In The News

The Toronto Star recently featured Toronto entrepreneur Robert Ayoub. Inspired by a local waffle-maker on a 1991 trip to Belgium, Ayoub  opened a series of small waffle-selling storefronts in the heart of downtown Toronto. While the company, called Wanda's Belgian Waffles, recently had to close one of its outlets due to a collapsing wall on Gould Street, with two other bustling storefronts close by -- at Yonge and Gerrard and Yonge and Wellesley -- the business does not expect any significant loses.

 "…if you're walking along Yonge Street and the scent of freshly-made waffles captivates you, Ayoub's marketing strategy is working."

"He's already dominated a section of downtown foot traffic with three Wanda's Waffles shops — named after his older sister Wanda, which, conveniently, is a popular Belgian name — in a dozen blocks along Yonge Street."

"Each shop is small; one has no seating area, but they all have a storefront with a one-man four-waffle machine window so the saccharine scent wafts into the city air."

"Although plenty of his business is repeat — customers grabbing coffee and a bite in the morning, or a midnight snack — Ayoub carefully selects locations in tourist-heavy neighbourhoods."

read full story here
original source the Toronto Star