Learn the Art of Building a Food Franchisee Empire in India from The Belgian Waffle Co.’s Head of Strategy!

Entrepreneurship isn’t just a buzzword; it’s a lifestyle, a mindset and a roadmap to innovation and success. At ATLAS SkillTech University, we pride ourselves on nurturing the next generation of entrepreneurs, equipping them with the knowledge and skills to thrive in India’s dynamic business landscape. Recently, our management students were privileged to attend a masterclass by Vishwesh Nair, Head of Strategy, Operations and Supply Chain at The Belgian Waffle Co. (BWC), where they delved into the art of building a food franchisee business in India.

A Glimpse into The Belgian Waffle Co. Journey

Founded in 2015 by Shrey and Alisha Agarwal, BWC embarked on a remarkable journey, introducing the concept of sweet snacking in the Street Food Category in India. The brand’s commitment to innovation, simplicity and affordability led to the birth of its flagship offering, the on-the-go waffle sandwich—a unique creation that captured the hearts and taste buds of consumers.

The journey wasn’t easy, yet BWC’s persistence paid off. From a single outlet in Nariman Point’s CR2 Mall, the company expanded exponentially, boasting over 500 stores across 130 cities in India. Astonishingly, BWC sells an average of 46,000 waffles daily, demonstrating the sheer magnitude of its success.

Insights into Franchisee Business and Brand Building

During the masterclass, Vishwesh Nair shed light on various aspects instrumental to BWC’s triumph. From the inception of their iconic ‘Waff-wich’ to celebrating National Waffle Day, the brand strategically crafted its identity and captured the market’s imagination.

BWC adopted a two-pronged approach—Company Owned Company Operated (COCO) stores and Franchisee Owned and Franchisee Operated (FOFO) stores. Their emphasis on perfecting their own stores before venturing into the franchisee model showcased their dedication to excellence.

“Get your unit economics right from day one,” Nair emphasised. This principle became the cornerstone of BWC’s financial stability and cash flow management, ensuring sustained growth.

Crucially, forging strong backend partnerships, developing product-centric brand tone, and understanding cultural nuances (like the perception of waffles as dessert vs. breakfast) were pivotal to BWC’s success.

Lessons Enriching Future Entrepreneurial Ventures

Nair’s session illuminated the significance of quality, affordability and simplicity in business. BWC’s vibrant brand identity tailored for the youth demographic underscores the importance of aligning with the target audience.

Moreover, their innovative product line including waffle cakes, Ice Cream Waff-wich and collaborations with renowned brands like Kitkat and Nutella, exemplifies the power of strategic partnerships and diversification.

The session further highlighted the evolving landscape of online and offline sales, emphasising adaptability to seasonal changes.

Nurturing Tomorrow’s Business Leaders

In a country like India, where entrepreneurship fuels economic growth, nurturing a culture of innovation and business acumen becomes pivotal. The insights gleaned from Vishwesh Nair’s masterclass at ATLAS SkillTech University serve as a guiding light for our aspiring entrepreneurs. BWC’s phenomenal journey exemplifies resilience, innovation and the power of strategic planning—traits we strive to instill in our students as they embark on their entrepreneurial odyssey.

About Belgian Waffles Co.

The inception of The Belgian Waffle Co. traces back to founder Shrey Agarwal’s discovery of Belgian waffles during an international culinary expedition. Established in 2015 by Bloombay Enterprises Pvt. Ltd., the company adheres to pillars of excellence and affordability. Boasting over 500 stores across 130+ Indian cities, this franchise expands its offerings beyond waffles, presenting a diverse range of delectable products such as Waff-wich, Waffle Cakes, Ice Cream Waff-wich, Waddle Sundaes, Spreads, Pancake & Waffle Mixes, Waffle Chips, Beverages, and Waffle Sundaes. The company has garnered numerous accolades, including India’s Top Franchisee, Best Food Service/Catering, Franchisee of the Year, Top 100 Startups to Watch in 2019, Most Admired Startup of the Year, Swiggy Public Choice for Delivery, Super Startup Asia 2019, Best Waffle Brand, Best Waffle Restaurant, and the distinction of Most Popular Waffle – Naked Nuttela, among others.

The masterclass not only unveiled the intricacies of building a food franchisee business but also served as an inspiration for our students, offering a roadmap to create their entrepreneurial legacy in India’s dynamic market. At ATLAS SkillTech University, we remain committed to fostering the entrepreneurial spirit, empowering our students to shape the future of business and innovation.