Wafflemeister
Wafflemeister is a UK-based bakery company that sells Belgian Liege waffles through 23+ eateries at UK visitor attractions and airports, retail SKUs at Waitrose and Costco, delivery platforms, and an international wholesale network across five countries.
- Company typePrivate
- Founded2010
- HeadquartersKingston Upon Thames, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Wafflemeister does
Wafflemeister is a UK-based bakery company specializing in Belgian Liege waffles, operating a multi-channel business that spans company-operated and franchised eateries, retail packaged goods, third-party delivery, and social commerce. Its core product portfolio centers on the Classic Liege Waffle built around a proprietary secret family-recipe dough and a pearl sugar caramelization technique that produces a signature crisp coating, extended with chocolate-coated variants, toasting waffles, waffle bites, and a recently launched vegan line. The company sells through 23+ UK eateries located at high-traffic venues including Alton Towers, LEGOLAND, Butlin's, Heathrow Terminal 4, and several London hotels, alongside retail SKUs at Waitrose and Costco and a wholesale network spanning the UK, Spain, Sweden, Iceland, and New Zealand.
The business makes money through direct ticket sales at eateries, packaged-goods margins at retail, wholesale volume to international distributors, and platform-driven delivery and social commerce via Deliveroo, Uber Eats, Just Eat, and TikTok Shop. Distribution is reinforced by a hospitality-industry marketing platform — Hospitality's Got Talent — and experiential activations such as the December 2025 Florence By Mills Coffee Experience pop-up in New York City. Customer segments span families at UK visitor attractions, travelers at airports and hotels, retail supermarket shoppers, and vegan/dietary-segment consumers targeted by the 2025 product extension.
Operationally, Wafflemeister runs on a lean headcount of 11-50 employees, suggesting that its 23+ UK sites and 90+ international wholesalers operate under a franchise, license, or partner-operated model rather than full corporate ownership. The company is privately held, incorporated as Wafflemeister Trading Limited in England, with no disclosed institutional investors or funding rounds. Its recognition on the FT1000 list of Europe's Fastest-Growing Companies (3rd in UK F&B, 6th in Europe for 2020-2023) provides third-party validation of the underlying growth trajectory.
Wafflemeister firmographics
Firmographics- Name
- Wafflemeister
- Legal name
- Wafflemeister Trading Limited
- Website
- https://wafflemeister.com
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Wafflemeister is a UK-based bakery company that sells Belgian Liege waffles through 23+ eateries at UK visitor attractions and airports, retail SKUs at Waitrose and Costco, delivery platforms, and an international wholesale network across five countries.
- Ownership category
- akta.pro rank
Wafflemeister industry classification
Industry- Product category
- Specialty Bakery and Confectionery
- NAICS
- Snack and Nonalcoholic Beverage Bars (722515), Limited-Service Restaurants (722513)
- SIC
- Retail-Eating Places (5812), Bakery Products (2050)
- akta.pro primary industry
- Bubble Waffle, Crepe & Specialty Dessert Kiosks (THAFAGAK)
- akta.pro secondary industries
- Dessert Cafes (Coffee + Desserts) (THAFADAH), Cafe-Bakeries (Bakery + Coffee/Foodservice) (THAFAFAG)
Keywords
Where Wafflemeister is headquartered
LocationHeadquarters
- HQ city
- Kingston Upon Thames
- HQ country
- United Kingdom
- HQ region
- Europe
Offices3 records
Markets served
Wafflemeister business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Eatery Sales: Company-operated and franchised eateries at UK visitor attractions, hotels, universities, and retail locations serving waffles and related menu items
- Delivery & Takeaway: Third-party delivery partnerships with Deliveroo, Uber Eats, and Just Eat for direct-to-consumer orders
- Retail Products: Pre-packaged waffles sold through retail channels including Waitrose and Costco, available for home preparation
- TikTok Shop: E-commerce sales through TikTok Shop platform
Go-to-market motion3 records
Distribution channels5 records
Marketing channels7 records
Wafflemeister product offering
Product offeringCore offering
Wafflemeister is a UK-based Belgian waffle company that operates physical eateries at visitor attractions, hotels, universities, retail parks, and airports, serving made-to-order Liege waffles, crepes, sundaes, shakes, and drinks. The company also distributes pre-packaged waffles (Classic, Toasting, Chocolate Coated, Waffle Bites) through retail partners such as Waitrose and Costco, and offers delivery via Deliveroo, Uber Eats, Just Eat, and TikTok Shop.
