who we are

Way back in 2014, “Belgium Waffle” started with the motivation of a humble Emirati entrepreneur named Mrs. Khawla AlAmiri.

Way back in 2014, “Belgium Waffles” started with the motivation of a humble Emirati entrepreneur named Mrs. Khawla Al Amiri.
Following her passion and keen enthusiasm in sweets, Mrs. Khawla AlAmiri established the first branch of Belgium Waffles in Umm al-Quwain. The
first product that she promoted is the authentic Belgium Waffles inspired from the City of Brussels. Due to high demand from her customers, she decided to add several products like crepe, Waffles sticks and many more.

Founders

Mr. E ahim Bin Sarm Chairman

A person who is an enthusiastic, sharp and knowledgeable, who’s always on the move in exploring things. Mr. Ebrahim Bin Sarm travelled extensively only for researching new methods and products that are essential and innovative in the food industry. 

Mrs. Khawlah Al-Amiri

Driven with the passion for excellence, Mrs. Khwala Al Ameiri understands deeply the taste and the expectations of Emiratis. This kind of enthusiasm was burning inside her and proactively looking for a unique brand that will deeply carve into the hearts of every nationality.
With the teamwork and dedication of the founders, we successfully launched and developed (8) branches around the country (UAE). We aim to expand several branches nationwide and all over GCC countries. “Belgium Waf es” is open for all interested franchisers especially for those who have the same passion as ours.

our vision

Serving authentic Waffles in the world across all races beyond all borders

our mission

To establish a strong “Belgium Waffles” brand image wherein we will develop a creative and assertive human resource, in order to continuously promote the authenticity of the product for the satisfaction of the customers and to achieve the high level of efficiency

Standards

We make sure that the quality of the authenticity of our products is meeting the required standard that is approved by the UAE Food Safety Authority. “Belgium Waffles” products provide high-quality ingredients at a reasonable price to be more competitive in the local market

Development

We aim to establish and launch new branches inter- nationally and specially in London. We desire to embark on new adventures and by 2019 “Belgium Waffles” will be looking for experienced franchisees in order to develop its concept outside UAE.

Love at First Bite

We make sure that the quality of the authenticity of our products is meeting the required standard that is approved by the UAE Food Safety Authority. “Belgium Waffle” products provide high-quality ingredients at a reasonable price to be more competitive in the local market.