WaffleWaffle was founded by Justin Samuels and Sam Rockwell while in college at the University of Wisconsin-Madison. As friends from the Wisconsin School of Business, both were always looking for the next great idea. And then it hit them – Waffles! But not just any waffles, the best kind out there. Sweet, delicious gourmet, Belgian style waffles.

The idea started when Sam, an avid skier, noticed that many Vermont ski mountains sold waffles at the foot of chairlifts for cold and hungry vacationers. After testing the waffle Sam not only had a new favorite snack, but an interesting idea. Around this same time, Justin was returing to the US after spending four months abroad in Spain. While abroad, Justin also noticed that gourmet waffles were popular everywhere. Spain, Italy, you name it; people loved their waffles. After realizing their common connection to the same product, Sam and Justin set out make their own waffle that was even better than those they had tried in the past. The gourmet waffles sold in the United States were good, but could be better. After months of market research, taste testing, and kitchen time with chefs and consultants, WaffleWaffle was born.