The new store, which will be located in Portobello Road in London’s Notting Hill, follows stores in Embankment and South Kensington opened in November 2009 and June 2010.
According to founder and managing director Alexander Troullier, who left the finance sector to pursue his passion in food retail, the brand has managed to survive and expand in the tight economic environment because the concept is one that resonates with consumers.
“We use natural ingredients, with no artificial colours or preservatives, and we try to ethically source all our ingredients. This is something that’s very important for customers,” he said.
Although the store’s main focus is waffles, it also sells frozen yoghurt and gelato. The dough for the waffles is based on a “secret” recipe dating back to the 1950s. It is prepared in Belgium, where it is frozen before being sent to the UK to be baked fresh.
Expansion plans
Earlier this year, Wafflemeister also purchased the Belgian Food Company, which also sells waffles and which Troullier had set up in 1999 but subsequently sold.
By repurchasing it, he aims to re-brand the firm’s three sites into Wafflemeisters in February next year. Two of the sites are on Oxford Street, while the third is at Baker Street Station.
Other expansion plans include the opening of a site in New York’s West Village in January 2011, as well as potential franchises in Qatar and Bahrain.
Asked if there was scope to expand elsewhere in the UK, Troullier said: “This could potentially be possible. Everyone likes to have a treat and our price point is reasonable.” A classic waffle is sold at £2, with each extra topping coming at a cost of £0.75.
Savoury menu for lunch trade
The Wafflemeister sites all have a 1950s feel – to commemorate the founding of the recipe – but with some modern features, such as dark wooden floors or wooden panelling.
Troullier, who named the site after his own playful nickname of ‘Wafflemeister’ because of his passion for waffles, said the firm is also planning to introduce a savoury menu in order to capture morning and lunch trade.
With sample testing of the savoury menu currently underway, it will likely be introduced in February next year.
“We’re looking at a recipe with whole wheat dough, and we’ll probably have a traditional ham and cheese waffle as well as some vegetarian options. The idea is to have only a few, popular combinations,” he told BigHospitality.
The firm also operates a catering service for private or corporate events, where the waffles can be made to look "posh", he said.