Adrien Noterdaem on Belgian Comic Art and Bruges Franchise Restaurants

Belgium is famous for their creation of comic art. As an attempt to bring a more authentic look and feel to our franchise restaurants, Bruges enlisted Belgian comic artist, Adrien Noterdaem, to create a comic mural inside of our newest restaurant location in Draper, Utah. This store will serve as a prototype for future franchise restaurants, and is an exciting milestone for the Bruges franchising brand.

Philippe Wyffels, Co-founder of Bruges Waffles & Frites, and CEO of Bruges Franchising, had the opportunity to sit down with Adrien and talk about his experience as a comic artist.



Philippe: What’s your experience with Belgian illustration?

Adrien: I have always enjoyed comic books, and even studied some in school. Drawing has always been a passion for me, so I am pretty sure that’s what I was meant to do.

Philippe: Being from Belgium, does that make your relationship with comic books different?

Adrien: Comic books are everywhere, so it’s difficult not to enjoy them. They are different in every culture, but there are three main styles of comics: those are US comics, Japanese comics, and European comics with influences specifically from Belgium. The biggest difference though comes in the way the readers consume them.

In the US, they are fun and usually printed on paper and get thrown out after a period of time. In Japan, the comics are geared toward different age groups, which can read them and then toss them when finished. However, in Belgium, comics are seen as works of art which people want to own, show to their friends, or keep in libraries for others to see. The pages of original comics are usually signed by the author, and if you are the owner of a comic book, you can’t sell it, for it is a true masterpiece.


Philippe: What were your thoughts when Bruges approached you about developing a Belgian comic in a mural format for our franchise restaurants? Was this your first time doing a mural of comics?

Adrienne: I thought it was a cool idea and quickly saw what I wanted to do. Every day I am influenced by murals and messages, and I really saw what I wanted to do as a comic mural for the restaurants. I have done a giant comic book page, but this was the first time I had created a mural of this size. It turned out to be a bigger challenge than I expected, but I am happy with the end results.


Philippe: Are there specific things painted into the mural that are part of your vision that people may not realize are there?

Adrien: The idea behind the mural was to not only look on the city of Bruges, but also add some stories to catch the eye of those in the restaurant. I mixed the history of the city of Bruges with the history of Bruges Waffles, and each comic depicts a story of one of the items on the menu–like the waffle monster being followed by a policeman– which is quite typical of a Belgian style comic book. The idea was to make the mural as Belgian as possible so that when people see it, they can tell it is a Belgian comic because of the iconic style.
We are excited to showcase Adrien’s work in our new location, and look forward to working with him in the future! Bruges is currently offering restaurant franchises in Arizona, Colorado, Idaho, Nevada, Oregon and Washington. To learn more about our franchise opportunity, visit our online discovery center.

Draper Location of Bruges Waffles and Frites Opens Big, Delights Customers

Opening of new location gives restaurant franchise a little Belgian magic

OCTOBER 23, 2015 (DRAPER, UT) – With the opening of the Draper location of Bruges, Waffles and Frites, residents at the south end of the Salt Lake Valley are excited to have a little unique, home-grown restaurant come to their backyard. So excited, in fact, that the new location opened to long lines and a constant stream of people coming to try out the legendary Belgian Liege Waffles.

“I’ve been to the downtown location many times,” said Rosa Mientes a resident of Draper who attended opening day at the restaurant. “This is fantastic. The food is so unique and interesting, plus it’s not something you have every day. I always like to joke that I feel like Belgian tonight instead of Mexican and now that the new location is here, I can go whenever I want!”

Steve Johannsen of Draper, felt the same way. “Having a restaurant of this caliber, with the quality of food, right near our house means that I finally have a place to go that isn’t fast-food or a chain restaurant. And since there are so precious few interesting places to eat, I can’t wait to start eating at Bruges regularly. Besides, I love waffles.”

Pierre VanDamme, owner and founder of Bruges, Waffles and Frites says that everyone seemed to enjoy themselves quite a bit. “We were packed for most of the day, but I didn’t hear much in the way of complaining. In fact, most everyone I talked to said that they would wait in line for this kind of food if it meant they could get it on a regular basis. That’s very gratifying to hear because as a restaurateur, all you’re hoping for is that people have a good time and they enjoy their food. And, the better the food, the more people will enjoy their time with us. It’s that simple really.”

