For Jonathan Hubiak, his experiences in the Army instilled in him many of the qualities that have served him well as a business owner.

That includes the ability to “handle stressful situations when everything is going wrong,” he said. 

“I learned a lot of that through the military,” he said. 

Hubiak was 18 years old when he enlisted in the Army and served in Iraq in 2003 and 2004. After returning home to the U.S., he mostly worked office jobs and pursued his passion for food on the side. 

It wasn’t until May 2024 that Hubiak and his wife, Karissa, launched Brunch Box, located in Best Food Court at 510 E. Best Ave. in Coeur d’Alene. 

Brunch Box specializes in Liège waffles, which are made from a raised dough, rather than batter, and have a crunchier, chewier texture than Brussels or American waffles. The waffles provide an “open canvas” for Hubiak’s culinary creations, which include a range of flavor tones, from fruity and sweet to savory and spicy. 

“We bring a little bit of that Cajun flavor into the breakfast and some southern flavors,” he said. 

Punctuality and discipline are just a couple of the hard-won skills Hubiak uses as a business owner. His 16-hour days include arriving at the food truck by 3 a.m. and opening at 6 a.m. Hubiak peels, cuts and fries 60 pounds of potatoes by hand every day. Each component is made from scratch, including gravy, dough and even maple syrup. 

“Cooking food is everything I do,” he said. 

Life is centered around food, Hubiak said, from family gatherings to school and community events where the Hubiaks provide the goodies. 

Launching Brunch Box seemed like a natural extension of his passion, with a food truck presenting a more accessible route to business ownership than a traditional restaurant. 

“Food brings everybody together,” Hubiak said. “(The food truck) was a very logical step of getting our food and our taste out there.” 

Hubiak advised fellow veterans who are interested in starting their own businesses to explore local and state programs that can provide extra help, from writing a business plan to getting a business license. 

“Take advantage of programs that help veterans specifically,” he said. 

For now, Hubiak is focused on helping his business thrive. 

“We want the waffle empire,” he said with a laugh. “We’re growing every month.” 

   Brunch Box adds a Cajun flair to its breakfast menu. Courtesy photo.