The Belgian Waffle Co is turning up the heat on National Waffle Day celebrations with an all-India offer: on Wednesday, July 16, fans can grab any Waff-wich or Waffle Crisps for just Rs 100 at over 660 outlets across 220+ cities.
This year, the brand has repositioned Waffle Day to the third Wednesday of July, giving it a fixed spot in the dessert calendar. Leading the build-up is its high-energy pre-buzz campaign, #WhatsYourDrill, which urges fans to share their own “waffle rituals” from how they eat it to how they plan to celebrate.
To stir curiosity, the brand kicked things off with a cheeky hoax “National Waffle Day is Cancelled” followed by a surprise reveal of the new date. Orders came with classified mission slips and 3D glasses that cleverly unveiled the date: July 16.
Fans were also “recruited” as Waffle Lieutenants via post, receiving humorous mission letters encouraging them to spread the word. On social media, creators and influencers are showcasing their personal drills — from prepping toppings to waffle-stacking routines.
The Rs 100 offer is valid only on Wednesday, July 16, across all Belgian Waffle Co outlets nationwide.
Ankit Patel, Executive Director and CEO, The Belgian Waffle Co, “As we celebrate 10 incredible years of The Belgian Waffle Co, National Waffle Day holds even greater significance for us this year. What began as a single-store idea has now become a national movement across 660+ stores, bringing smiles to millions every day. National Waffle Day is not just a day— it’s a celebration of our loyal community, our partners, and the culture we’ve built together. As India’s largest waffle brand, we remain committed to expanding access to quality desserts while staying rooted in innovation, consistency, and customer delight.”
Vrushali Parab, Marketing Head, The Belgian Waffle Co, “National Waffle Day isn’t just a date on the calendar it’s a phenomenon for our young audience. As we celebrate 10 years of The Belgian Waffle Co, we saw an opportunity to reposition this iconic event. We truly believe that every iconic day deserves its own moment, so starting 2025, National Waffle Day will be celebrated on every 3rd Wednesday of July. This change allowed us to build a playful, engaging narrative that mirrors the excitement our community brings to this day every year. It’s more than a celebration, it’s a movement.”
