If you only know TBWX as 'that Belgian waffle place,' you know a tenth of what's actually on our menu. Every TBWX outlet — all 29 of them across India — serves seven product categories out of the same compact kitchen. This is the walkthrough.
Category 1: Bubble Waffles
Hong Kong-style egg-puff waffles, cooked to order in a dome-indentation iron, rolled into a cone, and loaded with soft serve + sauces + toppings. Classic Chocolate, Oreo, Kitkat, Nutella, Ferrero. Price: Rs 169-249. Role: flagship photo-ready dessert.
See the deep dive: [Bubble Waffle vs Belgian Waffle](/blog/bubble-waffle-vs-belgian-waffle).
Category 2: Belgian Waffle Sandwiches
Two golden Belgian waffles stacked around a filling. Sweet (Nutella Banana, Choco Strawberry, Maple Melt, TriChoco) or savory (Cheesy Corn, Paneer Tikka, Mushroom Melt, Schezwan). Price: Rs 100-249. Role: filling dessert or full lunch, depending on what you order.
See: [Waffle Sandwiches — The Savory Side](/blog/waffle-sandwiches-savory-menu-tbwx).
Category 3: Waffle Cakes
Stacked Belgian waffles built as birthday and gift cakes — ganache, cream, fruits, decorations between 3-4 layers of waffle. Classic Chocolate, Red Velvet, Ferrero, Strawberry, and custom builds. Price: Rs 699-1,599. Role: gifting, celebrations, category-destroying differentiation.
See: [What's a Waffle Cake and Why It's Our Best-Selling Gift](/blog/waffle-cake-gift-tbwx).
Category 4: Mini Bubble Pancakes
Dutch-style poffertjes, tiny pillowy pancakes, served twelve to a box with toppings (Nutella, maple, choco chip, fresh fruit). Price: Rs 149-229. Role: shareable dessert for groups and kids; delivery-friendly format.
See: [Mini Bubble Pancakes — Hong Kong Meets Holland](/blog/mini-bubble-pancakes-tbwx).
Category 5: Shakes
Thick, layered dessert shakes — soft-serve crown, sauce drizzle, cookie or brownie garnish. Oreo, Kitkat, Brownie Overload, Nutella Hazelnut, Ferrero Dark, Strawberry Cheesecake. Price: Rs 189-279. Role: AOV lift + 5-7pm slot owner + Instagram fuel.
Category 6: Summer Coolers
Mojitos, lemonades, iced teas, fruit coolers. Classic Virgin Mojito, Watermelon Mint, Peach Iced Tea, Masala Lemon Soda, Blueberry Lemonade. Price: Rs 89-149. Role: keeps outlets alive through April-September; high-margin, low-complexity.
See: [Shakes and Summer Coolers — The Full Menu Guide](/blog/tbwx-shakes-and-summer-coolers-menu).
Category 7: Savory Snacks
Cheese Masala Maggi, White Sauce Pasta, Bombay Grilled Sandwich, Peri Peri Fries. Price: Rs 89-189. Role: real food for lunch slots + reason families stay longer instead of one-and-done dessert orders.
Why seven?
Five product categories would work. Three might. Most single-product dessert cafés in India run on one. So why seven?
The dessert-café market in India is under-stored, not under-priced. If you live outside metro India, the nearest multi-format dessert café is probably 30-90 minutes away. The first café that walks into a Tier-2 or Tier-3 city and does everything reasonably well wins. We don't try to beat single-product premium brands on the single product — we beat them on completeness.
Seven categories de-risk the outlet. If Bubble Waffles have a slow week, Waffle Cakes probably don't. If dessert is slow in June, Summer Coolers carry the month. A franchise bet on one product is a franchise that lives or dies on that product's luck. A franchise with seven revenue streams is operating a café, not a gamble.
Seven categories fill the day. Breakfast (Coolers, Mini Pancakes), lunch (Savory, Pasta, Grilled Sandwich), afternoon (Shakes), evening (sweet Waffle Sandwiches, Bubble Waffles), late evening (Waffle Cake pickups). A TBWX outlet makes revenue from 11am to 11pm, not just 7-10pm.
The operational answer — one kitchen, seven categories
The question we get from franchise-curious visitors: 'Doesn't seven categories mean a huge kitchen?' No. Here's the layout:
One Belgian waffle iron — handles Sandwiches + Waffle Cake layers.
One Bubble waffle iron — handles Bubble Waffle cones only.
One poffertjes griddle — handles Mini Bubble Pancakes only.
One blender + soft-serve machine — handles Shakes + Coolers.
One two-burner stove + panini press — handles Savory.
Two cold wells for fillings and toppings.
Total: 250-500 sq ft kitchen. Three operators at peak hours. The SKU overlap across categories (Nutella, chocolate, cream, soft serve) is intentional — it keeps inventory tight.
Every outlet, every category, every day
One of our internal rules: every TBWX outlet stocks every category, every day. A franchisee in Bharuch has the same menu as a franchisee in Chandigarh. That menu consistency is the second reason (after kitchen layout) our unit economics hold across 29 outlets.
The takeaway
TBWX is not a Belgian waffle brand. It's a multi-category dessert, bakery and beverage café that uses Belgian waffles as one of seven entry points to the menu. That's what makes the franchise work at Rs 3-5 Lakhs, with 6-8 month breakeven.
Hungry? [Walk into a TBWX outlet](/outlets) — just try four categories in one visit, you'll see.
Thinking about the franchise economics? [/franchise](/franchise) lays out the numbers.