Waffle Up is a global waffle franchise that started in Bangladesh in 2021, setting out to redefine waffles as a street food dessert rather than a sit-down, four-piece plate. The concept caught on quickly, growing into what the brand describes as the largest and fastest-growing QSR waffle chain, and it has since expanded beyond Bangladesh into Singapore, with further outlets planned in Indonesia, Dubai and Thailand.
Waffle Up's approach reimagines the traditional waffle as an on-the-go format — bite-sized pieces, single portions for trying multiple flavours, and waffles served on a stick or a tray so they travel easily. In Singapore, the brand operates as CQ @ Clarke Quay, bringing the same street-food-style waffle menu that built the brand in Dhaka. The company's Singapore entity, Waffle Up Global PTE Ltd, is registered at 33A Pagoda Street, Singapore 059192.
Beyond the core waffle menu, Waffle Up also offers a small range of fruit and cheese drinks, and caters to corporate events, concerts, schools, universities and weddings. The brand's visual identity is built around exclusive character designs created by a French-Australian artist, giving Waffle Up a distinct, playful look across its stores and merchandise.
Waffle Up set out in 2021 with a simple but ambitious idea: take the waffle — traditionally a sit-down dessert served in sets of four — and turn it into a street food experience people could grab on the go. That reimagining quickly caught on in Bangladesh, where the brand grew into what it describes as the largest and fastest-growing QSR waffle chain in the country, before expanding internationally.
Waffle Up has now landed in Singapore, operating as CQ @ Clarke Quay, with further outlets planned across Indonesia, Dubai and Thailand as the brand continues its international rollout. The Singapore operation runs under Waffle Up Global PTE Ltd, registered at 33A Pagoda Street, Singapore 059192.
The format is central to what makes Waffle Up different. Instead of a large plated waffle, the menu is built around bite-sized pieces and single portions, so customers can try several flavours in one visit rather than committing to just one. Waffles are served either on a stick or a tray, designed to be eaten walking around rather than sitting down — a deliberate nod to street food culture.
On the "Waffle On a Stick" side of the menu, flavours range from the limited-edition Kunaffle — a crispy waffle dipped in Nutella sauce, layered with kunafa spread and topped with crunch and crushed pistachio — through to Tri-Chocolate (dark, milk and white chocolate dipped in Nutella), Mad Mango, a straight Nutella option, and Red Velvet, which combines red velvet flavour with cream cheese, white sauce and coconut flakes.
The square waffle menu includes Strawberry & Banana with Nutella, Bananatella & Nuts, Death by Nutella, Fruity Bliss (loaded with fresh fruit, ice-cream, whipped cream and chocolate ganache), and Very Very Strawberry, piled with fresh imported strawberries and maple syrup. Add-ons let customers customise further with ice cream, whipped cream, extra nuts or extra Nutella.
Alongside the waffles, Waffle Up offers a small range of fruit and cheese drinks — Mango Cheese, Strawberry Cheese, and Mango Strawberry Cheese — all built around fresh, imported fruit blended with cheese for a distinctive, indulgent drink pairing rather than a standard fruit juice.
Part of what sets Waffle Up apart visually is its character design work, created by a French-Australian artist exclusively for the brand. These playful characters — sometimes referred to as the "Waffle Up Gang" — show up across the brand's stores, marketing and merchandise, giving Waffle Up a distinct, fun identity that's carried through wherever the brand opens next.
Beyond its retail outlets, Waffle Up caters to corporate events, concerts, schools, universities and weddings, extending the brand's street-food waffle concept to group settings and celebrations rather than just walk-in customers.
Waffle Up has picked up media coverage in its home market, including features describing it as a "bistro trendsetter" and a brand "rewriting the law of waffles," reflecting the buzz it built up in Bangladesh before beginning its international expansion into markets like Singapore.
What comes through in Waffle Up's approach is a genuine rethink of what a waffle can be — less a formal dessert, more a shareable, flavour-forward street food you can eat on the move. For Singapore customers checking out the Clarke Quay outlet, that means a menu built around trying multiple flavours in one visit, from the indulgent Kunaffle to the fruit-forward Very Very Strawberry, alongside a small but distinctive drinks menu to go with it.