New York Institution, Wafels & Dinges Debuts Product Partnership With Williams Sonoma

By: Wafels & Dinges | 2 Shares 189 Reads

The Product Launches on International Waffle Day, March 25

March 25, 2022 // Franchising.com // NEW YORK, NY - The NYC street-style Belgian waffle concept, Wafels & Dinges, is taking on a new segment of the consumer space through an exclusive collaboration with retail powerhouse Williams Sonoma. Launching on International Waffle Day, March 25, the companies will marry Wafels & Dinges’ approachable Belgian waffles with the signature flourish of the retailer by offering a product available exclusively on Williams Sonoma’s online store.

Wafels & Dinges will be debuting a specialty product called "La Grande Douzaine," available for online order. The package contains one dozen Liège-style wafelinis (their signature snack size waffles) in clamshell packaging, which serves as a nod to the brand’s playful spirit. The recipe for these wafelinis is the same award-winning one that folks all over the country can experience when they visit a Wafels & Dinges location. More Wafels & Dinges products are expected to be added to the online store in the coming weeks, including a brand new waffle flavor exclusive to Williams Sonoma.

“We are honored to be partnering with such a force in the gourmet food and cookware world as Williams Sonoma to offer our authentic Belgian-style waffles,” said founder Thomas DeGeest. "We make our waffles a little differently than our American friends - with dough rather than batter - which results in a soft and chewy texture, as opposed to fluffy and spongy. We're excited that this partnership will help us further our mission of sharing the true magic of Wafels & Dinges with the masses."

Wafels & Dinges is a New York City institution known for its authentic Belgian style waffles (or “wafels”). Founded in 2007 by Belgian national, 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 his nation’s staple dish. This compelled him to mobilize his Ministry of Culinary Affairs, Department of Wafels, to bring back the authentic Belgian “Liège 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.

SOURCE Wafels & Dinges

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