Food brands often stick to a familiar path. American burgers come from the U.S. Italian pizza has its roots in Naples. But there are intriguing exceptions. Nando’s, a chicken chain, started in South Africa but proudly showcases its Portuguese-Mozambican roots. Jollibee began in the Philippines, catering to its local community before expanding widely.
Waffle Up presents a fresh take on this model. Based in Singapore but executing operations from Bangladesh, it blends traditional food branding with modern tech. By borrowing the best ideas from various markets, Waffle Up aims to create a global waffle brand that stands out. Since its launch in 2021, it has opened 16 outlets across Bangladesh and Singapore and sold over a million waffles.
Founder Salman Goni has a unique perspective on the industry. With years of experience running restaurants, he combines culinary knowledge with technology. In his view, understanding food is crucial. He studies local specialties meticulously, ensuring that every product they offer is not just tasty but also innovative.
Waffle Up faces a significant challenge: the waffle market is generally fragmented. No brand has dominated globally like Krispy Kreme does for donuts. The key, Salman believes, lies in operational innovation and making the product widely accessible. Waffle Up has engineered its waffles for delivery, ensuring they remain appealing and fresh even when transported.
The brand invests heavily in technology rather than traditional infrastructure. It gathers customer data systematically, which helps in forecasting demand and optimizing inventory. This data-driven approach allows for better decision-making, ensuring that the brand operates efficiently and responsively.
Another unique aspect of Waffle Up is its supply chain model. Rather than relying on a central kitchen that limits expansion, it uses a warehouse-to-outlet method. This reduces capital requirements and simplifies logistics, enabling rapid expansion without heavy investments in real estate.
Salman’s ambition is clear: he wants Waffle Up to be a recognizable global brand without needing a massive physical presence everywhere. He believes that with the right technology and systems, the brand can maintain quality and engage customers effectively.
However, Waffle Up must navigate challenges as it scales. The competition for dessert offerings is fierce, and maintaining quality across various markets while optimizing costs will be essential. The blending of culinary expertise, operational systems, and technological innovation will be critical to its long-term success.
As Waffle Up ventures into new markets, its innovative model and strategic thinking could redefine how food brands scale globally. The ambition to create a beloved global dessert brand is ambitious, but the foundation is strong, supported by unique insights and a clear vision for the future.
For more insights into scaling innovative food brands, check out resources like the [Harvard Business Review](https://hbr.org/) and [McKinsey & Company](https://www.mckinsey.com/). These platforms provide valuable research on market trends and business strategies.
