Bruges Waffles & Frites to open new location in Draper

By Faith Heaton Jolley

March 28th, 2015 @ 10:45am

Click here to watch a video of Bruges Waffle & Frites.

Photo Credit: Courtesy of Bruges Waffles & Frites

Bruges Waffles & Frites owner, Pierre Vandamme

DRAPER — A Belgian man with dreams of creating authentic Liege waffles in Utah will be opening a fourth location for his store in July.

Pierre Vandamme grew up in Brugge, Belgium, enjoying traditional Belgian waffles as a child. He moved to Utah in 1994 while working as a pilot. After being laid off from his job, he decided he needed to “reinvent” his life and pursue his interest in the food industry.

“I had to innovate a little bit,” he said. “I always wanted to do something in the food industry. … We took my grandma’s (waffle) recipe and had to adapt it a little bit and that’s how it started.”

Vandamme started Bruges Waffles and Frites in 2004, originally selling his delicious cuisine out of a food cart on Main Street in downtown Salt Lake City and at farmers markets. He said it was very cold during his first winter selling outside and “Get Gephardt made us try a heated scarf,” he said, laughing.

In March 2009, he opened his first restaurant in Salt Lake City and his brother-in-law moved to Utah from Belgium to help him with the business. They opened a second location in Sugar House in 2012.

The caramelized, Liege waffles and crispy, double-fried frites continued to draw crowds, and in 2014, Vandamme opened his third restaurant in Provo. They also began using a “waffle bus” in 2014 to cater events. Wednesday, he announced he’ll be opening a fourth location at 541 E. 12300 South in Draper.

vive-la-differenceVandamme credits his success to the freshness of his food and the traditional, Belgian ambience in his restaurants.

“I think what people really appreciate is that we are doing this traditionally found food that you find in Belgium,” he said. “It’s very traditionally done. It’s done in the old way. We do everything fresh.”

Each Bruges Waffles & Frites restaurant includes an outdoor patio and Belgium decor because Vandamme said he wants people have an authentic experience.

“I like to keep it, as much as possible, like you would find in Belgium,” he said. “When the customer comes in, we really want them to be like, ‘Wow, we are in Belgium here. This is what you find in Belgium ….’ That’s what we are trying to relay to the customers and have them feel this atmosphere and this warmth.”

In the new Draper location, Vandamme plans to leave exposed brick on one wall and to have a tile floor to give a European feel. He said they also plan to decorate with comics because “comics are very big in Belgium.”

Vandamme said he also plans to eventually franchise the restaurant. However, he said he’ll continue running the locations in Utah.


Bruges Waffles and Frites Score in US

This is a translation of the original Belgian article, click here to see original.


Bruges Fast Casual Restaurant Franchise Owners from Belgium

Pierre makes a nice pun advertising for its waffles and fries. – Kos

Bruges-native Pierre Vandamme (51) scores in the States with his Bruges Waffles & Frites. He will open his fourth restaurant in July and coming soon possibly even more. “Why should I restrain myself? The sky’s the limit!” Says the ambitious man. “But I still miss Bruges.”

Nothing tastes as good as crispy fries with homemade mayonnaise or a fresh Liège waffle. Tourists from around the world come to Belgium to taste the delicacies. But Pierre Vandamme from Bruges brought just that Belgian culinary pride to the American state of Utah, under the banner of Bruges Waffles & Frites. In metropolitan Salt Lake City, he has three restaurants and he will soon open a fourth. Within two weeks, he will start franchising, so there may soon be locations across the entire United States. Another step in Bruges success.


Brother-in-law Frederic Bosteels (42) and owner Pierre Vandamme (51). - Bruges Waffles & Frites

Brother-in-law Frederic Bosteels (42) and owner Pierre Vandamme (51). – Bruges Waffles & Frites

“In 1994, my wife Marie had an opportunity to move to Salt Lake City to work for a company that did aqua-farming. We didn’t hesitate and left for America. I had family who lived in the United States and it was always our dream to settle here. I have my certification as a pilot and could work at the same company. I also worked as a pilot for cargo companies for a while, and finally worked for the famous Sky West Airlines,” says Pierre.

