Are consumers losing interest in gourmet waffle sandwiches?
Anaheim-based Bruxie closed its out-of-state operation in Colorado. Newcomer Gaüfreé in Irvine, run by former circus performers, has also closed.
Despite garnering good reviews on Yelp, Bruxie said its first “out of state venture” didn’t work. The company, which opened its first gourmet waffle sandwich shop four years ago in Orange, debuted the Colorado location nearly a year ago. The company does not franchise, but it did have local partners in the Colorado market.
However, those “initial partners in that market left the joint venture many months ago,” Bruxie said.
“We hoped the partnership structure we chose would be scalable and it was not,” Bruxie said in a statement sent to the Register this week. “Ultimately the decision was made not to expand further into the Colorado market.”
Bruxie co-founder Dean Simon said expansion remains a priority for the company, which hired industry veteran Dave Barrows as its president this month.
Barrows will oversee the Bruxie’s next growth phase, which includes three new restaurants coming to high profile areas in Las Vegas and Southern California. Bruxie restaurants at Third Street Promenade in Santa Monica and Horton Park in San Diego are expected to open this year.
Simon said Bruxie is also coming to The Park, an open-air dining and entertainment project that will connect New-York New-York and Monte Carlo resorts. Bruxie will be among a mix of restaurants and bars in The Park, which faces The Strip.
“We have the best location up front. It’s a dynamite project,” Simon said.
In Irvine, Gaüfreé closed after opening more than a year ago at Westpark Plaza, according to Irvine Co., the developer. The indie gourmet waffle sandwich shop was run by a family of former Hungarian circus performers.
Paul Hortobagyi partnered with his children to open Gaüfreé, which sold savory and sweet waffles just like Bruxie and Iron Press in Costa Mesa and Anaheim.
“We are sad to see such a great business go,” Irvine Co. spokesman Michael Lyster said. “Despite the best of efforts and intentions, not every concept gains traction in the ever changing retail industry.”
Contact the writer: nluna@ocregister.com