What Waffle Time does

Waffle Time Inc. is a Filipino food service company that operates a franchise network of over 400 waffle kiosks across more than 100 cities in the Philippines. Founded in September 1998 in Iloilo City, the company sells freshly baked waffles in both savory varieties (Tuna Salad, American Hotdog, Cheesedog, Ham and Cheese, German Cheese Franks, and others) and sweet varieties (Ultimate Ube, Belgian Chocolate, Bavarian Cream), positioning itself as an affordable, mass-market snack option. The company operates without proprietary technology, relying on traditional food retail formats and a handcrafted production approach. Its core technology is essentially the franchised kiosk model itself, with no digital platform, app, or proprietary systems disclosed.

The company's revenue model rests on three streams: franchise fees and royalties from its 400+ outlets, direct product sales through its network, and party package catering services for events. Franchisees receive brand access, initial training, and ongoing operational support in exchange for fees and likely ongoing royalties. The company serves individual consumers seeking affordable snacks, party and event organizers requiring catering services, and aspiring entrepreneurs looking for franchise opportunities. Five regional offices (Iloilo headquarters, Cebu, Davao, Manila/Pasig, and Cagayan de Oro) provide nationwide operational coverage. The company also operates the Waffle Time Foundation, a nonprofit-affiliated entity focused on education, environment, and social enterprise initiatives in local communities.

The business operates as a private Philippine corporation with no disclosed parent company, institutional investors, or public funding rounds. Waffle Time claims 31,500+ waffles sold daily across its network and a 120% return on investment for franchisees, though these are self-reported metrics. The company does not disclose revenue figures, and ownership structure is not publicly documented. Competitive positioning emphasizes its national brand identity as 'Ang Pambansang Waffle ng Pilipinas' (The National Waffle of the Philippines), supported by 25 years of brand-building and an extensive distribution footprint that constitutes its primary competitive moat.

Name

Waffle Time

Legal name

WaffleTime Inc.

Website

https://waffletime.com

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Waffle Time is a Filipino franchise chain selling freshly baked sweet and savory waffles through 400+ retail outlets across 100+ Philippine cities. Founded in 1998, it serves mass-market consumers seeking affordable snacks and offers franchise opportunities to entrepreneurs.

Ownership category

akta.pro rank

Product category

Quick-Service Waffle / Snack Chain

NAICS

Retail Bakeries (311811)

SIC

Bakery Products (2050)

akta.pro primary industry

Bubble Waffle, Crepe & Specialty Dessert Kiosks (THAFAGAK)

Keywords

• Freshly baked waffles
• Food kiosk franchise
• Party catering packages
• Philippines snack chain
• Savory sweet waffles

Headquarters

HQ city

Iloilo

HQ country

Philippines

HQ region

Asia

Offices5 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Franchise Fees and Royalties: Waffle Time generates revenue through franchise fees from its 400+ franchise outlets across the Philippines. Franchisees pay initial fees and likely ongoing royalties in exchange for brand access, training, and operational support.
2. Direct Product Sales: Revenue from direct sales of freshly baked waffles through company-owned and franchise outlets. Products include both savory and sweet waffle varieties sold at affordable price points.
3. Party Package Services: Waffle Time offers party packages for events and celebrations, providing specialty waffles with delivery and on-site service for various group sizes.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Waffle Time produces and sells freshly baked waffles through a national franchise kiosk network in the Philippines. Its product line spans 12 savory and sweet filling varieties (e.g., Tuna Salad, American Hotdog, Ham and Cheese, German Cheese Franks, Ultimate Ube, Belgian Chocolate, Bavarian Cream) priced for mass-market affordability. In addition to retail waffle sales, the company licenses its brand to franchise entrepreneurs and offers party package catering for events.

Product overview

Waffle Time is a Filipino food service company operating as a waffle kiosk chain, positioned as 'Ang Pambansang Waffle ng Pilipinas' (The National Waffle of the Philippines). Founded in 1998 in Iloilo City, the company has grown to over 400 outlets nationwide. The core product offering consists of freshly baked waffles available in both savory varieties (Tuna Salad, American Hotdog, Tj Cheesedog, Tj Chicken Hotdog, Cheese Delight, Ham and Cheese, Bacon and Cheese, German Cheese Franks, and Tuna Cheesedog) and sweet varieties (Ultimate Ube, Belgian Chocolate, and Bavarian Cream). The product portfolio extends to franchise opportunities for entrepreneurs and party package catering services for events. The company also operates a foundation focused on education, environment, and social enterprise initiatives.

