HOW IT ALL BEGAN
Waffle Love began in July 2012 at the Provo Farmers Market. Before long, we were rolling around in our first food truck. We were one of the first food trucks in the state of Utah!
Waffle Love, LLC was founded by husband and wife Adam & Melissa Terry.
Soon, Waffle Love started to expand and open up more and more locations — all the while keeping our food trucks going strong. The first brick & mortar restaurant was our Provo, UT shop — which had its first sales in December 2013. This was followed by our Arizona food truck in Mesa, led by Suni Taylor! Several Utah restaurants were born after that: Midvale, Draper, American Fork.
In 2015, Waffle Love appeared on the Great Food Truck Race for the first time!
We almost won.
Waffle Love continued to grow! In California, our Long Beach and Northridge shops opened in 2017. We opened our Valencia shop located in Santa Clarita during the heart of Covid in 2020.
We now have locations in Idaho and Texas, spreading the message of high quality gourmet waffles to the amazing communities in those areas as well.
In 2021, Waffle Love was on the Great Food Truck Race again! It was Season 14: The All-Stars.
We almost won (again). It was a great time!
Our mission: Serve good waffles wherever we are — but also remember that you are loved, in every moment, exactly as you are.
Founder Adam Terry at the Waffle Love grand opening July 2012
Our Story
This Instagram post from November 2013 posted by co-founder Melissa Terry describes pretty well our beginnings: "They say when one door closes, another door opens. It's more like this: when one door closes, another door exists. & it's probably boarded shut & has like 12 different locks on it & the only handle is on the other side of the door. But if you can get all that crap off, and ask really nicely, someone on the other side might twist that knob for you.
"{In 2011}, Adam was working as a banker. He hated it. We were living in a 1 bedroom apartment with our 3 boys saving up for a home when he got fired. Over the next 7 months, we used our savings to pay for groceries and bills while Adam worked his heart out doing concrete jobs and applying for every open position imaginable. I would look at him and smile and say, 'Everything's gonna work out,' & hope he wouldn't be able to tell how scared I was. At times like these, the same phrase in a song would start to play in my head: 'There is hope smiling brightly before you,' & it was enough. I could put the smile back on and keep going.
"Adam had always wanted to own his own restaurant, & I always discouraged the idea. It seemed like there was too much to lose. But when a local restaurant went up for sale, and Adam said he'd like to make an offer on it, all my reasons to be scared were gone. So I smiled & said, 'Okay.' He pitched the owner his best proposal, and the man selling the restaurant pretty much laughed him to scorn. (And really, we can't blame him.) After laying out the plan of how he was going to resurrect that business, he realized that was exactly what he was going to do, but for himself instead of someone else. So he got to work. He turned an old insurance office into a kitchen, and a $1,300 vintage step van into a food truck. With the help of our families, we painted, and plumbed and perfected recipes and set a date to open to the public.
"We were exhausted, and had given it EVERYTHING, but at the end of the day, we just had to hope that people would come. ...and this is where I get emotional.
"You came. You came in 100 degree weather. You came when it was six below. You came and took pictures, and told your friends to come. You offered your driveways to us, and some of you even wrote to The City Councils for us. When our transmission broke down, when our engine was blown, when we were stuck in the snow, you helped us.
"I don't know most of you, but I am overwhelmed with gratitude for you. I wish I could personally thank each one of you. I can't think about it long before crying because, you turned that knob for us. Thank you thank you thank you."
{All these} years after starting out, we continue to operate on principals of faith, hard work, and community. We continue to be blown away by the kindness, enthusiasm, and goodness of the people we get to serve everyday. Love has always been, and will always be the main ingredient in Waffle Love.”
