The Belgian Waffle Co., India’s fastest growing dessert outlet chain, has recently announced the opening of their 250th outlet at Trichy, Tamil Nadu. This latest achievement comes as no surprise, given that they are known to ring up sales of more than 40,000 waffles every day!

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. The first speciality waffle QSR in the country, The Belgian Waffle Co introduced the product format to the typical Indian consumer and has since been a leader in the category.

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! In addition to several store locations in metros like Mumbai, Delhi NCR, Pune, Kolkata, Bengaluru, The Belgian Waffle Co. has also found tremendous popularity in the country’s tier-2 and tier-3 cities, including Meerut, Agra, Gwalior, Ujjain, Amravati and Rajahmundry. What’s more, they’ve recently expanded to open in Srinagar, and to international shores with outlets in Nepal, with Bangladesh in the offing as well.

What sets The Belgian Waffle Co. apart is their focus on providing customers with a superlative dessert experience with every visit. Their waffles are freshly baked, hot and crispy and come in a variety of (100% eggless) batters and premium fillings. For patrons in a mood to experiment, their menu also offers Pancakes, Waffle Cakes, Ice Cream Waffwiches and beverages in a variety of mouth-watering flavours. Their most recent addition is the Dutch inspired Stroopwafel which is two thin crispy layers of waffle biscuit with a generous amount of chocolate filling sandwiched in the middle! In addition to this, the brand is also entering into the FMCG space with the launch of their first do-it-yourself product – Pancake and Waffle Premixes. We can expect some more ready-to-eat snacks in this space.

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