Home-grown waffles stun country’s taste buds

IT IS not only the pretty Ilonggas with distinct and languorous dialect that mesmerized the country. Nor the fresh fruits and other native delicacies brought home by visitors to their families.

Now, it is the time for another food grown and concocted in Iloilo City that has taken a surprising leap to the taste buds of the Filipinos. It’s the newest delicious and flavorsome waffles of Waffle Time with a mission to delight and full the hungry stomach.

A single proprietorship in September 1998 established by architect Johnny Que, a native of Iloilo City with a small corner at the family-owned The Atrium shopping mall in Iloilo City, the waffles have started to successfully conquer the Philippines with 176 franchisees as of 2012.

The affordable tasty waffles are always available to feed the Filipinos with several branches in Metro Manila, Cebu, Cagayan de Oro, Davao, Dagupan and other key cities in the country.

A name grown in Iloilo City and a pride of the Ilonggos, it is now the toast of the country perfect for a cup of coffee, a sparkling soda, or just plain water to gulp with.

The Que company also aims to penetrate more cities and establish franchisees in the Asia-Pacific region to share the delicious waffles that started its birth in Iloilo City. A 23 percent increase in sales of specialty waffles was noted in 2010 to 2011 and counting more this year.

Waffle Time Inc. was awarded an SME Star Elite for medium enterprise category in 2011 by the Department of Trade and Industry.

A consistent awardee, Waffle Time is recognized as the most promising, fastest growing and best local homegrown enterprise.

Similarly, the Bangko Sentral ng Pilipinas recently gave honor and recognition to Waffle Time Inc. as Outstanding Respondent among Large and Medium firms for the Business Expectation Survey. (LCP/Sunnex)