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APRIL SHOWERS

Still walking by and feeling like we're never there =( Our little mobile food cart is just behind the gate! Open Thursday-Saturday 8a-3p & Sunday 9a-2p. Closed Monday-Wednesday so we can keep building a kitchen on the property so we can be open more days. As this month brings the rain, please note we are entirely outdoors and so will be closed in case of bad weather!  

We're entering a new market this month, Poway Farmer's Market - Saturdays 8am-1pm! Catch us there if you can't get down to North Park =)

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A LITTLE 411 FOR YOU.

Newsflash - updated 9/28/2015

We realize it's quite confusing knowing what's happening with our little headquarters on 30th. Our hours are minimal, our menu as well, and what's with the lemonade and the connection to Hawaii. We've gotten a lot of questions since closing our HQ in March and with the gate shut most of the week, it seems to only produce more questions and a few irritations. 

It's not our goal to start a new trend by being some secret waffle spot, nor is our goal to confuse you. However, our goal is also not to create some waffle empire. We are simply rolling with the punches as we decide day to day what to do with what life throws at us. Our kitchen garage needed a new permit and new construction in order to be legit with the City so we closed our gate in March 2015. However, our business has survived simply on what we make; no loans, no investors, no credit cards. Realizing that we weren't going to be able to re-open as quickly as we had hoped; we took a new route called a Mobile Food Permit. These are permits you see on food trucks, but they are also the same permit you see on coffee carts that technically don't move but can if they must. In just 2 months, we obtained this permit and created a little kitchen under a tent. 

We re-opened in May and moved towards renovating the garage kitchen where we could have an actual oven and stove, cook you eggs, and come up with other waffle concoctions. But with cooking in our commercial kitchen Wednesday and Thursday, running with markets Thursday and Sunday, and prepping for all your faces, opening the shop Friday-Sunday with giving ourselves 1 day off (Monday); we soon discovered that Tuesday was really the only time to "renovate", get quotes, work on permits, and build. 

Perhaps you can see why restaurants don't open until they are fully built! With that said, we didn't want to close to the public again so we've maintained our waffle weekends which we will continue to do so. We are still building that 1 day a week but the process is SLOW and like we said earlier, we are just rolling with the punches. 

As for the Hawaii connection; our partner in crime with the waffle world moved to the Islands shortly AFTER we opened in San Diego. He decided to do the waffle and lemonade thing on Oahu, but the climate and tourism of Hawaii seemed to grasp hold of the lemonade concept far faster than waffles; so much so, it was clear the waffles were too much to handle while bulding upon the lemonade side of things. With the waffles out of the way, it gave opportunity to pour into what a unique local lemonade stand could really be. The efforts of Hawaii slowly trickled to San Diego as we also introduced mason jars and the Aloha spirit to the mainland, but still overall, we experienced a different trend, one that favored waffles over lemonade. While these two branches came from the same root, they have become a bit separated over time and so as our headquarters remains closed during the week; we are also in talks of where to take it all from here. Do we renovate our kitchen designing it to make more waffles, expanding the menu, or do we re-design completely and give Wow Wow Lemonade more of presence in San Diego than it ever has? 

We really aren't sure, but for now, we are open with our little waffle menu (not a full breakfast experience mind you) on the weekends. We are building in the back following the rules to obtain a Restaurant permit. We are in talks with our partners and friends about the future.

We apologize for the confusion and frustration it can cause but we do not apologize for living life as it comes. Thanks for listening.

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BLACK FRIDAY

Holidays were always such a treat when we worked the “9-5”.

40 hours a week with 8 hour days. 90% of the time off I took was “PTO” (Paid Time Off) – an acronym, being a small business owner, we are no longer familiar with. Thanksgiving and Christmas were especially happy moments where you not only were able to shut down, you were expected to. While making waffles in our little shop has its benefits, it also has its little sacrifices. As traffic builds, shops get busier as kids get out of school, and folks take their PTO; we start to work over time.

