Photo by Lucie Monk
Sean Braswell likes to describe his twenty-plus year culinary journey as an extended internship through almost every position in the restaurant biz. By the end of this summer, he will tack on one more title to this lengthening list—owner—when he brings breakfast to Baton Rouge’s Mid City.
Although Braswell began his professional career in the military and later went into nursing, since the age of fifteen he has always held a part-time restaurant job. “I just always loved working with service-industry people and the atmosphere of restaurants,” he said. “They have this energy—like an electric pulse.”
Braswell drew up the plans for his new endeavor, called Simple Joe, along with business partner Heather Woerner. “A few ideas snowballed together,” he said. “I wanted to sell my homemade chocolates, and she wanted a coffee shop. Then we realized there was nowhere to get a hot breakfast in Mid City. So Simple Joe became all three.”
The two set their sights on a deceptively large space in Ogden Market Shopping Center, between the ever-popular Radio Bar and the vintage clothing mecca Time Warp Boutique. The renovations to the café, which has previously housed everything from a gym to a dry cleaner, are nearing completion. Woerner is in the process of decoupaging the eclectic group of tables that stand in the front of the large, open kitchen with themes ranging from LSU to the solar system. “I love pop art and bright colors,” she said as she pointed to a mural she was painting on a side wall that exemplifies the funky vibe of Mid City.
When the counter-service eatery opens, it will focus on an à la carte approach to breakfast. “I do have a kick-ass recipe for pancakes and French toast and will be making those,” Braswell said. “But we want to focus on a build-your-own-breakfast approach. If you want two scrambled eggs and toast, that is what we will make you.” While working in New Orleans, Braswell fell in love with grit bowls, so the restaurant will also feature build-your-own grit bowls. There will also be an area where hurried patrons can pick up pre-made breakfast sandwiches and yogurt parfaits to go.
Of course a joint cannot go by the name Simple Joe and not have a huge coffee presence. After numerous taste tests, Braswell and Woerner decided that the coffee from Baton Rouge-based business River Road Coffees would fill their mugs. “We are trying to use local products whenever possible,” Woerner said. “They have been so wonderful to us. Their customer service has been excellent. Espressos and lattés will be available, but Braswell warned, “We won’t be doing any of that crazy fancy stuff like triple caramel macchiatos. I mean ... the name of the place is Simple Joe.”
For those with a sweet tooth, Braswell does plan to sell handmade chocolates made using his mother’s recipes. “Everyone loves his buttercream chocolates,” Woerner said, “but I like the peanut clusters the best.” His line of confections will also feature hand-dipped cherries and strawberries.
Braswell said that one of the most exciting aspects of Simple Joe is its location; he is smitten with the Mid City community. “I really think it is the prettiest part of Baton Rouge,” he said. “Everyone is so friendly, and they love to support local businesses.” Eventually, he wants to showcase local artists on the walls and maybe occasional music or poetry performances. “Being part of the community is a big deal to us,” he said. “We want to be a working, thriving part of it.”
While Braswell has ambitions for Simple Joe that reach beyond just serving food, he said his heart will always remain true to the first meal of the day. “We are just breakfast,” he said. “We do breakfast and breakfast for lunch. We want to do one thing really well, and that thing is breakfast.”
Details. Details. Details.
Simple Joe is slated to open sometime in August.
3057 Government Street
Baton Rouge, La.