Product overview
Wafflemeister is a Belgian waffle company offering both retail products for home consumption and a physical eatery experience. The core product portfolio includes the Classic Liege Waffle (made with a secret family recipe and pearl sugar), Toasting Waffle, Chocolate Coated Liege Waffle, and Waffle Bites - all available at retail partners like Waitrose and Costco. The recent additions of Vegan Liege Waffles and Vegan American Pancakes (launched June 2025) expand the portfolio to serve plant-based customers. The eatery division serves the full waffle menu plus crepes, sundaes, gelato, shakes, and beverages at locations across UK visitor attractions, airports, hotels, and high street locations.
Differentiator
Problem solved
Functional benefit
Products and services
- Classic Liege Waffle Original Liege waffle made in Belgium with dough from a secret family recipe. Sugar pearls caramelise in the waffle irons creating a crisp outer coating and signature aroma. Available as retail product at Waitrose and Costco and served fresh at eateries.
- Toasting Waffle A pre-packaged waffle designed to be toasted like bread, marketed as a quick breakfast or afternoon snack suitable for piling high with toppings.
- Chocolate Coated Liege Waffle Belgian chocolate coated version of the classic Liege waffle, featuring Belgian chocolate covering the signature waffle with caramelised pearl sugar.
- Waffle Bites Fun-sized, thin, crispy waffles made from special dough, positioned as an afternoon biscuit alternative, suitable on their own or paired with cappuccino.
- Vegan Liege Waffles Plant-based version of the classic Liege waffle developed over three years to match the taste and texture of the original; available at all Wafflemeister eateries.
- Vegan American Pancakes Plant-based American pancakes launched in June 2025 alongside vegan waffles to serve vegan and plant-based customers at UK eateries.
- Wafflemeister Eatery Menu In-restaurant dining experience featuring Signature Liege Waffles, Sweet and Savoury American Waffles, Sweet and Savoury Crepes, Sundaes and Gelato, Thick Shakes and Frappes, and Smoothies, Juices and Drinks. Each eatery has its own menu additions.
Companies that use Wafflemeister
Customer profileSegments4 records
Ideal customer profiles4 records
Wafflemeister technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature3 records
Wafflemeister partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered minor and core.
- Mills Coffee (Florence By Mills Coffee)minorWafflemeister served as official food partner at 'The Florence By Mills Coffee Experience' in New York City, handing out waffles from December 1-6. Chosen by Millie Bobby Brown (celebrity endorsement). First major US market activation.
- Natasha Allergy Research FoundationminorCharity beneficiary of Wafflemeister Foundation and Hospitality's Got Talent 2025 event, driving awareness around allergies.
- Make-A-Wish UKminorCharity beneficiary of Wafflemeister Foundation and Hospitality's Got Talent 2025 event, granting life-changing wishes for children with critical illnesses.
- DeliveroocoreHome delivery partnership enabling customers to order Wafflemeister menu items for delivery through Deliveroo platform.
- Uber EatscoreHome delivery partnership enabling customers to order Wafflemeister menu items for delivery through Uber Eats platform.
- Just EatcoreHome delivery partnership enabling customers to order Wafflemeister menu items for delivery through Just Eat platform.
- WaitrosecoreRetail distribution partner for Wafflemeister Belgian Waffles (classic and chocolate-coated) and Toasting Waffles sold in Waitrose supermarkets.
- CostcocoreBulk retail distribution partner for Wafflemeister Belgian Waffles (28 x 90g pack) sold at Costco UK warehouses.
