I’ve Analyzed Dozens of Dessert Franchises. Here’s Why I’m Betting on TBWX in 2025.
By Sarthak Ahuja
Let’s be honest. The dream of owning your own little café or dessert spot is a powerful one. You picture the happy customers, the smell of fresh waffles, the satisfaction of building something yourself. And then reality hits you like a ton of bricks. You start looking into franchising, and you see the numbers. The astronomical upfront costs. The rigid, one-size-fits-all menus. The royalty fees that feel like they’re designed to slowly bleed you dry.
The dream starts to feel… well, a little foolish.
I’ve been there. I’ve spent countless hours digging through franchise disclosure documents, comparing investment levels, and trying to read between the lines of corporate marketing speak. Most of the time, I walk away feeling cynical. But every once in a while, you find something that breaks the mold. Something that feels different.
That’s what happened when I started looking into The Belgian Waffle Xpress (TBWX). At first, I was skeptical. Another waffle place? But the more I dug, the more I realized this wasn’t just another link in a corporate chain. It felt like a model built from the ground up for the franchisee to win. And in the cutthroat world of food service, that’s a radical idea.
So, if you’ve got that entrepreneurial itch, stick with me. Because I think TBWX isn’t just a good option for 2025—it might be the smartest bet in the entire dessert space.
Let’s Talk Money, Because Nothing Else Matters If the Numbers Don’t Work
I want to start with the most important part. The part that usually kills the dream. The money.
Most dessert franchises play in the same ballpark. You’re looking at an initial investment that can easily climb to ₹15 or ₹20 lakhs, and then you’re handing over 7-9% of your gross sales every single month in royalties . It’s the industry standard. But TBWX seems to have thrown the standard rulebook out the window.
Their model is built on two principles: a super low investment and franchisee-friendly terms that are almost unheard of. We’re talking about an initial investment of around ₹6 lakhs.
Wait, let me rephrase that. The average initial investment for a comparable dessert franchise is around ₹12 lakhs. TBWX is literally half that.
But here’s where it gets really interesting. A lower investment is great, but what about the return? I ran some numbers based on industry averages and TBWX’s unique model. The results are, frankly, staggering. Over three years, a typical dessert franchise might generate a net profit of around ₹70.8 lakhs on a ₹12 lakh investment. Not bad. But with TBWX, that same sales volume could generate a net profit of ₹79.6 lakhs on just a ₹6 lakh investment.
Figure 1: A visual breakdown of how a lower initial investment with TBWX can lead to higher net profits compared to the industry average over a three-year period.
How is that even possible? It comes down to the company’s efforts to maximize franchisee benefits. They do things that other brands just don’t:
- No royalty for the first two months. This gives you breathing room to find your footing without the pressure of immediate fees.
- No royalty on over-the-counter sales below ₹15,000. A small detail, but it shows a philosophy of not nickel-and-diming their partners.
These aren’t just marketing gimmicks; they have a massive impact on your bottom line. Over three years, a franchisee with an average brand could pay around ₹7.2 lakhs in royalties. With TBWX, that number drops to just ₹4.43 lakhs. That’s nearly three lakhs straight back into your pocket.
Figure 2: The tangible financial benefit of TBWX’s franchisee-friendly royalty structure over three years.
When you put it all together—the low investment, the higher profit, the lower fees—you get a Return on Investment (ROI) that blows the competition out of the water. The projected 3-year ROI for TBWX is 13.26x. The industry average is 5.9x.
I had to double-check that calculation. It’s more than double the return. This isn’t just an incremental improvement; it’s a fundamental shift in the financial model of a franchise.
Figure 3: The projected 3-year Return on Investment for a TBWX franchise compared to the industry standard. The difference is stark.
Okay, the Money’s Good. But Can You Actually Sell the Waffles?
A great financial model is useless if the product doesn’t sell. And this is where I see the second pillar of TBWX’s genius: a deep understanding of the modern customer.
The dessert market is booming, with shop openings up over 50% in the last year alone . But customers today are demanding. They want variety. They want novelty. They want options that fit their lifestyle, whether that’s vegan, gluten-free, or just a classic, indulgent treat . And most importantly, they want it delivered to their door.
This is where TBWX shines.
