Waffle Up

Waffle Up is a Singapore-headquartered quick-service restaurant (QSR) brand specializing in waffles, positioned as a global waffle franchise. According to its official website, the brand was first baked in Bangladesh and is currently the largest and fastest-growing QSR waffle chain. It describes itself as having landed in Singapore and expanded 'from Singapore to the world'. The brand set out in 2021 to redefine waffles as a delectable street food dessert, and its innovative product offerings quickly paved the way for it to become the fastest-growing waffle franchise brand in Bangladesh and beyond. Its stated goal is to transform waffles into the ultimate street food experience for the world. Waffle Up's core innovation is the reimagining of waffles into an on-the-go format, capturing the essence of street food culture. Its signature format is 'Waffle On A Stick' — bite-sized waffles presented on a stick or a tray, designed as convenient street food that can be eaten on the go. The menu includes single pieces for trying four different flavours, and crunchy, flavourful waffles. Notable products include the Kunaffle™ (a limited edition crispy waffle dipped into Nutella sauce, layered with creamy kunafa spread, and topped with special crunch and crushed pistachio nuts), Tri-Chocolate (a trio of dark, milk, and white chocolates dipped in Nutella sauce), Mad Mango (juicy mango cubes drizzled with rich chocolate sauce, white chocolate and creamy white sauce), Nutella, Red Velvet (rich and crispy waffle with red-velvety goodness and cream cheese, white sauce and white chocolate sprinkled coconut flakes), Strawberry & Banana with Nutella (fresh imported strawberries, banana, nutella and nuts), and Bananatella & Nuts (a fusion of fresh banana and nutella). The brand operates as a franchise model, with a global footprint that began in Bangladesh and now includes Singapore. Its positioning is centered on making waffles an accessible, affordable, and portable street food dessert rather than a luxury dessert traditionally served in sets of four. Waffle Up's official website serves as its primary commercial platform, offering menu viewing and online purchasing options. As of the available evidence, the brand is active and privately held, with no publicly disclosed parent company or ownership structure.

Waffle Up was established with the aim of redefining waffles as a street food dessert. According to its official website, the brand set out in 2021 to redefine waffles as a delectable street food dessert. Its innovative product offerings quickly paved the way for it to become the fastest-growing waffle franchise brand in Bangladesh and beyond. The brand was first baked in Bangladesh and later landed in Singapore, from where it describes its expansion as 'from Singapore to the world'. It is currently described as the largest and fastest-growing QSR waffle chain. The brand's history is closely tied to its signature innovation, the 'Waffle On A Stick', which reimagined the traditional notion of waffles and adapted them to an on-the-go format, capturing the essence of street food culture. This format, along with a menu of creative flavours such as Kunaffle™, Tri-Chocolate, Mad Mango, Red Velvet, and fruit-based options, has driven its franchise growth. As of the available evidence, Waffle Up operates as a global waffle franchise with a presence in Singapore and Bangladesh, and continues to expand its international footprint.

• 2021

  Waffle Up set out to redefine waffles as a street food dessert.

• First baked in Bangladesh; became the largest and fastest-growing QSR waffle chain.

• Landed in Singapore, expanding 'from Singapore to the world'.

Street food dessert / on-the-go waffle QSR franchise

• Waffle On A Stick

  Bite-sized waffles presented on a stick or a tray, designed as convenient street food.

• Kunaffle™

  Limited edition crispy waffle dipped into Nutella sauce, layered with creamy kunafa spread, and topped with special crunch & crushed pistachio nuts.

• Tri-Chocolate

  A trio of dark, milk, and white chocolates dipped in Nutella sauce.

• Mad Mango

  Juicy mango cubes, drizzled with rich chocolate sauce, white chocolate & creamy white sauce.

• Nutella

  A trio of dark, milk, and white chocolates dipped in Nutella sauce.

• Red Velvet

  Rich & crispy waffle with red-velvety goodness & cream cheese, white sauce & white chocolate sprinkled coconut flakes.

• Strawberry & Banana with Nutella

  An explosion of fresh, imported strawberries, banana, nutella & nuts.

• Bananatella & Nuts

  A fusion of fresh banana and nutella.

1. 1Waffle Up Official Websitewaffleup.global
2. 2Waffle Up - Wikidatawikidata.org