Wafels & Dinges Franchising Setup

Introduction

A staple of New York City indulgence, Wafels & Dinges has delighted locals and tourists for more than a decade with authentic Belgian wafels. Ready for national growth, the company enlisted NM+U to prepare the beloved concept for franchise sales, developing a cohesive franchise branding system that would translate the brand’s quirky NYC spirit to new markets across the country.

Challenge

While the brand’s emotional and rational benefits make joining the system a clear win, those advantages are difficult to convey quickly in traditional advertising, especially within professional, franchise-oriented channels. NM+U needed to distill Wafels & Dinges’ unique story into clear, scalable messaging and design assets that would attract real-estate-savvy investors and streamline onboarding for future franchisees.

Solution

NM+U refreshed and codified every element of the brand identity: updating the color palette, refining the logo, and standardizing brand-defining graphics, packaging, collateral, advertising, and in-store displays. The result is a comprehensive set of brand guidelines that any new franchisee can adopt, customize, and execute—delivering the same consistent, quirky experience found at the original NYC locations while supporting efficient franchise sales.