NYC Belgian Waffle Institution, Wafels & Dinges, To Begin Franchising

By: Wafels & Dinges | 0 Shares 350 Reads

March 15, 2022 // Franchising.com // NEW YORK, NY - Wafels & Dinges, a New York City institution known for its authentic Belgian style waffles (or “wafels”), is set to offer franchise opportunities. Founded in 2007 by Belgian national, Thomas DeGeest and his wife Rossanna Figuera, the beloved brand has operated food trucks, food carts, and now primarily food kiosks in the busiest corners of New York. Legend has it that King Albert II of Belgium was made aware of soggy waffles made from pancake batter sold in diners all over the United States as so-called “Belgian waffles”, thereby tarnishing the name of the nation’s staple dish. This compelled him to mobilize his Ministry of Culinary Affairs, Department of Wafels, to bring back the authentic Belgian “Liege style” waffle to America. He found DeGeest and then knighted him as “Special Envoy for Wafels” and named Figuera as “Ambassador of Good Things.” Running a 1968 Chevy food truck, the couple brought the joy of real “Wafels” and “Dinges” (Flemish slang for “whatchamacallits” or toppings) to the streets of Manhattan. Relying on centuries-old craftsmanship, such as using a waffle dough rather than batter, and using heavy cast-iron waffle makers, Wafels & Dinges has established itself as the “real deal” when it comes to Belgian waffles.

“At the core of Wafels & Dinges is high-quality, authentic product unlike anything else found in the states. We make our own real whipped cream, and import our chocolate from Belgium and our dulce de leche from Argentina. At every turn we strive for excellence, and our next chapter of franchising will be no different,” said DeGeest. “Our products are an indulgence and, therefore, one of our greatest joys and also the root of our success is Wafels & Dinges’ ability to touch people of all ages and evoke happiness.

“Wafels & Dinges’ innovative operation blueprints, cult-like following, and high-consumer demand are unmatched in the industry. The brand has created a culture which exudes authenticity and approachability by taking an immense amount of pride in its inviting and inclusive philosophy,” said Vince Blumetti, Senior Franchise Development Consultant at DCV Franchise Group.

Clinching a victory against celebrity chef Bobby Flay in the popular Food Network series Throwdown! with Bobby Flay, and named “Best Food Truck in NYC” by Zagat and Forbes; “Most Popular Food Trucks” by Buzzfeed; “Al Roker of The Today Show’s Favorite Waffles”; and Jerry Seinfeld’s personal recommendation for the best waffles, Wafels & Dinges has earned a lauded reputation over the past 15 years. In addition to ‘build your own wafels,’ standout menu favorites include Hot Belgian Cocoa, signature wafels including the ‘Bourbon Maple and Bacon’ (candied bacon and bourbon barrel aged maple syrup), ‘De Bom’ (homemade Tahitian vanilla ice cream and warm chocolate fudge), and the legendary victor of the battle with Bobby Flay dubbed ‘Throwdown’ (Spekuloos spread, whipped cream, and Spekuloos crumble.) Spekuloos, which boasts a gingerbread-like flavor in homage to the Belgian Spiced Cookies of the same name, can also be ordered as a dinges, ice cream, and shake.

SOURCE Wafels & Dinges’

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