🇧🇪🧇 Bringing real Belgian Brussels waffles to Cebu — November 2027?! 🇵🇭
Hi everyone! I'm Stefan, I'm 41, and I've spent the past year refining this concept. Now it's time for the next step: finalizing the plans and asking people for honest feedback.
I'm preparing a mobile Belgian Brussels waffle kiosk, aiming to open in November 2027, and I'd really like to hear what you think. A waffle can be perfectly crispy outside and fluffy inside, but a business idea needs more than powdered sugar to succeed!
The idea is to bring real Brussels waffles to Cebu: freshly baked, golden and crispy on the outside, light and fluffy on the inside, topped with powdered sugar, whipped cream, fresh fruit, Belgian chocolate and other tasty toppings.
I studied electromechanical engineering and have worked in that field, and I also have experience in hospitality, food and beverage, events and festivals. Now I'm using that experience to build a business concept that combines a quality product with a flexible mobile setup.
The plan is to run the kiosk on a rotating schedule, visiting different places over the week. I'd go to the same spots every week but a different spot each day, thinking of places like IT Park, beaches, local food markets, festivals and other events. The kiosk could also be booked for private and special occasions.
I think there's potential to introduce real Brussels waffles to the local food scene, and I want to build something that stands out through quality, presentation and a genuine Belgian touch.
The images attached to this post are concept images for illustration only, not final designs or definitive images of the kiosk or products.
I'd really appreciate your thoughts on a few things.
🧇 If you passed this kiosk, would you buy a freshly baked Belgian waffle?
📍 Where in Cebu do you think would be best for this concept?
🔄 Is it better to rotate between several locations through the week, or to stay at one consistent spot so customers always know where to find me? Would a fixed weekly schedule, with the same locations on set days, make it easier to follow? For example, Monday to Friday from 11:30 a.m. to 4–5 p.m. near a school, university, mall or business district, then from 7 p.m. to 11 p.m. near a mercado (market), event or beach promenade. And on weekends, leisure, tourist and recreation hotspots...
💰 What would be a fair price for a basic waffle or one loaded with toppings? For now, my business plan uses the prices shown in the pictures. Do they seem reasonable for Cebu?
📈 Do you think this concept has potential in Cebu, or maybe elsewhere in the Philippines?
💡 What advice would you give someone preparing to launch this kind of business?
I'm doing my research well ahead of the planned opening, so there's time to refine the concept and get it right before launch.
Honest opinions, suggestions and constructive criticism are all welcome!
And hopefully, from November 2027 you'll be able to enjoy a proper Belgian Brussels waffle somewhere in Cebu! 🇧🇪❤️🇵🇭
Thanks, everyone! Looking forward to your thoughts. 🧇
I'd definitely stop and buy one. That said, there are some important obstacles to consider. Unless you open a small shop in a Manila mall, you won't attract many Filipinos. Belgian waffles would be a luxury for most of them. Some might buy them on special occasions, but most don't have the spare cash; they have to worry about rice, fish, pork, utilities, school uniforms and so on. Is there a big enough foreigner market to sustain the business? Even where there are plenty of foreigners, waffles aren't something people buy often, and once the novelty wears off, interest may fade over time. A friend opened a fabulous homemade Italian gelato shop. The quality was far superior, but so were the costs. On opening day, when he was handing out free samples, there was a 200-meter line outside, but once people saw the prices, very few came back. Foreigners loved it, but how much ice cream can you eat? Not enough to make a living. After a couple of years of losses he closed and practically gave away his very expensive Italian Carpigiani machines. The moral of the story: it's not very realistic, and I wouldn't go into a venture like this. But if you believe in it, I wish you the best of luck. If you have the money, buy a Jollibee, Andok's or Inasal franchise. Those are the only sure bets in the Philippines.
Location will depend on your price. Real Belgian waffles made with imported ingredients will need higher prices. That model likely won't work around schools and universities, since students don't have much to spend. Food cart customers are Gen Z and millennials looking for quick, cheap snacks. The Philippines is overflowing with food businesses. Success will depend heavily on location, foot traffic and execution.
There may be days you lose money, but keep selling waffles. If they're that good, you'll get customers. It may be fast or slow, but you'll get customers
There's a popular chain called Famous Belgian Waffles. They have kiosks in lots of malls like SM and Ayala, and they've been around since 2012.
AI? Please use REAL photos of the actual food. Using AI to market food looks sloppy.
Here's my idea. Stick with waffles. They love rice here. Use rice. Make it cheap. Use rice.
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