Waffle Love opens first stationary shop

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The Red Wonder starts with a standard caramelized waffle smothered with Biscoff (a European cookie spread known as "speculoos" across the Atlantic), covered with whipped cream and finally topped with raspberries and strawberries. (Photo courtesy of Waffle Love.)
The Red Wonder starts with a standard caramelized waffle smothered with Biscoff (a European cookie spread known as “speculoos” across the Atlantic), covered with whipped cream and finally topped with raspberries and strawberries. (Photo courtesy of Waffle Love.)

He knew one thing. He wanted to do something with his life that he was truly passionate about. Faced with the problem of his recent job loss as a banker, the young family man was determined to find a way to turn his problem into something positive.

Adam Terry’s optimistic attitude and motivation to succeed led him to purchase a $1,300 used truck to start his very own restaurant on wheels. With a little —or a lot — of TLC, the Orem native turned the interior of his truck into a kitchen and the exterior into a work of art. This masterpiece became known as Provo’s own Waffle Love.

The quick success of his new business allowed Terry to open other trucks with the same colorfully painted exterior that have been attracting customers since the beginning. The high demand for Waffle Love’s beautiful and tasty dishes continued to grow until they opened a fixed location earlier this year.

“We couldn’t do it without our customers,” said Waffle Love manager Brent Wight. “We feel so lucky to have such great support from customers and blessed from God to have such success.”

Wight, Terry’s brother-in-law, said when Terry first told him about his waffle truck dream, he couldn’t see the vision himself.

“I was like, ‘you’re an idiot,'” laughed Wight. “But it ended up becoming a quick success, and now look how far it’s come.”

Getting started with many donated hours from close friends and family, Waffle Love now employs about 30 people with the three trucks and store including a franchised truck in Arizona.

The waffles sold at all Waffle Love locations are made from a yeast-based dough and are specked with pearl sugar for added sweetness. The traditional Belgain dough rises creating a flaky center, while the sugar melts and caramelizes on the waffle iron. (Photo courtesy of Waffle Love.)
The waffles sold at all Waffle Love locations are made from a yeast-based dough and are specked with pearl sugar for added sweetness. The traditional Belgain dough rises creating a flaky center, while the sugar melts and caramelizes on the waffle iron. (Photo courtesy of Waffle Love.)

Terry “will go wherever his following wants him to go,” Wight said. It is their following that has truly launched the booming business into what it is today. “We got lucky and had some social media savvy customers to get the name out and never had to do much advertising ourselves.”

When the menu is as delicious as Waffle Love’s, people are more than willing to spread the word by recommending it to friends.

“I kind of wouldn’t give them an option. I’d just be like, ‘Oh, you’re hungry? You’re eating here,'” said customer Brittany Carlile. “It was basically the best thing I have ever had in my life, and I’m a waffle person. That’s my breakfast food of choice. I will probably have waffles catered at my wedding.”

Luckily for Carlile, Waffle Love is available for catering.

“We do all types of events,” said Melissa Faris, Waffle Love employee. “Weddings, businesses, drop and go. … There’s a variety of options. Basically anything you could want a waffle for, we can help you.”

In less than two years since its opening in spring 2012, Waffle Love has grown more than the owners could have anticipated. Those working for the company love what they are doing and humbly give credit to their loyal customers for their continued success. Wight expects Waffle Love to grow.

“Hopefully we get to keep expanding,” said Wight. “That would be the goal.”

The Waffle Love store can be found on 1796 N. 950 West in Provo. Waffle trucks can be followed on the company Facebook page and on Instagram under the name waffluv.

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