The Waffle Iron launches an online store

Danielle Johnson, the owner of The Waffle Iron restaurant, is known around town for her sweet potato pancakes.

The pancakes are fluffy and flavorful with just a hint of cinnamon and spices. Johnson's secret recipe uses pureed sweet potatoes as well as tiny pieces of sweet potato in the batter. One bite and you will know why this is the signature dish at her restaurant.

Starting July 31, you will be able to make The Waffle Iron's sweet potato pancakes at home.

The Waffle Iron will launch a new online store featuring pancake mixes, gourmet coffees and homemade cakes.

“We decided to do this to keep the brand out there,” Johnson said. ‘With the way things are, we may not reopen the restaurant until the spring of 2021.”

Customers can get mixes for both Johnson's sweet potato and buttermilk pancakes. Seasonal flavors like Cinnamon Roll will periodically be available.

“People are always asking me what the secret to my sweet potato pancakes. Is it cinnamon? Nutmeg?” said Johnson, adding she has never shared her secret recipe.

The pancake mix will come already spiced. For convenience, customers can get a jar of canned sweet potato puree to assemble the pancakes.

Johnson said she is also adding popular items like bacon, sausage and thick-cut Texas toast bread to the online store.

“We are known for our dark roast coffee,” Johnson said. “But we are adding flavored coffees like Southern Pecan, Caramel Kiss and Snickerdoodle.”

Johnson also plans to sell frozen versions of her homemade German Chocolate, Coconut and Caramel Cakes.

All items will be available for two-day shipping. A blog with recipes to make dishes from the available products will be on the website.

Johnson originally opened her breakfast and lunch

spot in Collierville in 2017. In February 2019, a building fire forced her to find a new home for her small but popular restaurant. In April 2019, she found a second home for business in East Memphis, just off the corner of Park Avenue

and Mendenhall in the spot that had once been home to an E's 24 Hour Cafe.

Products can be ordered at thewaffleironmemphis.com.

Jennifer Chandler is the Food & Dining reporter at The Commercial Appeal. She can be reached at jennifer.chandler@commercialappeal.com and you can follow her on Twitter and Instagram at @cookwjennifer.

ARIEL COBBERT/ THE COMMERCIAL APPEAL Danielle Johnson owner of The Waffle Iron in Memphis, Tenn., on Wednesday, July 29. The Waffle Iron dining room remains closed, but owner Danielle Johnson is launching an online store selling sweet potato and buttermilk pancake mixes, gourmet coffees and cakes.

VEST/THE COMMERCIAL APPEAL BRAD ARIEL COBBERT/ THE COMMERCIAL APPEAL After a fire at their original location in Collierville, The Waffle Iron has reopened in East Memphis at 4969 Park Avenue, July 01, 2019. They are known for their Sweet Potato Pancakes, Waffles Benedict and Southwest Chicken & Waffles.

ARIEL COBBERT/THE COMMERCIAL APPEAL The Waffle Iron dining room remains closed, but owner Danielle Johnson is launching an online store. Products can be ordered at thewaffleironmemphis.com.

The Waffle Iron dining room remains closed, but owner Danielle Johnson is launching an online store selling sweet potato and buttermilk pancake mixes, gourmet coffees and cakes.