Raleigh, N.C. — The Greenville-based gourmet waffle company Smash Waffles officially launches deliveries in Raleigh on Saturday. Get your waffle fix brought to your door by ordering through the Postmates app.
Creators Justin Cox and Hunter Harrison came up with the idea for Smash Waffles after meeting to discuss a possible mobile app.
"He really enjoys cooking. I had ideas to start a restaurant," Harrison said.
Their first idea was biscuits.
"Everybody is doing biscuits," Harrison said. "We feel like everybody loves waffles, but not everyone is doing it."
There was a challenge to find a recipe that prevented the waffles from getting soggy.
"If you go to the Waffle House or basically any waffle place, you are probably going to get a buttermilk batter waffle, which tends to get soggy after time," Harrison said.
After a lot of research into the origin of waffles, the two found that in Belgium, chefs had been using a dough-base, which is similar to a bagel or doughnut. The recipe keeps the waffle good for a few days and even holds warmth for a couple of hours.
Smash Waffles are also smaller, making it easier for people to pick them up and eat them like a doughnut.
The company launched in Greenville as a test market, with deliveries in late December. Waffles were made in a private commercial kitchen and delivered locally. The two often did deliveries themselves at first, but now have a fleet of 15 drivers on a daily basis handling orders.
Smash Waffles moved into the Raleigh market earlier this year. Since they don't have a private kitchen space in the city, the company has been using a prep kitchen area at Pizza La Stella in downtown Raleigh. La Stella owner Rudy Theale and business partner Bob Peterson are investors in Smash Waffles. Pizza La Stella has also been partnering with Smash Waffles for weekend brunch service at the restaurant.
The waffle menu includes The O.G. (a classic Brioche waffle topped with honey, cinnamon cream sauce and powered sugar), the Campfire (a miniature marshmallow-infused waffle topped with marshmallow cream sauce, Nutella drizzle, graham cracker crumbles and powered sugar) and the Chip Chip Hooray (their take on a the classic chocolate chip waffle featuring cookie butter and mini chocolate chips). The Cereal Thriller includes crushed cereal, sweet cream cheese sauce and powered sugar. The type of cereal used changes daily. The Swirly Sin started as a weekly promotional item but became a core menu favorite for its cinnamon swirl infused dough and cream cheese icing topping.
This week's waffle of the week is the Marsh Smashness (available until April 4) features waffle dough infused with Reese's Peanut Butter chips and finished with Peanut Buttercream Icing and a chocolate drizzle.
The menu will be expanded to include savory options and coffee when they move into a storefront in Raleigh. Harrison and Cox said they have identified a location and will hopefully be open by summer.
Smash Waffles are $15 for a half dozen and $21 for a full dozen. (Prices exclude delivery fee)