In 2007, Belgian-born Thomas De Geest left his job as a consultant at IBM to start something altogether different. He bought a 1968 Chevy box truck, painted it bright yellow and took to the streets of New York to sell Belgian waffles combined with a good dose a quirky humour.
Today, Waffles & Dinges is going stronger than ever, with a new truck, a strong team and 14 locations along the weekly itinerary. What keeps customers coming back is a top quality product wrapped in food culture. It has given Waffles & Dinges a head start amongst the rapidly increasing number of food trucks in New York.
We spoke to Bert Meyfroots and discussed the success of Waffles & Dinges.