Even the kids got in on the act. Colin Parker, age 7, said of the new restaurant, “it’s cool. I like the waffles. They were really good.” Mom Heather said that it’s nice to have a family friendly restaurant that serves good food everyone can enjoy. “I know that if we come here, we can all find something we like and my kids can get food that’s well prepared and not something out of a box or a drive-thru.”

“One of the best things about working at Bruges is that this is a really great environment,” said Emily Smith, one of the employees at the restaurant. “It’s so nice to work with good people who want to serve the public, but also to have the opportunity to serve so many people who love Belgian cuisine—it’s amazing. I’m just glad that everything has worked out so far.”

It has indeed worked out and now Bruges, Waffles and Frites is turning its restaurant into a franchise that can delight and surprise people everywhere with it’s excellent service and unique, top-of the line food that will melt tastebuds.

Why Downtown Provo Loves Bruges, And Why You Should Too

Jack, from ‘Downtown Provo Eats’ recently found out the reason behind all the hype of Bruges Waffles & Frites.

Jack had never before eaten at Bruges because he thought of it as simply waffles that he could make at home. In a matter of minutes, the Bruges team had him make and taste a Torpedo Waffle® (Liège waffle stuffed with Belgian chocolate), and a Freak‘n Dog (Belgian-style frikandel sausage covered with onions, mayo, curry ketchup, with a side of frites). After one bite, Jack understood the hype. He said, “This is like a party in my mouth, and all these sweet Belgian people are invited!”

So, what is it that makes Bruges so different? As Jack soon learned, Bruges is more than just waffles, but prides itself on authentic Belgian comfort food. We serve

a variety of waffles including the Torpedo Waffle® that Jack ate, the Waffle Monster®, and even on-the-go chocolate covered waffles. While waffles are our specialty—they are in our name after all—you can also expect to find a variety of waffle sandwiches, Flemish Stew, the Ricky Burger, The Freak’n Dog, and our very own signature creation—the Machine Gun Sandwich®. Along with those options, we also feature Belgian style fries—frites—that are best served with one of our many homemade dipping sauces.

Bruges began selling our Liège waffle on a waffle cart at the farmers market in downtown Salt Lake City. The demand for authentic and delicious Belgian waffles encouraged us to open our first year-round restaurant location in downtown Salt Lake. After expanding our menu to feature frites and a few specialty sandwiches, Bruges opened three other Utah restaurant locations in Sugar House, Provo, and our most recent store in Draper.

Bruges Waffles & Frites is continuing to grow, and is currently offering restaurant franchises to select communities in Arizona, Colorado, Idaho, Nevada, Oregon and Washington. Be the first to bring a bit of Europe to your community, and teach your customers exactly what Jack learned: Bruges Belgian comfort food is so much more than waffles, and there is a reason behind the hype!

Waffle Monster Doesn’t Scare Away Waffle Eating Contestants

In conjunction with National Waffle Week, Bruges Waffles & Frites kicked off the grand opening of our newest restaurant location in Draper, Utah, by hosting a Waffle Monster® eating contest. The double Waffle Monster®, which consisted of four Liège waffles topped with speculoos cookie spread, vanilla bean ice cream, strawberries and blueberries, wasn’t scaring anybody!unnamed

The seven contestants that participated included local KSL broadcaster Haley Smith, and KSL provided live coverage of the action. The winner was awarded with one free waffle a week for a whole year!

Support for the new location was overwhelming, and Bruges feels very welcome in our new community! In honor of the grand opening, we also held a ribbon cutting ceremony with many Belgian dignitaries in attendance. Some of these included Deputy Chief Thomas Lambert of the Belgian Embassy to the US; Rudi Veestraeten, Consul General for the Western US; Franz Kolb, Utah Governor’s Office of Economic Development; Patrick Didier, Honorary Consul for Utah; Draper Mayor, Troy Walker; Draper Chamber President, Bill Rappeleye; and other Draper city council members.

