Snazzy digs give diner food a step up

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Snazzy digs give diner food a step up

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The sweet, satisfying Very Berry Waffle Cake.

Mediocre family-style chain restaurants, revolting fast-food joints and shady roadside breakfast shacks litter the suburban American culinary landscape. But among the three, I have to admit that I am a big fan of the last.
Denny’s, Waffle House, IHOP ― name the place, and I’ve been there. Something about a slow, syrup-soaked brunch makes a weekend afternoon better, even if the vinyl-covered booths and smoky air leave something to be desired.
Here in Seoul, The Waffle Factory, located on the main drag outside Namsan Tunnel 3, is quite a different breed of brunch restaurant. Everything about this little nook is artsy, from its colorful, modern interior to its swirly sun logo. Chances are, while you chow down, you’ll also be grooving to some chill alt-rock.
From the piped-in playlist down to the slick design of its business card, all the details at The Waffle Factory appear to have been carefully selected. Its owners, Ji Hyeong-weon, or “Mari,” and Im Seong-kyun, or “GQ,” are to thank. The duo started out as musicians (hence the nicknames), but, as Ji says, it was hard work that didn’t pay well. Hence, The Waffle Factory was born.
So can these musicians cook?
In a word, absolutely. Perhaps all those years exercising their creative, right-brain muscles prepared Ji and Im for the artistry involved in creating a gorgeous meal.

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A surprisingly supstantial serving of French toast. Photos by Kang Uk-hyun

However, this doesn’t mean that the duo necessarily runs a tight ship. Although Koreans are famous for their ppali-ppali (hurry hurry) mentality, don’t expect speedy service here. While I thankfully found an open table, it was unbussed. This tiny eatery gets busy on weekends, and the chef’s careful attention to detail really slows down table turnaround.
After staring at some past patrons’ dirty dishes for far too long, I finally let out a holler to have my table wiped clean. Then I set to the task of actually choosing my brunch.
Thankfully, the menu features remarkably good English. And unlike Suji’s, the divine (if overpriced) breakfast joint about a 10-minute walk down the street, the prices are quite reasonable.
After a bit of my impatient menu-tapping and whining, our busy waiter finally came to take our order.
Famished from the wait, I decided to give my blood sugar a jolt of jet fuel with the Very Berry Waffle Cake (8,000 won, $8.46), which is appropriately listed under the “Dessert Waffle” section of the menu. A word to those with a less zealous sweet tooth: While great for post-dinner, this section of the menu is sickeningly saccharine for breakfast.
The Very Berry is two layers of crisp Belgian waffle ringed by a fluffy mountain range of whipped cream and topped with a dollop of cassis (or black currant liqueur) cream cheese, blackberries and raspberries.
It’s delicious, at least upon first bite. But the sheer size of this mammoth, plus its sweetness, can be diabetes-inducing. I could do without the cassis cream cheese, too. Its heaviness seems to weigh down the lighter elements of the Very Berry. It’d be better suited for a bready bagel, which I didn’t see on the menu.
The regular Belgian waffle (6,000 won) comes with a choice of butter and compote. My friend went with the honey butter and the gold (pineapple and kiwi) compote, along with a side of wedge potatoes. This meal featured a better balance in flavors, with the savory potatoes complementing the tangy, sweet compote.
Our other dish, the French toast (5,500 won), was the best among the three. The slices of bread come in thick, hearty slices, light on the egg. With just a light dusting of confectioner’s sugar and the violet (blackberry and cassis) compote on the side, the French toast was magnifique.
The Waffle Factory’s beverage choices are varied, with everything from orange juice to espresso to even beer. While the orange juice (4,000 won) seemed a bit pricey, I decided to splurge. OJ turned out to be a good decision, as it comes in a large glass and is far better than the bottled Minute Maid I buy from E-Mart.
Ji and Im put their fancy espresso machine to good use on their coffee drinks. The caramel latte (5,000 won) was creamy, hot and just right.
With my belly full from The Waffle Factory’s offerings, I felt a bit bad for being such a brat about the dirty dishes and the slow service.
After all, while Denny’s may get you in and out fast, I think I’d rather sit back and enjoy these far nicer surroundings.

The Waffle Factory
English: On menu, some spoken
Tel: (02) 790-0447
Address: 561 Itaewon-dong, Yongsan District
Subway: Noksapyeong Station, line No. 6, exit 2
Hours: 9 a.m. to 11 p.m., seven days a week
Dress: Casual

By Hannah Bae Contributing Writer [hannahbae@gmail.com]
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