Wafflemeister

About Wafflemeister

Wafflemeister, the Belgian waffle operator, opened its first store in 2009 in the UK and trades from a variety of locations that include high street shops, malls and island kiosks inside malls. It was founded in 1999 by Alexander Troullier but was sold a year later when he decided to enter the world of corporate finance. He bought the business back again in 2009, founding the Wafflemeister brand. It now has 23 UK locations in high-profile locations such as Alton Towers, Legoland, Oxford Street and Butlin’s Bognor Regis.

Wafflemeister began franchising in 2013 after signing with Seeds Consulting. Troullier said: “We appointed Seeds Consulting to roll-out our franchise proposition. The pace of expansion will be dictated by site availability. This is where our strong relationships with landlord and agent representation comes in handy.”

In February 2023, Wafflemeister secured its first UK retail deal, with Waitrose, and later that same year, made its first move into the continental European retail market after striking a deal with Costco UK. A deal with Co-op followed in February 2024, and in August 2024, it partnered with Clermont Hotel Group, the largest hotel owner-operator in London, for a new store in London’s Piccadilly.

In August 2025, Wafflemeister partnered with TRG Concessions to launch its first airport site, at London Heathrow Terminal 4. Rikos Leong-Son, chief executive of Wafflemeister, said: “Opening our first site at Heathrow is a milestone moment for our brand.” Kirsten Pottinger, commercial director of TRG Concessions, added: “We’re proud to have partnered with Wafflemeister to support it with its debut airport opening. It’s a fantastic brand and one the team at TRG Concessions has loved bringing to life in an airport setting.”

In April 2026, Wafflemeister told Propel the business is looking to open sites in the US. A Wafflemeister spokesperson told Propel: “We are pursuing US physical locations so that customers can enjoy the whole Wafflemeister experience.”

Why franchise with Wafflemeister

• ✓Franchise fee is £15,000, paid in two installments of £7,500. Management service fee is 5% of net sales plus VAT, whole marketing fee is 1.5% of net sales plus VAT. Bulk head/island kiosks cost between £75,000 and £100,000 plus VAT, while in line units range from £100,000 to £200,000 plus VAT.
• ✓These figures exclude entry fee and working capital, but include design, shopfit/construction, furniture and equipment. Finance options with major lenders and asset finance companies are available to qualifying franchisees.
• ✓Wafflemeister franchisees will receive full training in a Wafflemeister store, as well as pre-opening support and ongoing support after the franchise is opened. Full ownership support is also given, as well as assistance with key business decisions.

Investment breakdown