We started with a simple question: why does waffle mix taste like pancakes?

Most waffle mixes are pancake mixes. The texture is wrong, the flavor is flat, and chefs who care about their breakfast program know it — but the alternatives were either inconsistent or impractical to scale.

BruxMix was built to fix that. We formulated our Brussels waffle mix the way Belgian bakers do it: yeast-risen, with real butter, milk, and eggs — not shortcuts. Then we made it practical for foodservice: consistent case-to-case, distributed nationally, and paired with an equipment program that removes the last barrier to running a real waffle program.

We work with hotels, resorts, university dining programs, restaurants, and event venues across the country. Our products are distributed through Sysco, Testa, Vesta, Shamrock, and Odeko.

If you’re tired of pancake batter in a waffle iron, we’d love to talk.

Our story

In 2000, long-time friends and chefs, Dean Simon and Philippe Caupain traveled in Belgium. While in Brussels, Simon was fascinated with the popular and delicious waffles his friend grew up with. They wondered if they could bring the perfect waffle that Belgians are revered for to the US. The discussions became a reality with the invention of the Brux Brussels Waffle. Initially, offered to exclusive fine dining outlets throughout the US and Asia it was clear the demand for the Brussels Waffle was real. Bolstered by customers’ demand in November of 2010, Simon founded Bruxie, Gourmet Waffle Sandwiches, an overnight success.

In 2022, Brant Holland joined the BruxMix team as Chief Operating Officer. Brant first met Dean at Wolfgang Puck’s Spago where he worked for 14 years as a chef. Brant lives in Maui where he notably worked with Chefs Alan Wong, Jeff Scheer, and Taylor Ponte.