Burger joint folds. Gourmet waffle sandwich concept taps in.
Burger Tap in Morningside has closed.
The gourmet burger restaurant, at 1409 N Highland Avenue, is being replaced by Waffold (gourmet waffle sandwiches), according to permanent and temporary signage at the space.
Burger Tap closed sometime over the weekend, according to several What Now Atlanta tipsters.
WNA sought comment from M-Squared Public Relations, the company that represented the burger joint in its PR efforts up until March, 2012.
“We no longer represent Burger Tap,” a spokeswoman said. “You’d need to reach out to the restaurant directly for a comment.”
So, WNA tried to do just that: calls to the restaurant went unanswered, a visit to the space turned up nothing but brown paper covering the windows and the burger joint’s social properties tapped out long before it ever did.
Developing…
13 Responses
Between the name and the graphic design, I have strong doubts that this “concept” will work. People want restaurants, not gimmicks…
Personally, I like waffles and will probably try this place once just for that fact. But no, this concept will not survive and there is no doubt in my mind about that. Vegas is currently showing 3:1 odds it closes in 6 months or less and 1:2 it doesn’t last a year.
Speaking of closing… how long did Burger Tap even last?
Burger Tap was open for just under a year. What is truly terrible, is that this was a great burger joint with cheap craft beers, amazing burgers that absolutely beat the pants off of the now uberubiquitous YeahBurger and were almost half the price of those other mini-chain Atlanta burger joints.
Shame on you Atlanta, specifically Virginia Highlands, for letting great food and really nice owners disappear from the neighborhood for some half-witted attempt at gimmick-cuisine.
Well, we all knew BT wouldn’t make it, but why replace it with something so gimmicky. How about a pizza place, or breakfast place? Standard eats work people!
Ok, so Burger Taps burgers were decent and their fries were below average. There are TONs of burger competition in Atlanta. You aren’t going to survive with just decent burgers. Also Burger Tap looked like a strip mall restaurant. Morningside / Virginia Highlands is a charming neighborhood. Their residence want to maintain that charm. Sadly early looks at the Waffold logo makes it look like a mall food court restaurant too. I’m crossing my fingers that it is good food. The rumor is that the concept is based on a California based waffle sandwich company called Bruxie. The Bruxie restaurant got good reviews and their menu looks good. If Waffold is a charming little restaurant that reflects the neighborhood and can serve affordable delicious sandwiches I’ll eat there. If not, it won’t last any longer than Burger Tap.
AP: Shame on Atlanta? Yeah right, shame on the owner for opening a redundant concept so close to so many other established burger joints, with an uncomfortable and sterile interior design, and expecting to make money. And I believe it’s the same owner(s) that are now scrambling to open this waffle sandwich thing. I must’ve drank my haterade today but I think it’s just poor strategy. It’s the same team from Yoforia (copycat of California yogurt chain) and, surprise, there’s a small chain of waffle sandwich places in California called Bruxie…anyone care to wager on how similar Waffold’s will be?
Lets see how many restaurants this group can fail at opening this year.
People in Atlanta who don’t want gimmicks need to move. Atlanta itself is a gimmick. Atlanta thinks of itself as New York or Paris or LA, with it’s 400k or so population.
Being someone who lives within a 30 second walk of (former) Burger Tap, this place did NOTHING to engage the community. It wasn’t until we went to their facebook site to check out details of the closing that we realized they hosted trivia (? they did??) and had dollar beer nights. Their marketing & advertising needed serious help. Seems to be the same way with Waffold considering googling the name brings up zero information.
I thought business loans where hard to get. I’d l like to see their business plan for Burger Tap and now this. I can’t see this new concept working either, honestly, seems devoid of simple business sense to me.
Google search came up with a menu that looks almost identical to burger tap. You would think these idiots would learn that changing the bread from hawaiian to waffle, wouldnt really make a difference. If these are the same owners then someone wasn’t smart enough to just say “Hey, maybe Waffold is a terrible name and why would we open a different concept but with the same menu?”
Burger Tap was destined to fail from day 1. Go to Grindhouse and see why BT was doomed
No offense to Jong Pierre Kim but this “bubbly cutesey asian style” he is trying to inject into his restaurants just isn’t translating well like it does at the Yoforia frozen yogurt chain. I don’t think he understands what Atlantans want.