Celebrating a decade in business, The Belgian Waffle Co is gearing up for a major expansion drive. The dessert chain is planning to open 280 new outlets over the next two years, backed by an investment of around ₹20 crore, Managing Director and CEO Ankit Patel revealed in an interview with ETRetail.
The brand already boasts a strong footprint with 700 outlets across 230+ cities in India, and it’s not slowing down. “We open anywhere between 100 to 120 outlets annually. Last year, we opened nearly 140 stores, and the pace will stay consistent over the next couple of years,” Patel said.
While the brand has so far followed a balanced model—with 50% of its outlets being company-owned and the rest operated by franchise partners—its future plans are more metro-focused. Of the 280 new stores, 100–110 will follow the COCO (company-owned, company-operated) model, primarily targeting India’s larger metro cities. The remaining outlets will be franchise-driven, with a focus on Tier III and Tier IV cities, where the brand continues to see strong demand for partnerships.
Patel also mentioned that The Belgian Waffle Co is taking inspiration from international F&B giants to streamline its operations and replicate success across geographies, especially through franchising.
The brand operates across three formats—kiosks, takeaway counters, and full-fledged cafés—giving it the flexibility to adapt to varying locations, customer needs, and real estate dynamics.
With consumer appetite for on-the-go dessert options rising, The Belgian Waffle Co’s expansion strategy seems to be in sync with evolving urban and semi-urban trends.
