Wafels & Dinges Franchise Overview
About Wafels & Dinges
Founded by Belgian national Thomas DeGeest and his wife and co-founder Rossanna Figuera in 2007, Wafels & Dinges has grown from a single food truck to a enterprise with locations in some of the country’s most highly-trafficked areas. The brand was built on a mission to re-introduce American diners to genuine Belgian Liège waffles, relying on traditional preparation methods while incorporating playfulness and youthfulness into the brand’s core concept with fun dinges, or toppings, available for menu customization. The dessert chain has reinvigorated the market through a dedication to genuine flavors and offerings and a thoughtful philosophy, all of which have garnered a loyal following and an award-winning reputation having claimed victory against Bobby Flay in Throwdown!
The story of Wafels & Dinges begins in the summer of 2007 with a man, a dream, and a 1968 Chevy food truck. Thomas DeGeest, a Belgian national, and his wife Rossanna Figuera founded the traditional Belgian waffle brand to give American diners a wake up call after experiencing soggy "Belgian waffles" made with pancake batter being served across New York City. The two packed up their truck with a heavy cast-iron waffle maker, traditional waffle dough made with centuries-old techniques, and some playful dinges, or toppings, and set off. Wafels & Dinges soon garnered a cult-like following, with many describing enjoying one of the concept's dishes from its menu of Legendary Wafels, signature Hot Belgian Cocoa, and ice cream as "the best moment of their day."
Today, the iconic food truck turned bustling enterprise can be found in some of the country's most bustling locales with kiosks in highly-trafficked destinations such as New York City's Bryant Park and Herald Square, and Minneapolis' Mall of America.
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