Wafflesome began with a simple search: Find the perfect golden crispy waffles that are moist inside. This search led to the making of a really good waffle and the building of a cult dessert brand around it.
The journey started in a Delhi home kitchen in 2012, when Founder Miraan Punjabi began developing waffle recipes in search of a very specific result: a waffle that was crisp and golden on the outside while remaining soft and moist inside. At a time when waffles were still a relatively unfamiliar category in India, the focus was on creating a product that could stand on its own.
After he cracked the recipe for the batter and all the sauces in his home kitchen, the first opportunity to test the concept came through Diwali festival stalls. The overwhelming response to the waffles encouraged him to take the concept further, eventually leading to the opening of Wafflesome outlets in Delhi. Its presence in Greater Kailash helped establish the brand among local customers and brought attention from Delhi’s food media.
Over the years, Wafflesome has remained focused on waffles rather than trying to become a conventional café serving everything. The menu has grown around the core product to include pancakes, specialty coffee, frappes, shakes and desserts, while maintaining a strong focus on the quality and character of its recipes.
The brand’s approach to its products is also reflected in its ingredients. Unlike a lot of brands that outsource their raw materials, Wafflesome’s proprietary batter premixes are made in house without preservatives, artificial colours, added flavouring, palm oil or milk solids. The waffles are prepared without oil, keeping the focus on the texture and flavour of the waffle itself and every single sauce made in house under strict quality control.
Coffee has become an important part of the Wafflesome experience. The brand has developed its own specialty coffee blend specifically tailored to complement waffles and the flavours of its menu. Rather than treating coffee as an accompaniment, Wafflesome has developed the pairing as part of the overall experience. The response from customers has been particularly strong, with the specialty coffee range becoming one of the brand’s fastest growing categories.
The coffee menu includes espresso based beverages, cold brews and distinctive creations such as Salted Caramel Iced Latte, Strawberry Cheesecake Cloud and Orange Coffee Spritz. The combination of waffles and specialty coffee has become a defining part of the Wafflesome brand identity.
Wafflesome’s evolution has also been accompanied by continued media attention. The brand has been featured by publications including The Times of India, SoDelhi, JustDelhiing and scores of big influencers like Karan Malik covering their waffles, pancakes, coffee and cozy European café experience.
The next stage of Wafflesome’s growth is being driven by franchising. The brand has developed multiple store formats, including compact takeaway and kiosk formats alongside larger cafés. The newer smaller format allows Wafflesome to enter high footfall locations with a more efficient footprint while retaining the same product standards, branding and customer experience.
The franchise model is supported by standardised recipes, centralised batter supply, training, equipment specifications, store setup, branding, marketing and operational systems. This allows the brand to maintain consistency across locations while giving franchise partners a structured operating model and turn key stores.
Wafflesome currently has more than 12 franchise partners across 6 cities and continues to expand its presence across India.
What began with a waffle recipe developed in a Delhi home kitchen has grown into a brand built around a clear product identity. Waffles remain at the centre of Wafflesome, while specialty coffee, pancakes, beverages and desserts have expanded the experience around them.
As Wafflesome enters its next phase of expansion, the focus remains unchanged: great waffles, carefully developed coffee and a consistent experience that customers can recognise wherever they encounter the brand.