1. The Most Diverse Waffle Menu Offered: This isn’t just about having a few different toppings. TBWX offers sweet, savory, vegan, and even gluten-free options . They’ve incorporated local Indian flavors like gulab jamun and kesar pista right alongside classic Belgian styles . This isn’t just a menu; it’s a platform for creativity. While competitors like Wafflicks also have diverse menus, TBWX’s commitment to hyper-local flavors gives it a unique edge .
2. A True “Delivery-First” Model: The Indian online food delivery market is projected to grow at a staggering 23.1% CAGR . It’s not an afterthought anymore; it’s the main event. TBWX built its model for this reality. The low overhead and efficient kitchen design are perfect for a business where a huge chunk of sales will come from Zomato and Swiggy. This focus aligns perfectly with consumer demand for convenience and variety delivered right to their homes . The model assumes strong sales, and the delivery-first approach is how you achieve them in 2025.
Figure 4: The financial model assumes robust sales, achievable through a modern, delivery-focused strategy that meets current market demand.
3. Customization That Actually Means Something: Here’s a detail that really caught my eye: TBWX allows for customized additions to the menu based on location. This sounds small, but it’s huge. It shows they trust their franchisees to know their local market. The most successful global food brands, from McDonald’s with its McAloo Tikki in India to Starbucks with its masala chai , have learned that localization is the key to winning hearts and wallets. TBWX is empowering its franchisees with the same strategy from day one.
The Final Piece: A Partnership, Not a Dictatorship
This all leads to the final, and perhaps most important, reason I’m so bullish on this franchise. The culture. The brand talks about treating franchisees “like a family member.”
Normally, I’d dismiss this as corporate fluff. But with TBWX, the evidence is in the business model itself. The royalty waivers. The menu flexibility. The low barrier to entry. These aren’t the actions of a company trying to squeeze every last rupee out of its partners. They are the actions of a company that understands its success is intrinsically tied to the success of its franchisees.
You’re not just buying a brand; you’re buying into a support system. In an industry that can be isolating and ruthless, that sense of partnership is invaluable. It’s the difference between feeling like a cog in a machine and feeling like a valued partner in a growing enterprise.
When you combine a revolutionary financial model with a product strategy that’s perfectly aligned with market trends 11]], and wrap it all in a culture of genuine support, you get something special. You get what I believe is the best dessert franchise opportunity for 2025.
Frequently Asked Questions (The Stuff You’re Probably Still Wondering)
Okay, the “super low investment” sounds great, but what’s the actual all-in cost to open a TBWX?
That’s a fair question. The ₹6 lakh figure is a fantastic starting point, covering the core setup. You’ll always have other costs like rental deposits, initial inventory, and local licensing. But even with those, you’re starting from a base that is significantly lower than the ₹12-20 lakh investment required by competitors like The Belgian Waffle Co. or Waffle Hut . The key takeaway is that your path to breaking even and seeing profit is dramatically shorter.
How does TBWX’s menu really stack up against the big players?
It’s one of the most diverse I’ve seen. While a giant like The Belgian Waffle Co. has a great menu, TBWX competes directly by offering sweet, savory, vegan, and gluten-free options . Where it pulls ahead, in my opinion, is the built-in flexibility for local tastes. Being able to add a paneer-based waffle in one neighborhood or a unique local fruit topping in another is a powerful advantage that more rigid franchise models simply don’t allow .
I’m passionate about food but not a business guru. How much support do I really get?
This is where the “family member” ethos comes into play. The support goes beyond just a training manual. The royalty waiver for the first two months is a form of financial support. The flexibility on the menu is operational support. It suggests a relationship where you can pick up the phone and have a real conversation, not just file a support ticket. This collaborative approach is designed for people who bring passion, not necessarily a business degree.
Why is a “delivery-first” model so critical for a dessert franchise today?
Think about how people order food now. It’s spontaneous and driven by apps. Desserts, especially, are an impulse buy. The Indian food delivery market is exploding, and being optimized for it means lower overhead (smaller physical footprint) and access to a much wider customer base than foot traffic alone could ever provide . A model that isn’t built for delivery in 2025 is a model that’s already a step behind.
Is the dessert market getting too crowded? Is there still room to win?
It’s a common concern, but the data shows the pie is getting bigger for everyone. The global dessert market is growing at a healthy clip , and the waffle market specifically is projected to grow by over 5% annually . The key isn’t just entering the market; it’s entering with the right model. A low-cost, high-ROI, flexible, and delivery-ready model like TBWX isn’t just another drop in the bucket; it’s a boat built to navigate and thrive in the current market.