The Belgian Waffle Co: Rise of the glocal dessert brand
While working as a technologist in Manila, Shrey Aggarwal was impressed to see people pick waffles at roadside kiosks, malls, cinemas and even metro stations and enjoy it as an on-the-go snack. He was so inspired by this sight and its business possibilities that he quit his job in 2014 and founded The Belgian Waffle Company a year later. And to create a distinction for his QSR brand, he decided to have an all veg menu and later added savories to the sweet treats.
Within three years, The Belgian Waffle Co has spread to over 180 outlets across 27 cities in India. Shrey tells Retail Networks that he wants to replicate this success story globally while continuing to emphasize on high-quality ingredients and presenting regional items with a unique twist.