The Wafflemeister Academy officially opens today, while its eighth UK site at Westfield Stratford will start trading from 1 June.
Alex Troullier, founder, has recruited the former head of Gail’s as head of training at the academy at its flagship Kingston site in south-west London. All employees, excluding franchises, will go through training there to improve the system and give employees a better chance for career progression.
Meanwhile, the new opening at Stratford will be a 160sq ft kiosk, as is Wafflemeister’s other kiosk in Westfield White City. Troullier is also looking at a new Westfield site in Bradford, which has not yet been finalised, but would also be a kiosk, this time with seating for 12 to 15 covers.
Troullier said: “Site size depends on what is available and the kiosks at the Westfield sites work. We are also in discussions with other countries. We want to expand and have got a lot of interest in the brand with a lot of potential franchisees contacting us.”
The company will have five sites in the Middle East following the opening of one in the Laguna Mall in Qatar in August and in the Seef Mall in Bahrain in July.
It has just extended its range of thick shakes and gelato flavours, with newcomers including Nutella and cheesecake, as well as looking into introducing different iced beverages.