What started out as a single 400-square-foot location nearly a decade ago in Southern California’s historic Old Towne Orange is now experiencing a rebirth as BRUXIE re-opens its original location on Tuesday, September 22nd.
BRUXIE gained instant widespread recognition for presenting a creative and unique take on The Sandwich, going on to become one of the most successful and innovative fast casual dining concepts.
“The introduction of Gourmet Waffle Sandwiches created immediate excitement and sensation,” commented Scott Grinstead, CEO of BRUXIE. “BRUXIE created a buzz in social media and talk shows. More importantly it gained lots of loyal customers – that’s the excitement that we’re hoping to create as we take the concept back to its roots by bringing back menu favorites and the Old Towne Orange charm that has always defined BRUXIE.”
The investor group behind returning BRUXIE to its roots is led by Gordon Miles, the Founder & Chairman of Bubba Gump Shrimp Company Restaurants. Gordon grew Bubba Gump into an operation with annual sales of over $200 million comprising 32 casual seafood restaurants (including 10 in six countries outside the US) before successfully selling the business to Landry’s Restaurants in 2010.
BRUXIE’S UNIQUE APPEAL
BRUXIE’s unique appeal hinges on using a light, crispy version of an authentic Belgian Waffle as the bread component of a sandwich. The waffle, paired with quality seasonal ingredients to create original savory and sweet combinations, presents a chef-driven experience that has a definite “wow” factor.
After making its debut in November 2010, BRUXIE quickly found itself appealing to a wide variety of eaters, from the adventurous to discriminating. BRUXIE went on to be named one of Nation’s Restaurant News’ “Top 50 Breakout Brands” and then found itself at the forefront of the Fried Chicken frenzy by gaining buzz as the creator of The Original Fried Chicken & Waffle Sandwich. As fried chicken concepts grew in popularity, BRUXIE differentiated itself from others as a chef-driven concept and was named one of 20 “Best Fried Chicken Places in America” by USA Today. While the menu continued to get rave reviews for its unique sandwiches that replace bread with satisfying waffles, BRUXIE added more chicken options, reinforcing BRUXIE’s bold and fun image.
BACK TO ITS ROOTS
As BRUXIE reintroduces itself to Orange County, focus will be put on BRUXIE’s unique, defining characteristics, beginning with its authentic Belgian waffles sandwiches. BRUXIE will continue to feature real Wisconsin artisan frozen custard for shakes and other frozen treats, which highlight its family friendly roots.
“We’ve always been considered the ultimate comfort food and we’re excited to bring back fan favorites such as BBQ Pulled Pork and Braised Beef Short Rib Waffle Sandwiches as Throwback Specials,” commented Chef Kelly Mullarney, a co-founder of BRUXIE. “Additionally, guests will be able to bite into a little nostalgia as we bring back original BRUXIE favorites like Hot Pastrami & Swiss and Lemon Cream & Berries.”
