Bruxie’s, a fast-casual waffle sandwich chain, has finalized their plans for expansion. Founded in 2010, the chain currently has 7 locations, mostly in Southern California, and are scheduled to open their first international location in South Korea, in April. In addition to crossing borders, Bruxie’s is going through a few other major changes. Co-founder Dean Simon has stepped down as CEO and has been replaced by Anthony Smith. Smith is the former president and partner of Paul Martin’s American Grill, and with that experience under his belt, he is hoping to lead Bruxie into a successful future.
With a change in leadership, comes a change in positioning as Bruxie now represents themselves with the tagline, “The original fried chicken and waffle sandwich.” The chain has reworked their menu to focus the concept specifically on their fried chicken and waffles. The goal of repositioning themselves is so that when customers think of fried chicken and waffles they think of Bruxie. In addition to a menu change, they’re also upgrading the design of their locations. Bruxie is currently redesigning their existing location in Irvine, California, which will serve as a prototype for future locations. A new storefront and menu also mean the rollout of delivery service, online ordering, and digital menu boards. Oh and not to mention craft beers and wine on tap! We expect to see great things with the growth of this company!