Where It All Began
Born in Chandigarh, 2020
The Belgian Waffle Xpress launched in Chandigarh in November 2020 as a delivery-first cloud kitchen — one waffle iron, two operators, zero walk-ins. Orders came through Zomato and Swiggy. No café, no seating, no real estate bet. Just a kitchen, a menu, and a question: could this scale?
It could. The cloud-kitchen DNA validated the operating model before we opened a single physical outlet. It produced the unit economics that power a ₹3 Lakh franchise entry today. And it shaped the 60 sq ft kiosk format we run across 29 outlets in 13 cities and 7 states — delivery-first thinking baked into every location. 94% of our outlets are profitable. Typical break-even: month 5–7.
Our tagline, “Just Waffle It.”, carries a story most people don't know. In 1974, Nike co-founder Bill Bowerman used a waffle iron to create the sole of the Waffle Trainer — the shoe that helped build an empire and inspired the legendary “Just Do It.”
We took that same waffle-iron spirit and brought it full circle: waffles to Nike to “Just Do It” to “Just Waffle It.” The neon sign glowing in every TBWX outlet is more than decor — it's the soul of our brand.
Just Waffle It.
