The Belgian Waffle Co celebrates milestone store inaugural

The Belgian Waffle Co., India’s fastest growing dessert outlet chain, has recently announced the unveiling of their 250th outlet at Trichy, Tamil Nadu. This most recent achievement comes as no surprise, given that they are known to ring up sales of over 40,000 waffles per day.

Owned and managed by parent company Bloombay Enterprises LLP, the brand Belgian Waffle, was established by Shrey Aggarwal, a businessman by profession, but a true-blue foodie at heart. His wife and co-founder Alisha Shirodkar Aggarwal’s, marketing and brand expertise also play a crucial role in the brand’s success story. The first specialty waffle QSR in the nation, it launched the product format to the typical Indian consumer and has since been a leader in the segment.

The brand pioneered and unveiled the concept of on-the-go waffles to India with its signature ‘Waffwich’, a term it coined to typify the waffle sandwich. The Waffwich has really taken off in a big way since then and created a progressing category in the Indian market.

From their one-store beginning in Mumbai in 2015, the specialty waffle franchise has beaten the odds to burgeon into a brand with a phenomenal national presence in 75+ cities. In addition to various store locations in metros such as Bengaluru, Delhi NCR, Kolkata, Mumbai, Pune, it has also found tremendous fame in the nation’s tier-2 and tier-3 cities, including Meerut, Agra, Gwalior, Ujjain, Amravati and Rajahmundry. What’s more, they’ve recently diversified to open in Srinagar, and to international shores with outlets in Nepal, with Bangladesh in the offing too.

What sets it apart is their emphasis on bestowing customers with a superlative dessert experience with every visit. Their waffles are freshly baked, hot and crispy and come in a variety of (100% eggless) batters and premium fillings. For consumers in a mood to experiment, their menu also serves Pancakes, Waffle Cakes, Ice Cream Waffwiches and beverages in a number of mouth-watering flavours.

The most recent addition is the Dutch motivated Stroopwafel which is two thin crispy layers of waffle biscuit with a bountiful of chocolate filling sandwiched in the middle. Additionally, the brand is also foraying into the Fast-Moving Consumer Goods (FMCG) space with the launch of their first do-it-yourself product – Pancake and Waffle Premixes.