The Waffle Supply Co., Ltd., based in Samut Prakan, Thailand, is one of the country's most recognizable names in the bakery and snack food industry. Specializing in waffle production and franchising, the company has built a nationwide presence with a strong brand identity under the name The Waffle, offering both retail-ready products and business opportunities for aspiring entrepreneurs.
Core Business
The Waffle Supply Co., Ltd. operates across three primary verticals:
- Manufacturing: Production of waffles, frozen dough, and baked goods
- Export: Supplying international markets with high-quality bakery products
- Franchising: Operating and supporting a large-scale franchise network for “The Waffle” retail kiosks
The company leverages modern baking technology and efficient supply chain systems to maintain quality, consistency, and freshness across all product lines.
Product and Service Offerings
Waffle Products
- Double Baked Waffle – Signature offering known for crisp texture and rich flavor
- Frozen Waffle Dough – Supplied to franchisees and B2B clients for fresh in-store baking
- Ready-to-Eat Waffles – Packaged for retail distribution and consumer convenience
Bakery Supplies
- Bread & Bakery Items – Including fine baked goods and artisan-style products
- Frozen & Partly-Baked Products – For both retail and foodservice applications
Snack Foods
- Savoury Snacks and Confectionery – Offered under custom packaging, including popular Snack Box collections
The company's products are suitable for a wide variety of customers—from individual consumers to café owners, supermarkets, and international distributors.
Specialisation and USP
The Waffle Supply Co., Ltd. sets itself apart through:
- Franchise-centric business model with standardized processes and product delivery
- Use of advanced waffle baking machines for consistent output across all outlets
- Low start-up cost franchise system, making it accessible to aspiring business owners
- Support services for franchisees, including training, marketing, and supply chain
The company also maintains stringent quality controls and focuses on product innovation to align with changing consumer preferences in taste and health.
Financial and Shipment Data
While detailed financials are private, indicators of business scale include:
- Over 400 active franchise outlets across Thailand
- Regular exports to Asia-Pacific markets, including Vietnam, Malaysia, and Singapore
- Online presence and B2B inquiries suggesting a robust export pipeline
According to trade directories and business databases, the company has been scaling its international outreach, particularly in the frozen dough and bakery supply categories.
Target Market
The Waffle Supply Co., Ltd. targets:
- Consumers seeking on-the-go bakery products
- Retailers and supermarkets looking for premium ready-to-eat snack items
- Foodservice providers and cafés
- Entrepreneurs and small business owners interested in franchise models
Its low-cost, quick setup franchise model appeals to individuals across Thailand and neighboring regions, with expansion support available.
Capabilities
- In-house R&D and production facility for baked goods and waffle dough
- Cold chain logistics for distributing frozen dough and snacks
- Multi-channel marketing support including online, offline, and in-store promotions
- Franchise management infrastructure for onboarding and maintaining partners
Certifications and Compliance
The company complies with:
- Thai FDA food manufacturing standards
- HACCP and GMP protocols for hygiene and food safety
- Export documentation requirements for regional and global markets
These ensure that all products are safe for consumption and meet both domestic and international regulatory standards.
Customer Testimonials
Feedback from franchisees and customers indicate:
- High satisfaction with product consistency and quality
- Strong brand recall, especially among Thai urban consumers
- Franchisees cite ease of business setup and strong support from the corporate team
Online reviews and social media engagement support the brand’s popularity, particularly in youth and commuter-heavy locations.
Major Achievements
- Built Thailand’s largest waffle kiosk franchise network
- Introduced export-ready frozen dough lines, expanding reach beyond domestic markets
- Featured in food and franchise expos, gaining attention for scalable F&B entrepreneurship
- Developed attractive Snack Box formats for retail and corporate gifting
The Waffle Supply Co., Ltd. has positioned itself as a dominant player in Thailand’s F&B sector through its strategic mix of product innovation, franchise growth, and quality control, while continuing to expand its reach across Asia and beyond.
