If you have never visited (or even heard of) Boardwalk Waffles & Ice Cream, perhaps you’ve seen the billboards—six of them, currently—spread about the local landscape.  How does a place that sells only ice cream and waffle sandwiches out of a 550-square-foot, 12-foot-wide space in Maplewood (with signage partially blocked by a tree) afford such extravagance? “What can I say? Business has been really good,” gushes Eric Moore, owner of the teeny tiny shop that opened nearly three years ago. Part of the success is due to “event and catering sales that went through the roof this year,” says Moore, who says October’s sales tripled any prior year’s sales for that month and outside sales now account for 50 percent of the store’s revenue. He credits event coordinator Leah Williams for the increase, adding that she “burned through 250 business cards in a minute.” Another part of the success is the sheer simplicity of the concept: a fresh, profitable, custom-made item that’s ready in two minutes and requires minimal labor to produce. “And since we make the batter pretty much as we need it—there’s zero spoilage,” beams Moore. And some of the success stems from the curiosity...