Waffle Up is a Singapore-based food-tech QSR brand specializing in waffles, operating primarily from Bangladesh. It seeks to create a global brand similar to Krispy Kreme but structured differently by leveraging operational and technological innovations rather than traditional real estate investments. Founded by Salman Goni, the company emphasizes data infrastructure, standardized recipes, and operational procedures to ensure consistency and scalability. Waffle Up identifies an opportunity in the fragmented global waffle market, employing strategies like a warehouse-to-outlet model instead of a central kitchen. The brand combines local talent and technology to streamline operations and aims for measured expansions into new markets while maintaining profitability and brand integrity.
Building a Global Food-Tech QSR Waffle Chain: The Waffle Up Strategy
