A domestic startup that stemmed from Mumbai, The Belgian Waffle Company (BWC) has paved quite an impressive path for itself. With over 120 outlets, the brand has an expansive presence in 29+ cities of India. From ‘Almond Cocoa Butter’ to ‘Charcoal Banana Caramel’, the menu has more varied choices for waffles than any other restaurant or food brand in the country. Shrey Aggarwal, Founder, BWC, speaks to Food Service India about the art of waffle making and how he has turned it into a thriving business.
Give us a brief description of your company and the values it functions on.
Owned and operated by Bloombay Enterprises LLP, The Belgian Waffle Co. was an idea born out of passion and with a mission to spread taste and delight. Founded in 2015, the company strives to constantly innovate while staying true to its values of excellence, simplicity and affordability. The Belgian Waffle Co. is one of the first waffle specialty stations in India that offers a unique, onthe-go waffle sandwich created fresh at our waffle stations with our specially formulated egg-less batter and premium fillings.
What is the range of products available at your outlets?
We serve 16 different types of waffles, 3 types of Waff Wich (waffle sandwiches), 7 shakes, a lemonade and cold coffee along with 16 types of mini pancakes and much more.
Which are your best-selling products?
They include waffles in the flavours of naked nutella, red velvet, triple chocolate, and chocolate overload. The ice cream Waff Wich and mini pancakes are also popular choices.
Tell us about your product’s competitive USP and differentiators.
The Belgian Waffle Co. offers a unique on-the-go waffle sandwich made with specially formulated egg-less batter and premium fillings.
What are some product features that consumers strongly identify with?
Innovative flavours, premium fillings and the batter we use sets us apart.
What is your value-for-money proposition for your customers and which are your key customer segments?
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