It was just supposed to be a Saturday morning family gig.

So we had a crazy idea: sell gourmet waffles at the Waco farmers market.

Seth and his wife smiling under the Waco Waffle Co. tent, holding their baby wearing sunglasses — Our family at the market, December 2020.

Excited customer in a red coat crouching beside the Waco Waffle Co. chalkboard sign, holding a plate of chicken and waffles — Waco farmers market.

On our first day we sold almost 100 meals.

We never planned on opening a brick and mortar. This was just supposed to be a Saturday morning family gig.

Then in the spring of 2022, a friend who owned the property where we sit now reached out. He wanted somebody serving breakfast to the people visiting his small development. Would I partner with him, build the restaurant together, and lease it from him?

We built it. Then everything went on hold for 16 months. Permitting, mostly. I thought it would never happen.

In the summer of '23 he reached back out. It was ready to go. Was I still interested?

I said yes. Six weeks later, on August 4th, 2023, we opened for our first morning.

Young girl smiling in a Waco Waffle Co. chef hat and black apron at the market

Waco Waffle Co. restaurant on Halbert Lane in Waco, Texas — Halbert Lane, today.

Now we serve over 100,000 waffles a year. People drive and fly in from all over the country, and we've even had folks hear about us from the other side of the world.

For us it's more than a breakfast place. It's friendships, mind-blowing waffles, and a chance to employ and work alongside the greater Waco community.

Seth

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