Waffle Wands has already done the hardest part of building a food brand. It has made people obsessed with a product they had never heard of a decade ago. Now it needs franchise partners to take that obsession off the internet and onto the high street.
The Brand
Waffle Wands was founded in 2015 as a family business with a simple idea: give the humble waffle the glow-up it deserves. Working weddings, corporate events and private parties, the brand quietly built a reputation among some of the world's biggest names, catering for clients including Netflix, LEGO, Guinness, British Airways, Warner Bros, The FA and the England football team.
That events business proved the concept worked. What nobody predicted was what happened when the product met social media. Waffle Wands' toppings bar, oversized chocolate-dipped wands and made-for-video presentation turned customers into content creators, and the brand went viral, first in the UK and then internationally, with fans in the United States and Germany asking when Waffle Wands would open near them.
In 2024, the family opened their first physical store, a small unit in St Albans that quickly became a destination in its own right, picking up local press coverage, a national street food award and a finalist place at a European industry awards. The brand has since taken pop-up residencies in London food halls including Market Place in Peckham, proving the format travels far beyond its Hertfordshire roots.
Going Viral
The experience is the product. Every Waffle Wand starts life as a freshly cooked waffle on a stick, then customers choose their own combination from a wide range of chocolates, sauces and toppings, from Biscoff and Oreo crumb to fresh strawberries and freeze-dried sweets. That build-your-own moment is what turns a simple purchase into something worth filming, and it is why the brand's content performs the way it does.
The range has grown well beyond the original wand. The current menu spans waffles on a stick, mini pancakes, stroopwafels, milkshakes, iced coffee, ice cream, Feastables and freeze-dried sweets, giving a single site multiple reasons for a customer to return in the same week.
Beyond the follower count, Waffle Wands has built a genuine trophy cabinet in a short space of time:
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Entrepreneur of the Year, British Street Food Awards 2025
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Europe's Best Dessert, 3rd place, European Street Food Awards 2025
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Supplier of the Year, Togather Awards 2025
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Corporate and events clients including Netflix, LEGO, Guinness, British Airways, Warner Bros, The FA and the England football team
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Waffle Wands® is a registered trademark, giving franchisees the confidence of a properly protected brand
Built to Grow
Waffle Wands has already proven its format works well beyond a single high street unit. The same product has succeeded in a permanent retail shop, mobile food truck pop-ups, festival and event catering, and shared food hall sites, giving franchisees genuine flexibility over how they enter the market and multiple ways to grow once they are established.
Every franchisee joins a business with a proven product, an established brand identity and a founding family who remain hands-on in the day-to-day running of the business.
Fees
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Initial franchise fee: £15,000
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Management fee: 6% of revenue
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Marketing fee: 2% of revenue
Waffle Wands is looking for hands-on, hospitality-minded people who want to build something with genuine long-term value, not simply buy a job. The ideal franchisee is likely to be:
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Comfortable running a customer-facing operation day to day, at least in the early stages
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Excited by a brand with a strong social media identity and keen to build on that locally
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Hard working, organised and willing to follow a proven system rather than reinvent it
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Financially prepared for the investment required, with the ability to fund working capital as the business grows
No specific food industry background is required. What matters most is energy, reliability, and a genuine enthusiasm for the brand and the experience it gives customers.
WANT TO KNOW MORE ABOUT THE WAFFLE WANDS FRANCHISE?
Please contact steve@platinumwave.co.uk and request the franchise prospectus!