Established
2016
Franchise Units
8
Minimum Investment
$175,000
Franchise Fee
$30,000
Total Investment Range
$350,000
Home Based
No
Description
Press Waffle Co. is a modern dessert franchise built around one simple but powerful idea: authentic Belgian Liege waffles served fresh, warm, and customized with premium toppings. Known for its crave-worthy menu, Instagram-friendly presentation, and flexible operating formats, Press Waffle Co. has carved out a strong position in the fast-growing dessert and snack segment in the United States.
The brand blends European-style craftsmanship with American dessert culture, offering pearl sugar waffles that caramelize on the press, creating a crisp exterior and soft, buttery interior. From classic toppings like Nutella and strawberries to indulgent ice cream pairings and seasonal specials, Press Waffle Co. appeals to a broad demographic—families, students, young professionals, and dessert lovers of all ages.
With a streamlined menu, strong branding, and multiple revenue channels, Press Waffle Co. is positioned as an accessible yet premium franchise opportunity for entrepreneurs looking to enter the food service space with a differentiated concept and scalable business model.
Why Invest in This Franchise?
Press Waffle Co. stands out in the crowded food franchise market by combining simplicity, strong margins, and visual appeal. Key reasons investors are drawn to this brand include:
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Proven Product Appeal: Authentic Liege waffles with customizable toppings drive repeat business and social media engagement.
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Flexible Formats: Operate as a brick-and-mortar café, food truck, kiosk, or non-traditional location, depending on market demand and budget.
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Operational Simplicity: A focused menu reduces labor complexity, food waste, and training time.
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Growing Dessert Market: The U.S. dessert and specialty snack category continues to expand, driven by experiential dining and indulgence trends.
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Strong Brand Identity: Clean, modern branding with high visual impact supports organic marketing and customer loyalty.
Background
Press Waffle Co. is a modern dessert franchise built around authentic Belgian Liege waffles, crafted fresh-to-order and finished with premium toppings. The brand has earned recognition for combining European waffle tradition with a clean, contemporary American dessert experience.
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Established Year: 2016
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Founders: Bryan Petroff and Kyle Mack
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Franchise Active Units: 8+ locations across the United States
Brand Journey & History:
Press Waffle Co. began as a passion project to introduce true Belgian Liege waffles—known for their pearl sugar caramelization and rich, buttery texture—to the U.S. market. The concept quickly gained traction through pop-ups and mobile formats, validating strong consumer demand before transitioning into a structured franchise system. Its early success was fueled by a simple menu, high product quality, and strong visual appeal that resonated on social media.
Ownership & Structure:
The company operates as a privately held franchise brand, focused on controlled expansion and long-term unit performance. Growth has been driven by both single-unit owner-operators and multi-unit franchise partners.
Market Presence (USA):
Press Waffle Co. locations are strategically placed in high-traffic urban and suburban markets, college towns, lifestyle centers, and event-driven areas. The brand’s flexible footprint allows it to succeed in brick-and-mortar cafés as well as food trucks and kiosks.
Industry Category:
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Dessert Franchise
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Quick-Service Restaurant (QSR)
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Specialty Waffles & Sweets
Support Training
Press Waffle Co. offers a structured franchise support system designed to guide owners from initial onboarding through long-term operations.
Pre-Launch Support:
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Site selection guidance and location evaluation
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Store layout and design recommendations
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Equipment specifications and vendor sourcing
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Assistance with permits, licenses, and pre-opening checklists
Training & Operations:
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Comprehensive initial training covering food preparation, operations, customer service, and brand standards
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Standard operating procedures (SOPs) and recipe consistency guidelines
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Point-of-sale (POS) system setup and usage training
Marketing & Brand Support:
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Grand opening marketing strategies
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Ongoing brand-level marketing assets and campaigns
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Social media content guidance and promotional calendars
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Local store marketing support to drive community engagement
Ongoing Support:
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Continuous operational coaching
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Menu updates and seasonal product launches
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Performance benchmarking and best-practice sharing across the franchise network
Ideal Candidate
Press Waffle Co. is well-suited for a wide range of entrepreneurs, including:
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Owner-Operators who want a hands-on, community-focused food business
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Multi-Unit Investors seeking a scalable dessert concept with flexible formats
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Hospitality or Food Service Professionals looking to leverage industry experience
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Entrepreneurs with Marketing Savvy who value brand storytelling and social media engagement
Key Traits:
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Passion for food, desserts, and customer experience
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Strong work ethic and attention to detail
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Ability to manage staff and daily operations
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Adequate capital and financial discipline
Location Preference:
High-traffic retail corridors, lifestyle centers, college areas, downtown districts, and event-driven locations are ideal for maximizing visibility and sales.
Financial Detail
| Investment Category | Estimated Cost (USD) |
|---|---|
| Franchise Fee | $30,000 – $40,000 |
| Total Initial Investment | $175,000 – $350,000 |
| Minimum Liquid Capital | $75,000 – $125,000 (estimated) |
| Build-Out & Infrastructure | $60,000 – $150,000 |
| Equipment & Fixtures | $40,000 – $90,000 |
| Initial Inventory & Supplies | $5,000 – $10,000 |
| Technology & POS Setup | $3,000 – $6,000 |
| Marketing & Grand Opening | $8,000 – $15,000 |
| Working Capital (3–6 Months) | $20,000 – $40,000 |
| Royalty Fee | Ongoing % of gross sales |
| Brand / Marketing Fund | Ongoing contribution applies |
| Expected Break-Even | 12 – 24 months (location & execution dependent) |
| Estimated ROI Potential | Strong margins driven by high-volume dessert sales |