I recently met Gordon Sheffer, owner of Waffles, INCaffeinated, at his restaurant’s Pittsburgh location on Fifth Avenue. As we walked in, we were greeted by Gordon and his staff, but what really stood out was the captivating orange walls in the space, giving the room a bright and inviting feel.
As a University of Pittsburgh alum (H2P!) I’m familiar with Pittsburgh and recognized immediately that this location had historical significance in the city. Gordon shared that the building was originally a Kaufmann’s Department store, which was founded in Pittsburgh in 1871 by the Kaufmann brothers. Eventually, the founders’ nephew, Edgar J. Kaufmann, took over the business and started making improvements to the store. Kaufmann commissioned architect Frank Lloyd Wright to design the executive offices on the top floor of the store, as well as one of his residences, Fallingwater.
Gordon’s restaurant took over the bottom space of the former department store in 2018 and has been operating in that location ever since.
The Route To Restaurants
As Gordon and I sat down to eat, I asked him how he started his career in the restaurant industry.
“Well, it was a long route,” Gordon laughed. “But I’m a chemical engineer by trade. I started in fundamental research and then worked my way up to management. Then, I had an opportunity to buy into this company, Waffles INCaffeinated, and within a couple years became the sole owner.”
The business started as one 20-seat store in New Brighton, PA. Under his oversight, the business expanded from one location to six, with four locations in Allegheny County, one in Beaver County, and another in Westmoreland County. They are now offering franchises throughout western Pennsylvania and eastern Ohio.
When asked about what he’s learned along the way, he shared, “It’s one thing to work in a place, but it’s another thing to become involved and try to understand what the economics are and actually talk to whoever you’re working for to really understand how a business works.”
Signature Food
Waffles INCaffeinated is known for its waffles, both savory and sweet. Gordon usually recommends two options for first-time customers: the Mega berry waffle, which is topped with blueberries, raspberries, strawberries, raspberry sauce and whipped cream; or the Breakfast Magic, topped with cheddar cheese, bacon crumbles, green onions and a fried egg. He also highlighted a newer item on the menu, the Waffle Frolic, which gives customers the opportunity to sample two savory and two sweet combinations of waffles.
Advice For The Next Generation
As we were finishing our meal, I asked Gordon to share some final pieces of advice for the next generation of young entrepreneurs.
He said, “Garner as much experience as you can. It is difficult to start your own business — there’s a lot of risk. But, if you like being your own boss and you have some business acumen it can be fun and profitable.”
I then asked about his best financial literacy tip.
He shared, “The best part of financial literacy is being able to understand a profit and loss sheet and being able to project one before you go into business.”
If you’re ever in western PA, I highly recommend visiting a Waffles INCaffeinated location to try the delicious waffles and breakfast options yourself!
By: Tim DeFoor, Pennsylvania Auditor General