Wafels & Dinges location to open near Baruch

Hailey Chin

New York City-based dessert chain Wafels & Dinges is set to open a new location in the Flatiron District this September.

The company is known for serving authentic Belgian waffles made using centuries-old craftsmanship.

To make waffles, or “wafels,” restaurant staff uses waffle dough and a cast-iron waffle maker. The wafel is then topped with “dinges.” According to their website, dinges is Belgian slang for toppings of “whatchammacallits.”

People who have never tried wafels before may start with the business’ “stuff we think we’re famous for,” which features items like its “Liège Wafels” and “Legendary Wafels.” For people without a sweet tooth, there are savory menu items such as the “Hashbrown Breakfast Wafel” or the “Pork Wafel Sandwich.”

The company’s website provides a sensationalized but entertaining backstory, in which a Belgian king and his nation’s culinary affairs ministry were tasked a “special envoy for wafels” to improve the quality of Belgium waffles in the United States.

Founders Thomas DeGeest — otherwise known as the “Knighted” envoy — and his wife Rossanna Figuera launched the dessert chain in 2007 as a food truck in New York City. The truck was later ditched in favor of kiosks as the company garnered more popularity from food blogs and faced stiffer competition from other transportable food services.

The company displays a full timeline online, featuring significant years that played a role in leading it to where it is today.

The franchise has received numerous awards, among them being the NYC Vendy Award for Best Mobile Vendor in 2009 and winning an episode of ‘Throwdown with Bobby Flay’ in 2010.

The company started franchising earlier this year and has at least six locations nationwide.

The company attracted many potential franchisees through its menu that offers something to eat from breakfast to dinner, limited workspace, low initial investment and recognizable national brand.

“Wafels & Dinges’ innovative operation blueprints, cult-like following, and high-consumer demand are unmatched in the industry,” Vince Blumetti, who is a senior franchise development consultant at DCV Franchise Group, told Restaurant News.

“The brand has not only established itself as a game-changing concept, but created a culture which exudes authenticity and approachability by taking an immense amount of pride in its inviting and inclusive philosophy.”

Customers may order directly from actual store locations or the company’s website, where there are local delivery and nationwide shipping options.

The new Flatiron franchise will offer something special for its customers, including Baruch College students.

“Rather than issuing selective discounts, the 23rd Street location will have a new pricing schedule that is about 15% lower for most waffles,” DeGeest told The Ticker in an email. “I think students — and customers of all walks of life — will appreciate that.”