The WaffleWaffle Story

It all started on a rainy afternoon in a Belgian café when a mysterious stranger made off with the secret recipe. Okay, that’s not totally true.

It actually started in a Wisconsin dorm room when college friends and world travelers Justin Samuels and Sam Rockwell set out to create the best darn waffle in the world. Inspired by their travels to Belgium, WaffleWaffle was born.

A dough-based Belgian-style waffle with some awesome American twists, WaffleWaffle has the authentic taste and perfect texture of European waffles combined with rock ‘n roll flavors that will send your taste buds on a trip around the world.

Whether it’s for breakfast, lunch, dinner, or an anytime treat, WaffleWaffle tastes twice as good!

Corporate Responsibility & Sustainability

  • Committed to sustainability. Every WaffleWaffle is made using the most sustainable practices, and the most energy efficient methods.
  • Renewable Resources. All products and packaging are made using wholesome ingredients, renewable resources, & wind power.
  • Locally-minded. WaffleWaffle is committed to using local materials and working with local suppliers. We are a growing company, and use every opportunity to partner with other growing companies, and support local communities.
  • We are conscious capitalists. We can achieve success while taking care of our community and environment, and will always remain committed and grateful for the people, places, and things that have helped us to grow!

Meet the WaffleWaffle team