When the man resigned after a disagreement with a flight instructor, he decided in 2004 to change course. “The resignation was hard. But after a while I came up with the idea of ​​doing something in the food industry, which I had always played with in my head. I liked the idea of being with people after all the time I had spent staring at the cockpit of an airplane.”

Pierre did not have to think about what he wanted to serve the American people. “I had good recipes to make waffles and I knew the best way to make fries and sauces. So I thought, ‘Why not try it just with a food cart.'” I got a great response to my food and decided to set up my stand in a Farmers market in Salt Lake City. It was a great success and I did it for five years.”


One of Pierre's three restaurants—where Manneken Pis obviously cannot be missing from the interior. - Bruges Waffles and Frites

One of Pierre’s three restaurants—where Manneken Pis obviously cannot be missing from the interior. – Bruges Waffles and Frites

In 2009, Pierre founded his first restaurant in Salt Lake City. “I started with something small across from the park. It could sit six people inside, but there was a large terrace. In the beginning it wasn’t easy, but eventually things went better. Then we were featured on national television, in the program “Man V. Food”, and everything took off. I had found a niche in the market. In 2012, a second restaurant soon followed with a third in 2014. In July we will open a fourth restaurant, ” explains Pierre. “Why are the people of Utah so crazy about my waffles and frites? I make the food in the traditional way and people like that. In addition, there are many Mormons (members of the Mormon church community, ed.) that live here. They visit Europe frequently, and they know the tastes of Belgium and are fond of them. ”

Las Vegas

Meanwhile, Pierre has thirty people working under him in his three restaurants. Also, his brother Frederic Bosteels (42) moved to America with his family four years ago and is now the right-hand man of Pierre. “Within two weeks we will start franchising. Already people are calling asking if they can open a store under our name. We will contact people who we know are interested now. Maybe in a few months we will be ready to open a new restaurant in Las Vegas. It shouldn’t go too fast though, because we want all new affiliates remain equally authentic,” the owner continues. “But why should I be limited to the state of Utah, when all Americans will love our products?”

Red Devils

Although his American dream seems to be coming true, he still misses his beloved city Bruges. “My mother still lives in Bruges, so we do try to visit Belgium once a year. I also miss the delicious Belgian food—something simple as tomato-shrimp—at the mere thought I start salivating. Here you have take the car for everything, while I could go anywhere in Bruges by bike,” said Pierre, who also is happy that he can draw attention to Bruges.

Manneken Pis

Manneken Pis

He makes up for missing Bruges and Belgium amply in his restaurants. “I make the decor as much like Bruges as possible. In the restrooms hang pictures of Tom Boonen and Eddy Merckx. Now I’m looking at pictures of the Red Devils to hang in every restaurant. In addition, we also import many Belgian products such as sugar, speculoos, and chocolate, of course, to use in our dishes.”

Back to Bruges?

As for the future, Pierre laughs. “Probably I am increasingly concerned with franchising, working to make sure we keep the authenticity. As a result, I will be less active in the local restaurants. But anyway, I want to win over the USA. Would I ever open a restaurant in Bruges? My four children were born in the USA, so it wouldn’t be simple to do that. But I feel solidarity with Bruges, so I don’t rule that out,” smiles Pierre.

Bruges waffle baker pursues the ‘American dream’

Translated from a recent feature on Bruges in Belgium on April 1, 2015


Pierre Vandamme with brother Frederic. A fourth store will open soon.

Pierre Vandamme with brother Frederic. A fourth store will open soon.

BRUGES – From a waffle vendor with a cart to the owner of four restaurants and plans to expand with franchise locations across the U.S., Bruges émigré Pierre Vandamme (51) is living large with Bruges Waffles. For four years, Vandamme ran a waffle cart on the street and in parks selling home made waffles to the public. A year later he added french fries to the limited menu. It turned to be a great success, and after another year he opened his first Bruges Waffles restaurant.

Within a few weeks, he and a business partner will launch a franchise system with plans to expand the Bruges Waffles brand all over the country. “We’ll begin in Denver, but we think it will become big. In about five to ten years, we want hundreds of Bruges Waffles in the U.S.”

“The name Bruges is an asset. It’s surprising how well my town is known by Americans, “said Vandamme. Click here to read more in The News on Wednesday, April 1st.