The adventure begins in 1950, when Yvonne and Clément Vangoidsenhoven create their first points of sale based on the homemade recipe of Stéphane and Frédérick Permin's great-grandmother.
In the early 1960s, the two founders sell their waffles in Brussels during the winter and at the Belgian coast in the summer. To manage the increasing demand, they establish a production workshop in Brussels that supplies the stores with dough several times a day. A brand is born and is used in all points of sale, Vigaufra.
Nicole Martiny and her son Alban Vangoidsenhoven take up the torch and decide to freeze the Liège waffle dough. A new supply logistics system is implemented, and the company is renamed Belgaufra.
The company establishes itself in the major cities of Belgium and opens outlets in Liège, Namur, Louvain, and Antwerp.
It marks the beginning of exportation: the Liège waffle dough finds its way to all corners of the globe. Belgaufra sells dough in over 50 countries across the 5 continents, and the concept of outlets becomes a reference in many countries.
Patricia Vangoidsenhoven takes over the management of Belgaufra outlets and names her company The Waffle. The company is present in numerous Carrefour and Brico supermarkets.
At the end of the year 2019, Stéphane and Frédérick Permin join the family company "The Waffle" with a concept in mind, "the union of 100% Belgian products." They decide to create eco-responsible stores, featuring Belgian artisanal products that complement their Liège waffle. The company is renamed "The Waffle by Belgaufra."
They open their first store at Tour & Taxis, facing the royal warehouse in the heart of Brussels. The menu includes sweet and savory Liège waffles, artisanal ice cream from the "Concept Chocolate" chocolate shop, Belgian drinks from "Belgian Craft Drinks," and craft beers from the Valduc-Thor brewery.
During the year 2021, they open two additional stores in Belgium to introduce their concept to a larger audience. They launch a food truck at Charleroi Airport and a second store at Tour & Taxis in the maritime station. Through their stores, they aim to offer a range of high-quality Belgian artisanal products, creating surprise and amazement among their future customers. By visiting them, you'll take your first step into Belgium and have the opportunity to discover and taste the products that make Belgians proud.
