CEBU, Philippines – Used to be known only as the westerners' breakfast staple, but today the waffle is becoming a hit among Filipinos as observed by Waffle kiosk operator Wayne Congmon.
Congmon together with wife Pia, established the Waki Waffles in Cebu in April this year. The couple invested P1.7 million to set up two kiosks located in Ayala Center Cebu and SM City Cebu.
Congmon said with the opening of cultural barriers among Filipinos, waffle has become part of the consumers' favorite comfort food as well as breakfast options for Filipino consumers among ages.
Because of this, Congmon said the company is going to open up the business for franchise to accommodate the growing interest for the brand's franchise by out-of-town entrepreneurs. Moreover, the company plans to open more kiosks in high traffic areas like in IT Park, airport, among others.
A business inspired by the couple's love for travel and eating waffles, Congmon said there are now at least 10 entrepreneurs expressing interest to franchise.
"There is a big market for waffles. With tourism and purchasing power increasing, there would be a lot of people who would dine outside of their homes," said Congmon.
Congmon’s family is known for the success of Sunburst Fried Chicken chain of restaurants. He is also successful in other businesses like Song Hits! KTV in Banilad Town Center, and other entertainment and other bar joints.
He said the palate of Filipinos is becoming sophisticated and introduction of good quality waffles with various options (not only limited to Belgian waffle) is seen to hit the Philippine market.
The influx of tourists also helped the company accelerate its growth in just a few months of operations, said Congmon.
"We really didn't have a hard time enticing people to try our waffles, it could be because Cebuanos have grown so much in terms of trying out what's new in the market. They have become open-minded and adventurous," the couple said.
According to Congmon, their main selling point is the quality of the waffles and the liberty they give to their customers to customize or create their own waffles with the various toppings they can choose.
Waki Waffles currently has 14 flavors with prices ranging from P45 to P150.