Taste
Taste
Pleasure with nothing to hide
Every waffle is made right before your eyes with simple, carefully chosen ingredients. Honest, generous indulgence, made to be enjoyed with complete confidence.
Our identity is built on deep-rooted Belgian know-how, creative daring that never stands still and a constant invitation to embark on new indulgent adventures.
Taste
Taste
Every waffle is made right before your eyes with simple, carefully chosen ingredients. Honest, generous indulgence, made to be enjoyed with complete confidence.
The craft
The craft
Our dough, our recipes and our techniques are the fruit of genuine Belgian know-how. Behind every waffle lie mastery, high standards and a constant drive to do even better.
Daring
Daring
We nurture curiosity and the urge to surprise. We explore new ideas, imagine unexpected experiences and shake up habits, without ever losing our taste for what really matters.
People
People
It comes from smiles shared at the counter, personalities meeting and moments spent together. Because no adventure tastes as good on your own.
Why only make sweet waffles when you can create a savoury waffle that is unique, innovative and daring? Creative madness and an absolute passion for the product.
Because it all starts with this passion: a passion for unique, pure and inimitable taste. A passion for limitless creativity.
And a fierce desire for every bite to be a complete adventure: thrilling, intoxicating and wickedly indulgent. 40 years of shaping the future of the modern waffle.
That is the story of WAFFLE.
1987
In Tournai, Belgium, Stéphane Desobry founds Belgaufre and develops his know-how around the Liège waffle.
1999
The Liège waffle has itchy feet! With the creation of The Waffle Factory, Stéphane Desobry and his father take Belgian know-how beyond borders. An adventure that begins… and smells of warm waffles!
2003
The waffle broadens its horizons. Sweet and now savoury too, it fits every moment of the day.
2011
Guillaume Desobry carries on the family adventure and drives the development of the network, the offer and the brand.
Today
A simpler name. A stronger identity. And still what matters most: sweet and savoury waffles made on site, Belgian know-how and indulgence that keeps on travelling.
Our history shapes everything we do, but never stops us moving forward. We keep exploring, creating and evolving waffle culture, with the same generosity and the same desire to share.
We keep what matters. And the adventure continues.