August 13, 2016

Mr. Waffle

Multi-channel sales strategy allows Belgian Waffle maker to gain ground on the Chinese market


Created in 2013 by Belgian investors, Mr. Waffle is specialized in baking authentic Belgian waffles for the Chinese market. All products are prepared in China from imported ingredients.


In order to take ground on the Chinese market, Mr.Waffle required the implementation of a smooth Go-To-Market strategy taking into account:

  • Optimization of related legal set up costs;
  • Innovative distribution approach within the constraint of limited resources.

Innotek Asia Services:

Innotek Asia supported Mr. Waffle on two major aspects to effectively settle the Belgian Waffles maker on the Chinese market:

  • Legal set up of 2 entities: one Holding Company in Hong Kong and one WFOE in China;
  • Co-design of a structured Offline Sales Strategy based on events participation, listing of products in pop up and flagship stores as well as the  development of a franchisees network.

Customer Benefits:

After 3 years, sales reached 5 million RMB (750K USD)

The Figure

More than 100 events, 2 flagship stores in Shanghai and Nanjing, 10 franchisees

Multi direction sales strategy that enabled profit to grow quickly

50% savings on legal set up of the 2 entities compared to market price