It was the summer of 2007, when the King of Belgians, Albert II, got word of soggy “Belgian waffles” in that far away Land of America. They were found in obscure diners, made of pancake batter. “These so called "Belgian" waffles are a disgrace!” So his majesty commissioned the Special Forces from the Ministry of Culinary Affairs, Department of Wafels. He knighted Thomas DeGeest to "Special Envoy for Wafels", and later crowned Rossanna Figuera as "Ambassador of Good Things". Wafels & Dinges was born. It all started with a ‘68 Chevy Truck roaming the streets of NYC. "Wafels & Dinges' mission shall be to give America's “Belgian waffles” a serious upgrade", Albert II declared. And the rest is history...
A man named Leopold starts selling waffles from a horse-drawn carriage on the “Grand Place” in Brussels. The people of Belgium fall in love with his product, and later crown him King Leopold I of Belgium
Flushing, Queens: The Brussels Waffle” makes its grand American debut at the 1964 World Fair in New York. It ends up being called the “Bel-Gem” or “Belgian” waffle. It becomes the best World’s Fair memory for thousands of visitors.
King of Belgians, Albert II, hears reports of soggy “Belgian” waffles in the USA. Infuriated, he tasks the Ministry of Culinary Affairs to send a Special Envoy for Wafels to the USA and improve waffle quality.
Wafels & Dinges is born.
Thomas DeGeest quits his job at IBM to become the “Special Envoy for Wafels”. He buys a yellow 1968 Chevy box truck and parks on a corner of Broadway in SoHo sell the first Liege waffle. His first shift yields $84.
Thank you, NYPD Traffic Enforcement, for our first parking ticket on the corner of Broadway and 63rd street. The first of many, but this one will always have a special place in our heart.
The joys of street vending: After endless mechanical failures, the waffle-guy starts towing his truck around town with a rope behind an old station wagon. There was an arrest and a very amusing episode in criminal court.
During the “Today Show” at Rockefeller center, Al Roker nearly loses his mind over our waffles on the Today Show. Nice guy, though.
Congress in Belgium approves a bill to increase funding for the waffle-surge in NYC. With a brand new truck, a whole new era has started.
Winner of the NYC VENDY AWARDS: At our own ancestral wafel grounds of Flushing Meadows, we take home the top prize in our category “Best Dessert” vendor in New York City.
Bobby Flag experiences the secret dark powers of spekuloos spread as he got slayed by a spekuloos wafel during the “Throwdown”. Wafels & Dinges popularity soars. Back over in Belgium King Albert II starts to feel better.
The New Logo: Beauty is in the eye of the Wafeleur!
On a trip to Belgium, the waffle-guy discovers a new dinges. People call it “awesome”, “incredibly orgasmic” and “spektakuloos”. Our Spekuloos Spread won the prize for “Best Condiment of the Year” by Time Out NY.
Four mini-trucks are launched. Vanilla aromas are now noticed daily from Central Park all the way down to the Brooklyn Bridge. In over 38 locations in Queens, Manhattan and Brooklyn, soggy waffles are expelled to make room for the crispy real deal.
Crown Prince Philippe and Princess Mathilde of Belgium come to New York. In a rite of passage for the Belgian who's who, they visit Wafels & Dinges in Central Park, with loud cheers at the home-front. Only a few months later, King Albert II is pushed to the side and the younger Philippe takes the throne.
During a surprise inspection from the Belgian Ministry of Culinary Affairs, Prime Minister Michel and Vice Prime Minister Decroo conduct a thorough inspection of our Wafels at Bryant Park.
King Albert’s oversees wafel empire expands rapidly, and reinforcements are needed. During one of his expeditions in the Venezuelan Amazon, he encounters Rossanna Figuera, and immediately crowns her “Ambassador of Good Things”.
Why support just one good cause when you can support two? Wafels & Dinges starts sponsoring its very own cycling team. Thanks to a mandatory diet of Brussels wafels and spekuloos, the team will go on and achieve spektacular results.
The new King of Belgians, Philippe I, orders a Wafels & Dinges Flagship Café to be built in Lower Manhattan, serving “all day brunch & all day dessert”. The heroes of the expanded wafel menu are the "Best Brussels in New York", the shakes and the Savory Waffles.
On a clear Manhattan night, the stars align. Suddenly Wafels & Dinges finds itself heating up the irons in a new kiosk at Herald Square, right by Macy’s flagship store. Life is good and the sweet vanilla baking aromas travel through busy Midtown Manhattan.
During a return visit to the homeland, we discover how locals in the tiny village of Bastogne in the Belgian Ardennes make wafels out of – true story - hashbrown dough! We got the Bastogne wafel an L1 visa, and a week later it rocking in NYC. Crunchy on the outside with smooth potato on the inside.
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NYC Vendy Award for Best Mobile Vendor
Winner ‘Throwdown With Bobby Flay’
"Best Dessert Truck in America" by the Daily Meal
Time Out - "Top 5 Best Quick Serve Restaurants in New York"