Wafels & Dinges
Wafels & Dinges is a founder-owned Belgian Liège waffle food business operating 50+ mobile food trucks, multiple retail kiosks in NYC, a Mall of America store, party venues, full-service catering, and nationwide e-commerce shipping for individual consumers and corporate event clients.
- Company typePrivate
- Founded2007
- HeadquartersNewyork, United Kingdom
- Headcount101–250
- GTM typeB2C
- OfferingServices
What Wafels & Dinges does
Wafels & Dinges is a specialty Belgian waffle food business founded in October 2007 in New York City by Thomas DeGeest (formerly of IBM) and Rossanna Figuera, commissioned by King Albert II of Belgium to bring authentic Liège waffles to the United States. The company produces artisan Liège waffles using pearl sugar (Belgian beet sugar that caramelizes during baking), alongside proprietary Spekuloos spread and Belgian hot cocoa. Operations span multiple distribution channels: 50+ mobile food truck locations across New York and Colorado, fixed retail kiosks at high-traffic Manhattan sites (Bryant Park, Herald Square, Natural History Museum, The Battery), the Mall of America store in Minnesota, party venue operations (Upper West Side French Bistro and La Plage at Battery Park), full-service catering (Le Grand Truck and Wafel Show Buffet), and nationwide e-commerce shipping via Goldbelly.
The company generates revenue through one-time retail transactions at physical locations, quote-based catering contracts for weddings, corporate events, mitzvahs, and branded promotions, e-commerce sales of waffles, spreads, party kits, and digital gift cards, and party venue rentals. Pricing for catering is quote-based with multi-year contract cadences, while retail and e-commerce follow unit pricing on a pay-as-you-go basis. The customer base spans individual walk-in consumers, event hosts and planners, corporate clients seeking branded food truck experiences, entertainment productions, and educational institutions. Notable enterprise engagements include catering for the Parks & Recreation production team, marketing activations for Advertising.com, and a Bobby Flay Throwdown win that materially expanded brand awareness.
The business remains founder-owned with no disclosed institutional funding, no parent company, and no subsidiaries. Headcount is reported at 101-250 employees across commissary operations (Brooklyn), retail, mobile units, and e-commerce. The company operates from the United States with its primary footprint in NYC, secondary presence in Colorado, and a single Minnesota location, supported by a commissary at 284 Kingsland Avenue in Brooklyn.
Wafels & Dinges firmographics
Firmographics- Name
- Wafels & Dinges
- Legal name
- Wafels + Dinges
- Website
- https://wafels.com
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Wafels & Dinges is a founder-owned Belgian Liège waffle food business operating 50+ mobile food trucks, multiple retail kiosks in NYC, a Mall of America store, party venues, full-service catering, and nationwide e-commerce shipping for individual consumers and corporate event clients.
- Ownership category
- akta.pro rank
Wafels & Dinges industry classification
Industry- Product category
- Specialty Food & Catering Services
- NAICS
- Bread and Bakery Product Manufacturing (31181), Retail Bakeries (311811)
- SIC
- Bakery Products (2050)
- akta.pro primary industry
- Bubble Waffle, Crepe & Specialty Dessert Kiosks (THAFAGAK)
- akta.pro secondary industry
- Pastry, Cakes & Tortes Manufacturing (AFAKAAAB)
Keywords
Where Wafels & Dinges is headquartered
LocationHeadquarters
- HQ city
- Newyork
- HQ country
- United Kingdom
- HQ region
- Europe
Offices7 records
Markets served
Wafels & Dinges business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Retail Waffle Sales: Direct sales of Liège waffles and signature wafels at food trucks, kiosks, and retail locations in NYC and Colorado
- Catering and Events: Full-service catering for weddings, corporate events, mitzvahs, and private parties using food trucks and buffet services. Includes branded promotions and corporate marketing activations.
