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.