Battle for breakfast crowd hits the street

Waffle Up took a shot at competitor Jelly. Photo by Burl Rolett.

Waffle Up took a shot at competitor Jelly. Photo by Burl Rolett.

The syrupy breakfast business isn’t always so sweet.

Baker waffle joint Waffle Up took a shot at breakfast competitor Jelly on the sidewalk sign at its 300 Elati St. restaurant. The message, “Don’t be ‘Jelly’ of our waffles,” mimicked the Cap Hill mainstay’s pink and white logo.

Waffle Up set up shop in Baker last year after two years in the food truck business, according to its website. The restaurant serves up plain, powdered and gluten-free waffles with an array of toppings including bananas, bacon, cheese, yogurt, berries and whipped cream.

Jelly has two locations at a 600 E. 13th Ave. in Cap Hill and in the University area at 1700 E. Evans Ave. According to Jelly’s website, the menu features pancakes, French toast, scrambles, breakfast sliders and biscuits – but no waffles.

Waffle Up took a shot at competitor Jelly. Photo by Burl Rolett.

Waffle Up took a shot at competitor Jelly. Photo by Burl Rolett.

A waffle shop took a shot at breakfast mainstay Jelly out front of its Baker storefront.

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