Differentiator

Problem solved

Functional benefit

Products and services

• Freshly Baked Waffles Hand-made, freshly baked waffles sold through 400+ franchise kiosk outlets nationwide, available in 12 filling varieties including savory options (Tuna Salad, American Hotdog, Tj Cheesedog, Tj Chicken Hotdog, Cheese Delight, Ham and Cheese, Bacon and Cheese, German Cheese Franks, Tuna Cheesedog) and sweet options (Ultimate Ube, Belgian Chocolate, Bavarian Cream). Targeted at Filipino consumers seeking affordable snack food.
• Waffle Time Franchise Program Licensing program that enables entrepreneurs to operate Waffle Time kiosk outlets, including comprehensive initial training, ongoing operational support, brand access, and a claimed 120% ROI. Targeted at aspiring business owners and franchise investors in the Philippines.
• Waffle Time Party Packages Catering service for parties and events offering specialty waffles with delivery and on-site service, accommodating various group sizes from intimate gatherings to larger parties. Targeted at individuals and organizations planning events and celebrations.

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Mang Inasal: Philippine grilled-chicken QSR chain with hundreds of domestic outlets and growing international presence. Comparable to Waffle Time as a Philippine-born mass-market food franchise scaling through franchising, though operates dine-in restaurants rather than kiosks.
• Shakey's Pizza: Established Philippine casual-dining and pizza franchise chain with dine-in and delivery. Comparable to Waffle Time as a Philippine franchise food brand, but operates a full-service restaurant model with broader menu and dine-in footprint rather than a kiosk-only concept.
• Jollibee: Largest Philippine quick-service restaurant chain with broad menu, drive-thru, and aggressive international expansion. Comparable to Waffle Time as a Filipino food franchise platform but operates as a broad incumbent across multiple categories rather than a single-product kiosk niche.
• Dairy Queen: Global frozen-dessert and quick-service chain with mall and street-front kiosks. Comparable to Waffle Time as a single-category snack franchise operating through small-format outlets, but offers a broader dessert/QSR menu and operates at significantly larger global scale.
• Chowking: Philippine-based quick-service chain serving Chinese-style fast food. Comparable to Waffle Time as a Filipino mass-market QSR franchise brand, but with a full meal menu and dine-in format rather than a snack-kiosk concept.

Direct peers

• Auntie Anne's: Global pretzel and baked-snack kiosk franchise typically located in malls and transit hubs. Directly comparable to Waffle Time as a specialty baked snack kiosk franchise selling an affordable, impulse-bought single-category product through franchisees.
• Potato Corner: Philippine-origin flavored snack kiosk franchise with hundreds of outlets domestically and across Asia. Directly comparable to Waffle Time as a single-category snack kiosk franchisor targeting Filipino consumers with an affordable, on-the-go impulse purchase.
• Krispy Kreme: Global specialty baked-goods kiosk and retail chain selling a single dominant product category (donuts). Comparable to Waffle Time as a single-format, snack-occasion, kiosk-driven franchise brand that has scaled internationally through franchising.
• Master Siomai: Philippine siomai (dumpling) kiosk franchise with nationwide outlet network. Comparable to Waffle Time as a single-category, affordable, kiosk-format snack franchise targeting Filipino consumers in malls and high-traffic locations.
• Cinnabon: Global cinnamon-roll bakery kiosk franchise with mall-based, single-format stores. Directly comparable to Waffle Time as a specialty baked-goods kiosk concept with savory/sweet extensions, franchise-led growth, and an affordable-indulgence positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/waffletime_ph
• Facebookfacebook.com/WaffleTimeInc
• Instagraminstagram.com/waffletime.ph
• LinkedInlinkedin.com/company/waffle-time-group-of-companies

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Waffle Time