Waffles a snack food? The Chocolate Waffle.

 [rating=3] Located BELOW the food court of Hawthorn Shopping center in Vernon Hills, is a stand-alone dining space called The Chocolate Waffle. Most people seeing the name “waffle” might think a breakfast spot ( eggs, pancakes, omelettes etc), but not at The Chocolate Waffle. This is not a place to stop for breakfast, lunch or dinner, but more like a break or snack during a shopping trip. We went this Memorial Day holiday, where the mall was less traveled ( I was surprised to even see some stores closed), just Jane and I with two of our granddaughters, Sarah and Rebecca. FYI- the menu ate The Chocolate Waffle is fairly limited; waffle sticks ( Sarah LOVED the  red velvet) , Panini’s ( Jane enjoyed hers) and waffles ( I had the Liege Waffle with pearl sugar- delish!). Because mall shoppers often have little kids in the mix, they also offer a grilled cheese sandwich ( Rebecca had one of those, because most of the waffles were too rich for her taste).

They have many beverages like juices, milk and coffee ( might I suggest to them getting a single serve machine to offer each customer faster service and more choices) and while it is a fun place to visit, the limited menu probably means less visits per diner. Although if Sarah worked in the mall, she might be a daily visitor. There are a great many combinations toppings ( 12) and spreads and drizzles ( 12), so each of us was able to customize, or if ready to accept the norm, as I was, do the standard specialty. I did the Smores version with Nutela ( I had never tried before and now see what all the fuss is about) with the graham crackers and mini marshmallows. By the way, you can add ice cream as well, which then makes this place an after movie or dinner dessert destination.

The Chocolate Waffle is owned by a local couple Hamid Javed and his wife, Yumna Idrees

below is an interview with Hamid.

THE CHOCOLATE WAFFLE

1. Why did you decide to open The Chocolate Waffle?
2. -I always had an entrepreneurial mindset and after seeing the Nutela café line on Michigan avenue, we saw opportunity and people love Nutela. After doing some research, I came across waffles and different kinds of waffles and my wife and I thought it would be a great idea since there is not a concept like this around here.
3. Why in Hawthorn Mall?
4. We spoke with several malls in the area and went back and forth several times between malls and kiosks vs inline stores. At the end we decided to go with Hawthorn Mall due to the flexibility of the lease, the location, and traffic.
5. What makes The Chocolate Waffle so special?

There just isn’t another place like this, as far as I know, in the area.  People love waffles and people love the choices they have to design their own waffle.  Our waffle sticks have different flavors, red velvet, chocolate, original, and cinnamon.   In addition, our liege waffles are amazing.  These are a dough based waffle with pearl sugar in them that melt when we cook them in our special waffle irons.  These are more authentic from Belgium and not many places sell them here.

1. Who is your ideal target customer?
2. Ideally, we attract customers who love dessert. Children seem to love the waffle sticks with the colorful toppings and others love the liege waffles.
3. What will make them come in the first time?
4. The smell of the freshly cooked waffles hovers around the mall and it attracts people to come in. In addition, our display of the waffle sticks and décor attract people and get them curious to see what we do.
5. What will make them come back for more?
6. The taste and customer service. We are getting a great response and positive feedback regarding the taste of our waffles. Customers are returning and spreading the word.
7. What are your most popular offerings?
8. I think plain waffle sticks with Nutela and liege waffles are the most popular. Red velvet and chocolate waffles are up there as well.
9. Who else has a similar business? Where are they located?
10. No one in the area has a similar concept as far as I know. New York has wafelss and dinges that I am aware of and California has Wafflejack, but they don’t sell waffle sticks.

The Chocolate Waffle is located on the lower level of Hawthorne Center. at 215 Hawthorn Center. Enter at Sears or Dave & Busters doors.  The phone number is 847-680-1882 and they are open mall hours

visit www.thechocolatewaffle.com