The Belgian Waffle Co. enters Trichy, opens 250th outlet

Waffle and dessert chain The Belgian Waffle Co., has recently announced the opening of their 250th outlet at Trichy, Tamil Nadu.

The brand pioneered and introduced the concept of on-the-go waffles to India with it’s signature “Waffwich”, a term it coined to represent the waffle sandwich. The Waffwich has really taken off in a big way since then and created a growing category in the Indian market.

From their one-store beginning in Mumbai in 2015, the speciality waffle franchise has beaten the odds to mushroom into a brand with a phenomenal national presence in more than 75 cities.

It is present across cities like Mumbai, Delhi NCR, Pune, Kolkata, Bengaluru, it has also found tremendous popularity in the country’s tier-2 and tier-3 cities, including Meerut, Agra, Gwalior, Ujjain, Amravati and Rajahmundry.

They recently expanded to Srinagar, and to international shores with outlets in Nepal, with Bangladesh in the offing as well.

They are also entering into the FMCG space with the launch of their first do-it-yourself product - Pancake and Waffle Premixes.

Owned and operated by parent company Bloombay Enterprises LLP, The Belgian Waffle Co. was founded by Shrey Aggarwal, a businessman by profession, but a true-blue foodie at heart. His wife and co-founder Alisha Shirodkar Aggarwal’s marketing and brand expertise also play a key role in the brand’s success story.