Nothing beats the feeling of watching a new outlet fill up with its first customers. This week, the team from [Equinox Worldwide](https://www.instagram.com/ewwcommerce/) stopped by our newly opened TBWX outlet at Omaxe Royal Residency, Ludhiana, and shared the visit on their socials.
Here's what they had to say:
> *"Equinox team indulged in a savoury treat this afternoon at the newly opened Belgian Waffle Xpress outlet in Omaxe Royal Residency. Recommended by a dear friend from BNI, this place is definitely worth a visit for its amazing flavours and delightful taste. Do check it out!"*
Eight of them. One table. Yellow and black balloons still up from the opening. Everyone holding a waffle. That's the kind of visit we love, a team outing that starts with a referral and ends with a shoutout.
Why this visit matters
Three things stand out about the Equinox Worldwide team's visit, and each one is a small lesson in how TBWX outlets grow in a new city.
1. The referral came from BNI. Business Network International chapters run on weekly referrals between members. A single BNI friend recommending a TBWX outlet can turn into a steady stream of corporate team visits, gifting orders, and office-delivery bulk orders. New franchise partners in tier-2 cities often underestimate how powerful the local business-network effect is in the first 90 days of an outlet.
2. Corporate team visits = repeat delivery customers. When a team of 8-10 walks in and has a good time, the next order is usually a 20-pack for a Friday team lunch, delivered to the office. Walk-ins create delivery customers. Delivery customers create weekly corporate standing orders. That compounding is exactly how our mature outlets hit Rs 4-6 Lakhs a month.
3. Social proof travels further than ads. When a local business team publicly recommends a new outlet on their socials, the message reaches their own customer base, their partners, their BNI chapter, and every colleague in their feed. Organic word-of-mouth like this is the strongest channel a new outlet has, and it costs nothing.
TBWX in Ludhiana
Ludhiana is one of our active expansion markets. With a population crossing 2 million, a young upwardly-mobile demographic, and the rapid build-out of new retail and residential projects, the city fits the TBWX formula well.
The Omaxe Royal Residency outlet sits inside one of Ludhiana's premium residential townships, a catchment that mixes families, young professionals, and nearby office traffic. It's the kind of location where a neighbourhood dessert-café becomes a weekly habit within months.
For the full Ludhiana market breakdown, unit economics, location strategy, and how to apply for a franchise here, see our [Ludhiana franchise guide](/blog/waffle-franchise-ludhiana).
Come say hi
If you're in Ludhiana, the Omaxe Royal Residency outlet is open and serving the full TBWX menu. Belgian waffles, bubble waffles, shakes, and our mini bubble pancakes. Bring your team. Tag us. We'll probably write about you next.
And if you're wondering whether your city is next, check the [outlets directory](/outlets) and the [franchise page](/franchise). New partners in Punjab get priority on training slots this quarter.
Thanks to the [Equinox Worldwide](https://www.instagram.com/ewwcommerce/) team for the visit and the kind words. Just Waffle It.