One of India’s fastest-growing dessert outlet chain, The Belgian Waffle Co., has recently announced the inauguration of their 250th outlet at Trichy, Tamil Nadu. This recent achievement comes as no surprise because they are known to ring up sales of more than 40,000 waffles every day.
The Belgian Waffle Co., owned and operated by Bloombay Enterprises, was set up by Shrey Aggarwal, a businessman by profession, but a pure foodie at heart. The marketing and brand expertise of his wife and co-founder Alisha Shirodkar Aggarwal’s also plays a key role in the success story of the brand.
The first speciality waffle QSR in India, The Belgian Waffle Co. launched the product format to the typical Indian consumer and has since been a pioneer in the category.
The brand introduced the concept of on-the-go waffles to the country with its signature “Waffwich”, a term it coined to depict the waffle sandwich. The Waffwich has kicked off hugely since then and made a growing category in the Indian market.
From their first store in Mumbai in 2015, they have beaten the odds to mushroom into a brand with a remarkable national presence in more than 75 cities. In addition to several store locations in metros like Delhi NCR, Pune, Mumbai, Kolkata, Bengaluru, The Belgian Waffle Co. has also found enormous popularity in India’s tier-2 and tier-3 cities.
In addition, they’ve recently expanded to open in Srinagar, and to international markets with outlets in Nepal, with Bangladesh on the list as well.
What sets the company apart is their focus on providing customers with an incredible dessert experience with every visit. Their waffles are hot and crispy, freshly baked and come in a variety of batters and premium fillings. For people in a mood to experiment, their menu also offers Waffle Cakes, Pancakes, Ice Cream Waffwiches and beverages in a variety of exciting flavours.
Their latest addition is the Dutch-inspired Stroopwafel, two thin crispy layers of waffle biscuit with an ample amount of chocolate filling sandwiched in the middle. Furthermore, the brand is entering the FMCG market by launching their first do-it-yourself product –Waffle and Pancake Premixes. We can envisage some more ready-to-eat items in this space.
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