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Waffold folds after six weeks

image003-300x273In somewhat mysterious circumstances, Waffold, the barely-opened waffle sandwich shop that took over the old Burger Tap space in Morningside, has shuttered its doors. This Saturday, patrons arrived to find the windows covered in brown paper and a sign on the door that simply read:

“Due to a series of unfortunate circumstances, Waffold had to close. We appreciate everyone’s support and we thank you for supporting Waffle sandwiches.”

Days after their opening, Waffold found themselves in hot water with a publicist for Bruxie, a similar restaurant in Orange County that owns the trademark on the phrase “gourmet waffle sandwiches.” While Waffold did remove the word “gourmet” from their online branding after the issue came to light, at the time, Waffold owner Justin Lim denied receiving any direct communication from Bruxie’s publicists. A little over a month later, the store is now closed.

So far, Lim has not spoken publicly about the reasons behind the closing, leading some to speculate that the brush with Bruxie may have escalated and contributed to the closing. That has yet to be confirmed or denied at this point.

- By Jon Watson, Food and More blog

14 comments Add your comment

BG

September 12th, 2012
8:21 am

Orange County, California, New York, Florida? More likely it was undercapitalized. Once you cease and desist, your exposure should be greatly reduced.

Stephanie

September 12th, 2012
8:49 am

We went for dinner Friday night @ 6:30 and were the only patrons there. Felt sorry for the staff — it was obviously not going to make it.

Hungry Gringo

September 12th, 2012
9:18 am

Never ate here, probably never would have, but a trademark dispute seriously? That’s some BS. Why are people in Orange County even paying attention to Morningside Atlanta restaurants?

Richard Bagge

September 12th, 2012
11:01 am

Hungry Gringo, you must not be familiar with the way that trademarks work. People in Orange County are paying attention to Morningside Atlanta restaurants because, if they ever wanted to go national, or if Justin Lim ever wanted to go national, the conflicting use of the same slogan would make some lawyers very wealthy. Lim should have Googled the slogan before painting his windows with it.

M Long

September 12th, 2012
1:34 pm

Not to mention Waffolds menu was a direct rip off of Bruxie’s right down to the wording……..Justin Lim should be ashamed of himself.

AzCat

September 12th, 2012
1:37 pm

I know chefs are focused on the food, but was there no one on their team that was able to put together a viable business plan? Apparently not…

dd

September 12th, 2012
1:40 pm

Did legal troubles cause the demise or was it simply that it was a stupid idea. Of all the things needed in Morningside / VaHi, I’m not sure a waffle sandwich shop, gourmet or otherwise, would be on the list.

bongostella

September 12th, 2012
4:41 pm

Did I just post that twice? Doh!

Jrwheel

September 12th, 2012
6:45 pm

Horrible idea for a restaurant, particularly in today’s food culture, and absolutely the wrong neighborhood for it.

ha

September 14th, 2012
5:23 am

waffle sandwiches. eww eww eww.

Baltisraul

September 14th, 2012
9:15 am

dd…….don’t believe they were open long enough to run up much of a legal bill.

Ken

September 14th, 2012
4:39 pm

The concept was beyond stupid. I hate to be so blunt, but it was a stupid concept. As for the legal issue, did the owner seriously not do some checking, or did he just think, “hey, they’re in The OC and I can get away with blatantly lifting their menu (if that is the case as apparently from some other posts it was). As a resident of the neighborhood, I hate to see businesses fail, but this one, before it opened and I saw the “concept,” I knew it was doomed. Burger Tap was likewise late to the “gourmet slider” game and was doomed, too. Burger Tap’s food was fine, but nothing memorable, so if you’re going to be in a common market with Yeah! Burger, you had better be off the chain good. I just hope someone opens a normal restaurant with good food.

*

September 15th, 2012
12:57 pm

whatever the circumstances, it’s got to be tough. I feel bad for all involved.

Jake

September 17th, 2012
4:56 pm

Bring back Caramba! The Burger Tap had decent burgers, but it was just too bright in there.