Brunch specialist Atypical Waffle will soon change its name to become known as Good Measure, located in North Park at 3519 30th Street.
The company has been around since 2012 but will soon undergo a name change and rebranding, according to San Diego Magazine. Jill Solomon and her business partner Jess O’Shae purchased Atypical Waffle from the original owners, Joseph and Amy Kraft, earlier this year. However, when Good Measure launches in December or January, Solomon will be the sole owner and operator. When the new rebranded business opens, customers can expect more than waffles.
Solomon, who previously worked as part of the experiential pop-up dinner series Cow by Bear, plans to expand the menu to include a broader brunch menu. The rebranding also allows the business owner to create a community space to host guest chefs, collaborations, and pop-ups. Solomon hopes Good Measure will become a place where up-and-coming chefs can have a space to support their entrepreneurial aspirations. When Good Measure opens, customers can expect brunch Thursdays through Sundays from 8 a.m. to 2 p.m. and other weekend events. Later on, she plans to extend business hours into the evening.
Another significant change for the eatery is its outward appearance. Good Measure will have much better signage than Atypical Waffle, which is imperative considering the business is tucked away behind 30th St. Laundry. While guests will still enter through the back of the laundromat, the store will have much more visibility. Solomon tells San Diego Magazine that the vibe will be “bright, colorful, a kind of mid-century modern aesthetic,” with lots of greenery.
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