Our brand in the spotlight

25 September 2025

On Wednesday 24 September at 8 pm, in the Grand Format programme presented by Léa Salamé on France 2, Waffle Factory was featured in a report on the rise of sweet treats. 📈

Indeed, the success of brands specialising in indulgent offers is in full swing. A chance for us to showcase our Marseille Vieux-Port outlet and our franchisee Nathanaël Toubiana – a partner very dear to our hearts.

Sweet treats, a trend that is winning more and more people over 🤤

Whether it’s little everyday pleasures or moments together, sweet consumption is growing steadily. Consumers want to treat themselves, really. But they also want to try new flavours and get off the beaten track.

Choco peanuts Waffine and drinks served on a table — Our new Choco Peanuts range for autumn

At Waffle Factory, we’ve seen this trend for several years: our sweet waffles, whether our Liège waffles or our Waffines, appeal to an ever more varied clientele: families, students, working people, retirees…

We’ve also noticed that sweet treats are no longer just for an afternoon snack but have found their way into every consumption moment. Whether it’s dessert at lunchtime, a treat in the morning or comfort in the evening after a day at work, our varied, indulgent and generous recipes always find their way to your taste buds. 🍴

Marseille Vieux-Port, a showcase for Belgian indulgence 📍

It was in the heart of our 150 m² outlet that the France Télévisions reporter set up his camera. He was able to capture the friendly and indulgent atmosphere we offer our customers.

A moment of sharing with Nathanaël too, who was able to showcase our know-how and our Belgian roots. 🇧🇪

Self-order kiosks in a WAFFLE restaurant — Waffle Factory Marseille Vieux-Port

Waffle Factory, where pleasure meets conviviality 🫂

We have firmly believed for many years that indulgence is a pleasure to be shared. Our mission is to offer innovative, accessible and tasty recipes that adapt to every consumption moment of the day.

Sweet treats are not just a trend, but a genuine change in consumption habits. Combined with our range of savoury waffles, we give our customers complete taste satisfaction.