Waffle Factory

About Waffle Factory

Founded in Belgium in 1987 by Stephane Desobry, Waffle Factory has since grown to circa 85 locations across Belgium, France, Switzerland, Morocco, Corsica, Reunion and Martinique. A franchise network was established in 1999. In 2025, Waffle Factory started exploring a UK relaunch. The company previously operated a UK site at 58 Queensway in London, which is now listed as permanently closed. Waffle Factory exhibited at the International Franchise Show at London’s ExCel in April 2025, as it seeks partners with which to expand into the UK. The company said: “It’s not the number [of stores] that’s important (although it makes us exceedingly proud). We’re currently opening around ten points of sale annually, mainly in France, but also internationally, where we aim to continue firing up our waffle irons in the years to come, so that the waffles tickle the tastebuds of ever more waffle-lovers the world over.” The menu offers savoury filled LunchWafs, Liege Waffles (which are natural, gourmet and customisable) and sweet filled Waffines.

Why franchise with Waffle Factory

• ✓Models include shops from 60 square metres and kiosks from 30 square metres. It currently has 75 franchisees and is looking to open at a rate of ten-plus restaurants per year. Minimum deposit is €100,000, with fit-out €250,000 and equipment €80,000. There is a €25,000 franchise fee, plus 1% advertising fee and 5% royalties. Franchisees will spend two weeks at the brand’s flagship store in Belgium, learning all its inner working and operational aspects, then two weeks at another branch, perfecting their technique and getting fully up to speed. Average gross margin is 74% average bill is €11.70, with turnover share split between 43% sweet, 33% savoury and 24% other. Speaking about qualities potential franchisees should show, the company said: “Be willing and courageous on the ground. Necessary ingredients to ensure continuous service, wide working hours and a sustained pace of work. Be a business owner. Excellent manager, pragmatic and rigorous. You are showing common sense. You have the recognised commercial ability necessary to create an ideal climate for your waffle makers and your waffle lovers Be passionate, a food lover and business minded. Have a sense of business and customer service, love our product without limits: the waffle!”