Waffle Love

Business Information

Owner Adam Terry

Name Waffle Love

Location: Utah

Project description


How it got started

Adam has a typical starting out story. Sometimes in our worst moments come our greatest accomplishments, and the start of Waffle Love definitely fits that mold. He was working as a banker and lost his job. He was very concerned about what he was going to do to provide for his family. He purchased an old bread truck for $1300 and fixed it up. They painted the outside, and went to work perfecting their waffle recipe. He wanted to create a product that people would LOVE, not just like, so they called the business “Waffle Love”.

Making it happen

His first day, he sold 13 waffles. He had made a goal to sell 100 waffles a day to be able to keep his business profitable. This could have been a disappointment for him, but he took it as a step towards where he wanted to go. He knew that by selling 13 waffles he could only grow from there.

Since that time, Adam has grown from that single bread truck to 6 trucks and 10 physical restaurants (as soon as the new one in St. George opens). He wanted to make sure that he owned the business, and that it didn’t own him. He states that the key to that is to find excellent individuals that are excited about what you are doing, and helps you to share the load of the business.
use disappointment as a stepping stone Click To Tweet

Loving it

He loves so much about his business, including the word LOVE, but what he loves most is seeing someone bite into one of their waffles for the first time. He loves to serve people something delicious that they enjoy.

A favorite moment for him has been watching his business gain momentum and success. After about 6 months of doing this business, he could see that it was going to take off. Watching the people talk about his business, come into his stores, and really just watching the company grow from nothing to way more than nothing was a huge feeling of satisfaction for Adam.


One of his biggest challenges is training. As you grow, training will always be something that will be part of your business. Making sure you have the same quality in your food in stores that are hundreds of miles away can be a daunting task. If you take the time to make sure your training is set up properly, you will be able to keep that same level of service and quality throughout your business. The company culture and training can then become the invisible manager, keeping employees accountable to themselves and their managers.

Advice for other businesses

The wisdom he wants to pass on to other companies just starting out, is to just start where you are. When you have a great idea, it can be discouraging knowing all of the things you need to get started. If you start where you are, and take one step towards where you want to be, and then another step, those steps will eventually lead to a place you never thought you might be. Believe in your idea, and take a step.

Dream big, and have an open mind Click To Tweet

Watch the video of his interview!