multiple billboards, and moved the eatery to a larger corner space.
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Moore has been in expansion mode for the past two years, signing multiple new leases to date. The most recent is a 2,200-square-foot space at 500 N. Grand, the former home of Miss M’s Candy Boutique.
When he relocated the flagship location last August, he was already planning two locations in South County, at 4348 Telegraph and 465 Union. A Soulard store was announced in November, and now he’s making plans to open the space in Grand Center this summer.
“We don’t have a location anywhere near there,” he says, “and there are no dessert-type places nearby. By the time events resume in Grand Center, we should already be open and established.”
Moore cited the year-round foot traffic, proximity to Saint Louis University’s campus and the apartments upstairs, a relatively easy buildout, and the proximity of a dog park as additional reasons for selecting Grand Center.
The decor will be similar to that in Maplewood, Moore says, with plank floors, New Jersey boardwalk–themed art, surfboards, bold colors, and a stage for live music. “Urban Werks is the architect,” he says. “They know the template.”
A liquor license is in the works, and a weekend brunch is being considered as well. Moore envisions opening at 11 a.m. and closing at midnight on weekends.
The corner storefront is prominently situated and capable of displaying the same bold colors and marquee signage as the Maplewood location.
“Our lights will fit right in,” says Moore.
