If you’re looking for our latest waffle adventures, features, & what’s to come. Lucky you! You’ve come to the right place. For all media & press inquiries please contact brittany@mywafflewaffle.com. We love to share the WaffleWaffle story!

Press Releases


  • March 28, 2016 WaffleWaffle, an All-American company delivering waffles that go so beyond breakfast they deserve a category all their own, announces the launch of their new product; WaffleWaffle Waffle Poppers. Today, this close knit Belgian waffle family is proud to unleash their chocolate chip Waffle Poppers being sold exclusively at select Sam’s Clubs.“We strive to […]


Lights, Camera, Waffles!


Our story

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! While traveling the world, co-founders Justin and Sam discovered delicious waffles in various shapes, sizes, and flavors. Inspired by their travels, Justin and Sam were determined to bring elements from all waffles together to create the best waffle in the world. A WaffleWaffle is a wonderful dough-based waffle made with a distinctive blend of sugars, and packed full of the flavors waffle lovers enjoy most!