I’ve learned that while folks see Black Friday as a day where businesses go “black” (gain a profit) instead of the “red”(at a loss); it’s really just a story that we tell ourselves, when in actuality the first time “Black Friday” was used was back in 1869 during a financial crisis, and then again in the 1950’s when Philadelphia held an annual Army-Navy Football game the day after Thanksgiving. The game would cause so much conflict, the police had to work over time to control crime and crowds. Then later, the shopping market swooped in and put a more positive spin on the project. Hence we have, Black Friday, a day where all retail/food businesses hope to go “black”. (source: the history channel)

We hope this as well in our little waffle world but there is still some truth to the History. With Black Friday creeping into Thanksgiving, so many of us are working around the clock, making preparation for all you PTO’ers. We admit, were a little jealous but also thankful that there’s still some of us out there that can shut down and go home; where your not expected to serve, have amazing sales, work overtime, and just downright be perfect.

So whether your shopping, eating, cooking, watching the game, spending time with family, ditching dinner to get in line, getting paid to do so, or working around the clock to increase your business sales; let’s just have a moment of gratefulness. There are always those with less and always those with more. I think its a step in the right direction to first be thankful for what we already have.

Happy Thanksgiving from Wow Wow Waffle

Open this weekend =)

Friday 11/27 8am-3pm    Saturday 11/28 8am-3pm   Sunday 11/29 9am-2pm

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just a little update for those that are curious

Newsflash - updated 9/28/2015

We realize it's quite confusing knowing what's happening with our little headquarters on 30th. Our hours are minimal, our menu as well, and what's with the lemonade and the connection to Hawaii. We've gotten a lot of questions since closing our HQ in March and with the gate shut most of the week, it seems to only produce more questions and a few irritations. 

It's not our goal to start a new trend by being some secret waffle spot, nor is our goal to confuse you. However, our goal is also not to create some waffle empire. We are simply rolling with the punches as we decide day to day what to do with what life throws at us. Our kitchen garage needed a new permit and new construction in order to be legit with the City so we closed our gate in March 2015. However, our business has survived simply on what we make; no loans, no investors, no credit cards. Realizing that we weren't going to be able to re-open as quickly as we had hoped; we took a new route called a Mobile Food Permit. These are permits you see on food trucks, but they are also the same permit you see on coffee carts that technically don't move but can if they must. In just 2 months, we obtained this permit and created a little kitchen under a tent. 

We re-opened in May and moved towards renovating the garage kitchen where we could have an actual oven and stove, cook you eggs, and come up with other waffle concoctions. But with cooking in our commercial kitchen Wednesday and Thursday, running with markets Thursday and Sunday, and prepping for all your faces, opening the shop Friday-Sunday with giving ourselves 1 day off (Monday); we soon discovered that Tuesday was really the only time to "renovate", get quotes, work on permits, and build. 

Perhaps you can see why restaurants don't open until they are fully built! With that said, we didn't want to close to the public again so we've maintained our waffle weekends which we will continue to do so. We are still building that 1 day a week but the process is SLOW and like we said earlier, we are just rolling with the punches. 

As for the Hawaii connection; our partner in crime with the waffle world moved to the Islands shortly AFTER we opened in San Diego. He decided to do the waffle and lemonade thing on Oahu, but the climate and tourism of Hawaii seemed to grasp hold of the lemonade concept far faster than waffles; so much so, it was clear the waffles were too much to handle while bulding upon the lemonade side of things. With the waffles out of the way, it gave opportunity to pour into what a unique local lemonade stand could really be. The efforts of Hawaii slowly trickled to San Diego as we also introduced mason jars and the Aloha spirit to the mainland, but still overall, we experienced a different trend, one that favored waffles over lemonade. While these two branches came from the same root, they have become a bit separated over time and so as our headquarters remains closed during the week; we are also in talks of where to take it all from here. Do we renovate our kitchen designing it to make more waffles, expanding the menu, or do we re-design completely and give Wow Wow Lemonade more of presence in San Diego than it ever has? 

