As we reflect on our journey, we're grateful for the opportunities that have shaped us into the entrepreneurs we are today. We joined our family business, Giani’s and gained hands-on experience in the world of restaurants.
In 2015, we revamped Giani's, which sparked a passion for innovation and growth. We then launched The Waffle Co. in 2017, followed by two more brands in 2022 and another in 2024.
Throughout this journey, we've learned invaluable lessons about resilience, teamwork and staying true to our values. We're excited to continue pushing the boundaries of what's possible and exploring new opportunities for growth and innovation.
Building on the success of Giani's, we identified a significant market demand for waffles and pancakes, which led us to launch The Waffle Co. in September 2017. Initially, we had planned to offer waffles as a category within Giani's, but the overwhelming demand prompted us to create a standalone brand.
Since our first outlet opened at Delhi's Shankar Road, Rajinder Nagar, the journey has been incredibly rewarding. Today, The Waffle Co. boasts of over 125 stores in Delhi and 1 in Canada, with ambitious plans to expand to 300 stores in the next couple of years.
For 2025, The Waffle Co. has aggressive expansion plans in place. We aim to reach a milestone of 160+ stores by the end of 2025. Additionally, we are set to take our brand global, with plans to initiate international operations and bring our signature waffles to a wider audience.
Looking ahead at the next 5 years, our vision for The Waffle Co. is to become the most beloved and dominant waffle brand in the country. We envision a strong presence across India, with multiple outlets in every major city, and a loyal customer base that appreciates our commitment to quality and innovation.
We've leveraged technology to fuel our brand's growth and expansion. Our tech infrastructure allows us to collect valuable customer data, providing insights into their preferences and behaviors. We've also partnered with leading food delivery platforms like Swiggy and Zomato to enhance our online presence. Additionally, we engage with our customers through Instagram, keeping them updated on our latest offerings. To further enhance customer experience, we're launching our own brand app, which will feature a loyalty program and enable customers to place orders directly through the app.
As the markets in tier II and tier III cities continue to grow, we're seizing the opportunity to expand our presence in these areas. With increasing spending power and relatively less competition, we're aggressively planning to open new stores across these cities, pan-India, to cater to the emerging demand for quality waffles and exceptional customer experience.
The three key trends in the F&B industry right now are:
The Indian dessert market has undergone a significant transformation in recent years. Besides traditional sweets, there's a growing demand for modern and innovative desserts. International desserts like waffles and cheesecakes are gaining popularity, and consumers are seeking premium and artisanal desserts that offer a unique experience. Healthier dessert options and online delivery services are also on the rise.
In the next 5 years, I envision the Indian dessert market to be more diverse, innovative, and experiential. With the rise of social media, desserts will become more visually appealing and Instagram-worthy. Consumers will demand unique and personalized dessert experiences, driving the growth of bespoke desserts and dessert bars.
Influencer marketing is crucial for F&B brands, as it allows us to showcase our products and experiences through authentic and engaging storytelling. Influencers help us reach a wider audience, build brand awareness, and drive footfall. We've definitely leveraged influencer marketing, partnering with social media influencers and bloggers to promote our brand and products.
Franchising has been a game-changer for the F&B industry, enabling brands to scale rapidly and efficiently. It allows entrepreneurs to own and operate a business with a proven model, while also providing brands with a cost-effective way to expand their reach. In the future, I see franchising continuing to play a vital role in the F&B industry, with a focus on standardization, technology integration, and innovative business models.
At The Waffle Co., we prioritize supporting our franchisees to ensure their success. We provide comprehensive training programs, covering operations, marketing, and customer service. Our franchisees also receive ongoing support through regular site visits, performance monitoring, and access to our centralized marketing and supply chain systems. Additionally, we offer a dedicated franchisee support team to address any queries or concerns they may have.
