Wafflemeister franchise

Min investment
£100,000 +VAT


Wafflemeister franchise

Hand Made Belgium Waffles

Wafflemeister sells authentic handmade Belgian waffles using a secret family recipe dating back to the 1950s

Minimum investment
£100,000 +VAT

Funding support

Total investment
£150,000 +VAT

Franchise fees
£15,000 +VAT

Business type

Expected revenue after 2 years

Minimum investment
£100,000 +VAT

  • Operating fee:
  • Advertising fee:
    1.5% of net sales, plus VAT
  • Royalty fee:
    5% of net sales, plus VAT
  • Average floor space:
    500 sq ft

About Wafflemeister

Are you looking to join an exciting and fast growing all-day brunch & dessert brand?

Founded in 2009, Wafflemeister sells authentic handmade Belgian waffles using a secret family recipe dating back to the 1950s. They are considered to be the best waffles in the UK and abroad. They are available through the Wafflemeister stores in 5 countries worldwide, making Wafflemeister the “owner” of the waffle space internationally.

Abroad Wafflemeister has stores in top shopping centres such as the Lagoona Mall in Qatar and the Seef Mall in Bahrain. In the UK Wafflemeister operates equally high profile locations such as Oxford Street, Westfield London and Westfield Stratford.

Wafflemeister franchise food in restaurant

In addition to waffles, which are both savoury and sweet and halal certified, Wafflemeister sells scrumptious sweet and savoury crepes, authentic Italian gelato, thick shakes and great coffee in partnership with Illy, offering an all day, every day eating experience made of a high quality food experience, excellent service standards and buzzy store environment.

Wafflemeister offers combinations of dine-in, take-away and delivery depending on location and it operates both mall kiosk and street front café formats, suited to both high volume inner city locations and more suburban high streets, shopping centres and non-traditional locations across the UK.


Why Wafflemeister? 

  • Best waffles in London, individually baked every day on site
  • Unique and universally appealing product range with measurable and growing UK and international following
  • Full array of affordable meal solutions and snacking options for all day dining
  • No seasonality, minimal wastage
  • Uncomplicated, highly systemised and de-skilled food business with strong focus on store level execution
  • Flexible model suitable to locations between 130 and 1,000 square feet
  • A1 usage
  • Excellent management team with extensive F&B business experience
  • Tested concept developed via company owned sites in key locations in the UK and internationally
  • Excellent track record both as a business and as franchisor
  • Comprehensive training programme, franchise manual and ongoing support structure


Training and support provided

Wafflemeister offers a successful business model that has been tested and refined since 2009 in a variety of company-owned stores. The company has developed specific know-how in every area of the business. For example there is a comprehensive and user-friendly franchise operations manual, which clearly defines the standards of practice every Wafflemeister store has to comply with. It covers the operating procedures, the marketing techniques and also gives the franchisee business advice in every area of how the business should be run.

Wafflemeister requires franchise partners to attend a four-week “Bootcamp” Training Programme covering all the aspects of the operation. This is complemented by pre and post-opening assistance at the franchise partner’s branch and an ongoing programme of visits and the provision of a dedicated franchise liaison executive so that support is always one phone call away.

Wafflemeister is an experienced franchisor with 4 international area development franchise partners in Qatar, Bahrain, Saudi Arabia and Malaysia and several UK franchise partners that have already joined the brand since the start of the UK Franchise Programme in 2016.

The ideal Wafflemeister franchisee

All the Wafflemeister products - waffles, crepes, coffee, gelato, shakes, juices - have strong intrinsic economics and do not require a staff-intensive operation or skilled labour. All this, combined with moderate capital expenditure levels, offers a high return on investment potential for its franchisees.

Wafflemeister franchise waffles and coffee

Associated with the UK franchise is a competitive set of fees:

  • Entry fee equal to £15,000 + VAT. Incentives available for multiple store purchases.
  • Management Service Fee 5% of net sales, plus VAT
  • Marketing Fee 1.5% of net sales, plus VAT

Bulk head/island kiosks cost between £75,000 and £100,000 + VAT, while in line units range from £100,000 to £200,000 + 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's history

Wafflemeister traces its roots in 1999 when Alexander Troullier founded the Belgian Food Company. He later sold it 2000 and bought it again renaming it Wafflemeister and it started selling handmade Belgian waffles using a 50-year old secret family recipe. Rikos Leon-Son became a partner in 2010 which helped the overall growth of the company. Today, Wafflemeister sells more than a million waffles, 12 tons of gelato and 10,000 thick shakes annually.

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