We really aren't sure, but for now, we are open with our little waffle menu (not a full breakfast experience mind you) on the weekends. We are building in the back following the rules to obtain a Restaurant permit. We are in talks with our partners and friends about the future.

We apologize for the confusion and frustration it can cause but we do not apologize for living life as it comes. Thanks for listening.

Midnight gospel (truth).

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Midnight gospel (truth).

We've never been ones to want the food truck lifestyle... but in essence that is what we are doing., A Mobile Food Facility. We now have three commercial permits - one for our commercial kitchen., one for our farmers market (temporary food facility)  ., and one for our cart - mobile food facility - and technically another for our mobile auxiliary unit. All with the capital A for the letter grade...  oh, man, and in the works as we just got approval from the city to build  - is our restaurant permit. Mind you, we are not sure how much we want to build at this present moment... The plans are pretty much complete but know that we never intended or shall i say wanted to be a restaurant, however, in renting the northpark HQ space - for the sake of having a garage to move our office into, store our farmers market equipment, and have a test kitchen -- we have slowly and organically grown into something larger than ourselves. Something our immediate community seems to love. Something strangers via yelp somehow find.

--- i think that was one long run on sentence...

Okay, so for the past year we have done what some would call - proof of concept - we did if for the third time in the sense that we had to do it first with the farmers markets (2010/2011) then secondly with the wholesale accounts through local artisan hipster coffee shops such as the Coffee & Tea Collective (2012/2013) and then last year with our retail through our waffle HQ (fancy abbreviation for office and headquarters.) We spent zero dollar on marketing, avoided traditional retail signage (and secretly chuckled every time someone told us that that was the one thing we really needed.) , and if you hadn't noticed - we never did a grand opening (because in our minds it was never quite that grand) and yet with all that we have been blessed to receive much praise and free press -- on the flip side a few complaints and nasty comments (yelp - comment on previous post, etc) I guess you gotta take the good with the bad., the five stars with the ones... the foodies with the food nazi's...  it's hard not to take things personal when you put your life into them., however, everything is personal., which is why we do what we do.. not to turn tricks and make money but before that - we do what we do because we like to make people smile., bring them to a new happy place... give them a reason to socialize over a meal., and sometimes survive as we pass out meals., I always try to keep a waffle or two in my car and pass them along to those who seem to be less fortunate. I don't have much - but i do have waffles., 

Ok, i'm starting to rant... what was my point supposed to be... oh, we are not a food truck although we operate like one., Our goal isn't to be restauranteurs, however things are leaning that way so that we can serve you with our greatest degree of excellence. Which honestly, isn't much with this humble little business... we started with one iron and a batch of belgium flour and pearl sugars. We rented a garage to store equipment and have a test kitchen which turned into some sort of rebel waffle house., We like to think that we are very relational people - our staff as well - so if you ever have an issue, a gripe, an illness, a complain, or even a praise, - please let us know up front and we will bend over backwards to make things right., we did it for the city and we will do it for you.. Godspeed and happy waffling. 

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waffle HQ update

So you may have heard, we are reopening Friday, May 8th. Not the GRAND OPENING we were aiming for but another "soft" opening of sorts. As we've gone down the road of the Building Department of San Diego, as well as the Health Department, we've come to 1 conclusion. If we were to do it all over again; it wouldn't be in San Diego.

None the less; we have started something here and gosh darn it; we're going to see it through to it's potential. With that, we had to ask ourselves; what do we really want to be doing; actually long term...? A full scale restaurant? A franchise? Rooted in SD? No, no, and no. We're not set on being here forever; nor are we trying to create a waffle industry spread across time. We simply enjoy the product, appreciate the loyal supporters, & really want to keep it simple as we dabble in our other vocations.

