Waffle Cabin® started in 1998 in Boston as “Leo’s Gaufres de Liège” from a pushcart.
Peter Creyf: “It was called Leo’s Gaufres de Liège because Leo was my tutor back in Belgium in 1996-1997”.
"Leo shared his know-how and remains a dear friend who I visit every time I go back to Belgium.
I worked with Leo making the dough & I worked with him in his retail outlets. I learned all the basics of this dough, about retail in general and about retail specifically with this product. “It ain’t rocket science, but yet many still get it wrong!” As I did when we started our pushcart in 1998. I transplanted the info I knew from what Leo told me, yet it wasn’t working!
Why? Well... because the US and Belgium are different, and the Liège waffle is still a novelty product in the US. Different markets, different dynamics!
Peter Creyf: “The beginning was not just hard, it was rough !! We were the pioneers with launching the sugar waffle in the US, and that isn’t always easy. However to also become a settler, one must have staying power. The positive about this period (where we had some small successes but most were not so good), is that with all the good and the bad we went through, this gave us the lessions we needed to build a strong base of what to do... and what not to do !
They form the basics of why, where and how to start a waffle business to be successful. "In retrospect, I’m extremely glad we went through these lessons, so that our franchisees don’t have to go through these pains."