India’s rapidly expanding dessert-based QSR chain, The Waffle Co., has announced plans to open 200+ new locations across India by 2026. In total, an estimated 200 new stores will be added over the next 18 months. Furthermore, it will help strengthen the brand’s position in several key urban markets while continuing to develop it in newer markets across India.
The planned store pipeline spans a diverse range of cities and neighbourhoods, including Muzaffarpur (Bihar), Chittorgarh (Rajasthan), Vaishali (Ghaziabad), Assandh (Haryana), Hyderabad (Telangana), Kishangarh (Rajasthan), Wardha (Maharashtra), Meerut (Uttar Pradesh), Muzaffarnagar (Uttar Pradesh), Roorkee (Uttarakhand), Gangtok (Sikkim) and Sonipat (Haryana).In Mumbai, the brand is planning a number of openings in highly trafficked locations such as Dadar, Ghatkopar, Goregaon, Kandivali, and Vikhroli East, thus further establishing itself in the largest retail and residential areas of Western India.
The Waffle Co.’s growth strategy centres on a mix of high-street outlets, shopping mall locations, and neighbourhood hubs that cater to impulse and repeat dessert purchases. The brand’s menu, featuring waffles, thick shakes, pancakes, and other confectionery products, has been well received by the younger generation, families, and casual diners, thereby contributing to the interest in expansion among the brand’s franchise partners.
Co-founder Amar Preet Singh said, as noted in ET Hospitality, the company’s ability to scale has been driven by “strong consumer demand, a scalable business model, and a deep understanding of evolving dessert preferences.” He noted the expansion will not only enhance The Waffle Co.’s presence in established urban areas but will also extend its reach into rapidly growing Tier II and Tier III cities, where organised dessert formats are gaining traction.
