Greenville-based Smash Waffles launched in December 2016. It began as Justin Cox and Hunter Harrison decided to create a mobile app. They first thought about delivering biscuits, but everybody was doing biscuits. So, they considered waffles, but that required a recipe that wouldn’t get soggy. Research uncovered an idea from Belgium that would hold up a few days and stay warm a couple hours. They used it to develop a line of fist-sized waffles infused and loaded with toppings like Nutella, chocolate chips, and breakfast cereals. The flagship operation smashed the waffles in a private kitchen and delivered them about town, selling for $21 a dozen plus delivery charges. In the first five months, the operation grew to employ 15 drivers and delivered 75,000 waffles in Pitt County. By February, Cox and Hunter expanded to Raleigh, opening to a waiting list of over 500 customers. As business continues to boom, the duo announced it will open a sit-down restaurant in Greenville this July. The friends plan to open eight more Smash Waffles locations in the next 18 months.