The City of San Diego really does not like us being in a garage (they have pretty much said "no" you cannot open a restaurant there, we would have to tear down the garage building and start over) however we built out a little food cart and now have a mobile permit that is on the garage property. Ironically we can serve food out of a tent (outside) but not in the walls within a building mainly because we never got permission to do so. Now we have permission to be in our tent but because we are a "mobile food cart" and not a "restaurant" or food truck - we cannot serve "hazardous foods" - this includes eggs. Sorry, no eggs for now folks. This also includes other dairy like items so we have to find a way to can our homemade whipped cream as scooping out of a jar is "not up to code." We cannot cut food items so we have to prep all items off site at our commercial kitchen which will limit our menu as cutting certain foods ahead of time really just doesn't keep them very fresh.

Being in our tent, we simply cannot prep as many waffles. There's not enough space, nor do we want to go on a cooking frenzy and attract bugs or other critters which is why our hours will be limited. We are anticipating selling out most days as we get going as the space we are utilizing on our cart is the same space as a farmers market where we go through about 75-150 waffles a market. On Saturdays, we were going through over 300 waffles a day - as you can see, we just can't make this amount in our tent which is why we have shorter hours.

OPEN Fridays and Saturdays 8am-3pm // SOME SUNDAYS 9-3PM (May 5/10, 5/24) - Why the limited Sunday Hours? We didn't know when we were going to open so we booked out our space a few Sundays in April, May, and June for private events (fun things like birthdays and wedding showers). CLOSED MONDAY-THURSDAY. WHY? Because we are moving forward with our garage kitchen; the city finally approved building (a snack bar; not a restaurant - the intricacies are just confusing so don't ask) so we need time to build the space during the week days.

We either were going to open part time or wait another 2-3 months to open at all and we decided on the former - really for those die hard waffle fans. We are moving away from being this "breakfast spot" and really just being a spot for Liege waffles - in speaking with our business partner on Hawaii, we are going to up our lemonade game and get Wow Wow Lemonade into the mix as well by summer. 

WE ARE A WAFFLE FOOD CART with a sweet little patio backyard. We are still involved in plenty of events and so we'll post a calendar on our site every month so you know where we are, what we are doing, and when you can come by to get a waffle and hang out.

Oh yes, last thing, everything is served "to-go" - not because we are kicking you out but because we are serving/prepping outside and feel it'll be more sanitary to package your goods - you can sit at the table without worrying about a bug flying by and if our space gets super crowded; you are good to go already, PLUS the health department hinted on this being a "better" way to serve our product given our current food permit so we are trying to "follow the rules"

You might think we're making it harder than it is. The fact is that many many eateries never asked for permission to build on their property or change their menu, hours, locations, etc etc - technically you are to inform the City of SD of all these things when their happening (it's like notifying California when your income level changes to make sure your not getting benefits you don't need anymore - you are required to do this but many folks do not) but many have not gotten caught and they probably won't because the City is very busy unless there's formal complaint. Which for us, is what started this whole journey - none the less, we are trying to play by the rules and we appreciate all you trusty waffle lovers being a part of the journey.

God Speed to whatever endeavor you're attempting - may it be a good one.

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the gates are open.

Tuesdays 8am to 6pm 

Wednesdays 8am to 6pm 

Thursdays 8am to 6pm 

Fridays 8am to 8pm 

Saturdays 8am to 8pm 

Sunday closed - (however, we are at the the La Jolla Farmers Market from 9-1pm)

Monday closed - (the HQ is closed but we are running around between our commercial kitchen)

 

Its funny as they don't sell this waffle in belgium for breakfast... so should there be a stateside demand we may stay open later.  

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waffle HQ opening soon

Before summer shines upon us we hope to have the gates open to our new WAFFLE HQ in North Park. We will be offering a limited menu for the first month until we get grounded then hopefully by mid summer we will have a full menu day to day. Also, there will be a DIY coffee bar and our cold pressed lemonade lab. 

 

fun times. 

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