Scale indicators4 records
Recent moves8 records
Expansion highlights5 records
Wafflemeister competitors and assessment
Company assessmentDirect peers
- Gail's Bakery: UK bakery-cafe chain with neighborhood stores plus retail grocery loaves; comparable as a UK-born premium bakery brand operating across eat-in and packaged retail with expansion-driven growth.
- Wafels & Dinges: NYC-based Belgian-style waffle food truck and kiosk concept specializing in Liege waffles with pearl sugar; directly comparable as a specialty waffle brand focused on authentic Belgian preparation in high-footfall locations.
- La Belgian Waffle Co. UK chain operating Belgian waffle kiosks at railway stations, airports, and shopping centers; competes in the same dough-based waffle category with a similar mix of eat-in and grab-and-go targeting travel-retail footfall.
Broad incumbents
- Krispy Kreme: International doughnut brand with retail grocery SKUs and high-street/standalone shops; directly comparable as an indulgent sweet-treat brand scaling across eat-in, retail packaged goods, and delivery.
- Cinnabon: Global bakery-treat kiosk chain concentrated at malls, airports, and travel hubs; relevant peer for premium indulgent bakery positioning, attraction/airport placement strategy, and category adjacency in sweet snacks.
- Pret a Manger: UK-based prepared-food chain with extensive UK, airport, and international retail/wholesale presence; comparable as a UK-born brand operating eat-in plus Waitrose/Costco-style grocery distribution at scale.
- LEON Restaurants: UK fast-casual chain with airport and high-street presence plus retail grocery products; relevant peer for UK-born multi-channel food brand scaling across eat-in venues, travel hubs, and packaged retail.
- Auntie Anne's: Global soft pretzel kiosk franchise with strong presence at malls, airports, and visitor attractions; comparable go-to-market model of high-traffic concession snacking, sweet/savory adjacency to waffles, and franchise-led geographic scaling.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Wafflemeister social profiles
Digital presenceWafflemeister compliance and trust
Trust signalCompliance1 record
Wafflemeister financial estimates
Financial estimateRevenue estimate
Valuation estimate
Wafflemeister leadership team
Management profileNumber of profiles
Profiles1 record
Wafflemeister funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Wafflemeister 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 Wafflemeister
What does Wafflemeister do?
Wafflemeister is a UK-based Belgian waffle company that operates physical eateries at visitor attractions, hotels, universities, retail parks, and airports, serving made-to-order Liege waffles, crepes, sundaes, shakes, and drinks. The company also distributes pre-packaged waffles (Classic, Toasting, Chocolate Coated, Waffle Bites) through retail partners such as Waitrose and Costco, and offers delivery via Deliveroo, Uber Eats, Just Eat, and TikTok Shop.
Is Wafflemeister a public or private company?
Wafflemeister is a private company. It is classified as unknown and is currently operating.
When was Wafflemeister founded?
Wafflemeister was founded in 2010. It employs 11 to 50 people.
Where is Wafflemeister based?
Wafflemeister is headquartered in Kingston Upon Thames, United Kingdom, in the Europe region.
How does Wafflemeister make money?
Four revenue lines are on record. Eatery Sales are the primary driver. The others are delivery & Takeaway, retail Products and tikTok Shop.
Who are Wafflemeister's main competitors?
Direct peers on record are Gail's Bakery, Wafels & Dinges and La Belgian Waffle Co.. Broad incumbents are Krispy Kreme, Cinnabon, Pret a Manger, LEON Restaurants and Auntie Anne's.
Does Wafflemeister have an API?
No public API is recorded for Wafflemeister.
What industry is Wafflemeister in?
Wafflemeister's product category is Specialty Bakery and Confectionery. Its primary akta.pro industry code is THAFAGAK, Bubble Waffle, Crepe & Specialty Dessert Kiosks, with a secondary code of THAFADAH, Dessert Cafes (Coffee + Desserts). Its NAICS code is 722515 and its SIC code is 5812.