- E-commerce and Shipping: Nationwide shipping of waffles, spekuloos spreads, and party kits through their website and Goldbelly marketplace
- Party Kits: Pre-packaged party supplies including wafel balloons, wafel tattoos, sparkling sticks, and glitter shipped to customers
- E-gifting: Digital gift cards for instant gifting
- Party Venues: Indoor and outdoor party venue rentals at Upper West Side French Bistro location and 'La Plage' beach venue at Battery Park
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Full-service catering with food trucks |
| Other | Multi-year contract | Wafel Show Buffet catering |
| Other | Multi-year contract | Branded promotions and buyouts |
| Unit Pricing | Pay-as-you-go | Party kits |
Go-to-market motion2 records
Distribution channels6 records
Marketing channels10 records
Wafels & Dinges product offering
Product offeringCore offering
Wafels & Dinges bakes and sells authentic Belgian Liège waffles made with pearl sugar that caramelizes on the iron, complemented by signature toppings (dinges), proprietary spekuloos spread, and Belgian hot cocoa. The company distributes its products through NYC retail kiosks, a fleet of mobile food trucks, full-service catering, party venues, branded party kits shipped nationwide, and its own e-commerce storefront with a Goldbelly marketplace listing.
Product overview
Wafels & Dinges is a Belgian waffle-focused food business offering artisan Liège waffles as their core product, complemented by various toppings (Dinges), Spekuloos spreads, and Belgian hot cocoa. They operate through multiple channels: retail locations (kiosks and flagship stores), food trucks (vintage trucks for events), full-service catering (Le Grand Truck and Wafel Show Buffet), party venues, nationwide shipping, and party kit delivery. The product portfolio spans physical waffle offerings with customizable toppings, branded food products (spreads, cocoa mixes), event catering services, and digital gifting.
Differentiator
Problem solved
Functional benefit
Products and services
- Liège Wafels
Quantifiable outcome
- NYC Vendy Awards 'Best Dessert' winner (2009)
- +4 more outcomes
Companies that use Wafels & Dinges
Customer profileNamed customers6 records
Segments6 records
Ideal customer profiles4 records
Wafels & Dinges technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature3 records
Wafels & Dinges partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered minor and core.
- Perros y VainasminorVenezuelan sister company that provides savory food options alongside Wafels & Dinges sweet offerings at their party venues. Partners at the Upper West Side French Bistro venue and 'La Plage' beach venue at Battery Park, offering hot dogs and other savory items.
- CYCLE KidscoreRegistered 501(c)(3) nonprofit committed to providing children with healthy physical and emotional start in life. Wafels & Dinges donates a portion of profits and provides in-kind waffle donations for bicycle events at schools. Partnership started in 2022 to provide new bicycles and helmets to underserved elementary school students nationwide.
Scale indicators5 records
Recent moves11 records
Expansion highlights5 records
Wafels & Dinges competitors and assessment
Company assessmentMarket position
Competitive moat3 records
Key risks7 records
Key highlights6 records
Customer concentration
Wafels & Dinges social profiles
Digital presenceWafels & Dinges financial estimates
Financial estimateRevenue estimate
Valuation estimate
Wafels & Dinges leadership team
Management profileNumber of profiles
Profiles2 records
Wafels & Dinges funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Wafels & Dinges M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Wafels & Dinges
What does Wafels & Dinges do?
Wafels & Dinges bakes and sells authentic Belgian Liège waffles made with pearl sugar that caramelizes on the iron, complemented by signature toppings (dinges), proprietary spekuloos spread, and Belgian hot cocoa. The company distributes its products through NYC retail kiosks, a fleet of mobile food trucks, full-service catering, party venues, branded party kits shipped nationwide, and its own e-commerce storefront with a Goldbelly marketplace listing.
Is Wafels & Dinges a public or private company?
Wafels & Dinges is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Wafels & Dinges founded?
Wafels & Dinges was founded in 2007. It employs 101 to 250 people.
Where is Wafels & Dinges based?
Wafels & Dinges is headquartered in Newyork, United Kingdom, in the Europe region.
How does Wafels & Dinges make money?
Six revenue lines are on record. Retail Waffle Sales are the primary driver. The others are catering and Events, E-commerce and Shipping, party Kits, E-gifting and party Venues.
Does Wafels & Dinges have an API?
No public API is recorded for Wafels & Dinges.
What industry is Wafels & Dinges in?
Wafels & Dinges's product category is Specialty Food & Catering Services. Its primary akta.pro industry code is THAFAGAK, Bubble Waffle, Crepe & Specialty Dessert Kiosks, with a secondary code of AFAKAAAB, Pastry, Cakes & Tortes Manufacturing. Its NAICS code is 31181 and its SIC code is 2050.