Photography by Chris Osburn
Wafflemeister opens its third London store to the public tomorrow in Notting Hill. Londonist went along this evening for the launch, talked shop with the founder of the chain and generally had a good time nibbling waffles and sampling gelato.
Founder Alexander Troullier (not pictured) is a classic MBA sort of dude, but affable enough, and is without qualm when it comes to explaining his ambition: he wants Wafflemeister to be the first thing people think when they think waffles (no waffling there). Originally the owner of The Belgian Food Company, Alex sold it while still in business school, got a job in finance before starting Wafflemeister and has just recently bought BFC back with plans to turn all those BFC outlets into Wafflemeisters.
As for his product, it's good ... and sure to draw in plenty of touristy foot traffic from the Portobello Road Market goers. The waffle we had (made with dough not batter) with dark chocolate and a mega-load of cream was pretty yummy while the small cup of pistachio gelato we sampled was actually delicious. There are lots of available toppings, coffee, etc and all at decent prices. A “classic” waffle goes for two quid and toppings are 75p. Come the new year, Wafflemeister will be adding savoury waffles to the menu.
Wafflemeister's third London store is located at 137 Portobello Road, London W11 2DY. Visit them online at www.wafflemeister.com.