As Bruges continues to grow, we are excited to announce the next chapter in our story—Bruges restaurant franchising! With our continued growth through the years, we are excited to keep up the momentum by offering restaurant franchise opportunities to select communities in Arizona, Colorado, Idaho, Nevada, Oregon and Washington. Bruges is taking a different approach to restaurant franchising by encouraging collaboration and idea sharing among peers—and of course a uniquely delicious menu.

The fast-casual restaurant market is outpacing the standard fast food industry by offering alternative menu options made from fresher ingredients. Bruges restaurant franchising couldn’t be more excited to be joining this industry at this time of explosive growth! Are you ready to bring a bit of Europe to your community and be the first to introduce the Bruges restaurant franchising concept?

Bruges Waffles and Frites Begins Franchising Restaurants, Aims Big

Utah-based restaurant hopes to bring authentic Belgian food to the masses

OCTOBER 9, 2015 (SALT LAKE CITY, UT) – Bruges, Waffles and Frites, a franchise restaurant serving authentic Belgian food is looking to expand its footprint. With four locations already along the Wasatch Front, the restaurant is making a name for itself among locals and foodies alike—with their unique, authentic take on true Belgian Liege Waffles leading the way. Recently, the company opened their fourth location in Draper, UT and hopes to use that location as a template to expand the restaurant further.

“I’ve always wanted to take the restaurant beyond our initial restaurant,” says Pierre VanDamme, owner and founder of the franchise. “Franchising restaurants gives us the opportunity to grow of course, but more than that, it allows us to continue refining the menu and making sure everyone has a good experience when they come to visit us. Plus, at the end of the day, more people get to eat my grandma’s waffles and really, that’s all that matters.”

For Bruges, Waffles and Frites, the Draper location is just the start of their expansion plans. While they do have to additional locations in Utah, plus the original downtown, the Draper location has given them what they feel they need to be successful. Said VanDamme, “The people of Draper were just fantastic. And, they’ve been really patient with us as we worked out the kinks. We believe that Draper can serve as a guidepost for franchising the restaurant to other locales outside of Utah and so we’ll always be looking at the Draper store for guidance.”

For members of the community, the feeling is mutual. “I do hope they have success outside of Utah—they certainly have the restaurant to do it,” said Jane Gates, a Draper resident. “Plus, I love seeing local Utah businesses take over the world. And there really isn’t a better place that this could happen.”

“For us it’s always about finding the next Draper—and that includes location, sourcing food, but above all, it has to include a good community, one that loves food as much as we do. There is no shortage of those, for sure, but it’s much more about finding the right community to join and offering to be a helpful, clean and great partner with the larger town and city.”

For more information on when a Bruges, Waffles and Frites might be coming to you, visit their website at Their newest location in Draper is located at 541 E. 12300 S.

Great Minds Think Alike: Bruges Restaurant Franchising and Apple Both Use Belgian Comics as Decor in New Locations

imagesApple’s newest store location in Brussels, Belgium will feature comics by local artists from the area. Since Belgium is famous for its comic art, it makes perfect sense to integrate that culture into the store’s design. Apple recruited 20 artists and requested that each tell their own story about Brussels through a series of five images to help visually represent the new store location.


One of the artists featured in the store’s design said, “I don’t draw because I’m an illustrator, I draw because I like the power of illustrations to tell my stories.” Though the comic culture in Brussels is old, it is also very active. It is a challenge to walk through the streets of the city without being confronted by comic art. Artists young and old have the power to tell their stories through these illustrations, and hope that others who view them will find a piece of themselves in the artwork.


Apple featuring authentic Belgian comics in their store design is proof that great minds think alike. Bruges Waffles & Frites recently opened its newest restaurant location in Draper, Utah. The store, which will serve as a prototype for future restaurant franchises, also features comic artwork by Belgian artist Adrien Noterdaem. By featuring this artwork, we hope to add to the true European dining experience by incorporating Belgian culture into the look and feel of the restaurant.



Noterdaem is best known for his “Simpsonized” series where he turns celebrities, TV and movie characters into animated versions as they would look on the Simpson’s series. As an illustrator, Noterdaem also works as an art director in the advertising and digital communication world.
Bruges is currently offering restaurant franchising opportunities to entrepreneurial minded individuals in Arizona, Colorado, Idaho, Nevada, Oregon and Washington.  To learn more about our company, visit our online discovery center.