Wafflemeister, the Belgian waffle specialist, is planning to double its estate this year and again in 2016, founder Alex Troullier told M&C Report.
The group is looking to add a mixture of company-owned and franchised outlets both in London and across the country with sites lined up in Leeds and Eastbourne under franchise agreement as well as a further three franchisees awaiting sites.
Troullier told M&C: “We are looking to double every year so if we do 10 – 15 this year we will do 30 next year.”
There are currently seven UK Wafflemeister outlets including its flagship site in Kingston-upon-Thames, the first high street café format that offers all-day sit-in service across the 600sq ft site, which the group intends to roll-out to further high street locations.
The company, which was formed by Troullier, in 2009 has sites at travel locations and shopping centre kiosks across London as well as the high street site in Kingston.
The flexible model allows it to operate in various sizes from 120 – 600sq ft.
In the past year the group added a concession stand at Liverpool St Station to its estate.
Meanwhile overseas a franchise partner in Qatar will is developing five sites in Bahrain and five in Qatar as well as two in the United Arab Emirates and two in Malaysia.
The company is in early discussions with partners in the US to bring the concept across the Atlantic, which would be “an attractive market” for Wafflemeister.
To facilitate the growth the company is strengthening its upper management team with a number of new appointments including area manager and head of training.
It has also added a training academy to the upper floor of the Kingston site to offer barista training and to ensure the culture of the business is retained as it grows.
Troullier said: “It’s all about the culture. We are growing rapidly and want to keep that culture as we grow.”
He described the success of waffles as an “anti-cyclical” product that appeals in winter as a warm treat with hot chocolate while in the summer sales of waffles with gelato increase.
