Can you briefly introduce Waffle Factory and the main missions of the company?

Waffle Factory is a chain of restaurants offering sweet and savory waffles, freshly made on-site in each of our locations. We are a family-owned business founded in 1987, and the brand was launched in 2003 with our first opening at Vélizy 2. We are mainly located in shopping centers and city centers. Although we are a Belgian company, most of our expansion has been in France, with 75 of our 81 restaurants located there. The remaining ones are spread across Belgium, Switzerland, and Morocco. We bring deliciousness to our Waffle lovers!

‍

What are your main challenges in terms of commercial and marketing strategy, especially in your competitive landscape?

We operate in a competitive market within the food industry, but we are fortunate to rarely face direct competition for the same product. When we do, the quality of our product often makes the difference.

‍

‍

Can you share your development strategy and expansion goals?

As a family business, we are not under any pressure to grow. This allows us to expand in a controlled manner, only when we find the right combination of franchisee and location. Over the past few years, we’ve maintained a steady pace of 8 to 10 new openings per year, but if conditions are not right, we have no problem slowing down. This measured growth also allows our internal structure to keep up and provide sufficient support to our network. One of our goals for the coming years is to expand more internationally.

‍

Why did you choose MyTraffic to support your development strategy?

As mentioned earlier, foot traffic is the number one criterion for selecting a location. The tool allows us to easily and accurately validate this criterion, and reliably so, without the bias of manual counting done over a few days without considering seasonality or exceptional events at the time of counting.

‍

What attracted you to MyTraffic?

The ease of use and efficiency of the solution.