Mumbai, 21st July 2025: The Belgian Waffle Co celebrated National Waffle Day on Wednesday, 16th July 2025, across 660+ stores in over 220 cities in India. The celebration honoured the joy of indulgence and rituals around waffles through a high-energy #WhatsYourDrill campaign and an irresistible offer of waffles at just ₹100. A record-breaking turnout was witnessed with 7 lakh footfalls in a single day, transforming a regular Wednesday into a nationwide dessert celebration. The digital footprint was equally impressive, clocking in over 180 million campaign reach and engagement across platforms.
Weeks before the big day, The Belgian Waffle Co stirred intrigue by dropping a faux announcement — “National Waffle Day is cancelled!” — which instantly sparked curiosity and online conversations. Meme pages picked up on the buzz, amplifying the narrative. The mystery was soon unveiled with the real twist: National Waffle Day had been repositioned to the third Wednesday of July, falling on the 16th this year.
With this reveal, the brand launched the #WhatsYourDrill campaign, celebrating the rituals and excitement of its fanbase associated with this well-known day. Waffle lovers were recruited as “Waffle Lieutenants,” receiving mission letters in retro post-office style, “classified slips,” and 3D glasses that unveiled the secret celebration date — a surprise that delighted fans and spurred social sharing.
On digital front, the drills took over timelines — creating urgency and hype as influencers joined in with their versions of the celebration. One of the most viral pieces came from ShettyBrother, who extended his Bro-Code series with a waffle drill video that hit 3 million views in just 24 hours, now standing at 6 million organic views. He was joined by many other content creators on Instagram who shared their drill for the day.
Influencer links:
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To further amplify visibility, the campaign went OOH with 77+ BQS and billboards in metro and Tier-2 cities including Delhi, Mumbai, Bangalore, Pune, along with strategic mall branding. The brand’s employees also joined the celebration by posting their own “Cadet Profiles” and fun drills on LinkedIn, showcasing team enthusiasm behind the scenes.
On-ground celebrations were equally engaging. Customers were entertained with the “Waffle Mania” game at stores while waiting for their orders. The brand also introduced a tech-led solution this year allowing customers to secure ₹100 waffles on 16th July through their order-now-collect-later initiative to ensure no one left disappointed in this celebration. The response was phenomenal.
“National Waffle Day is always a landmark moment for The Belgian Waffle Co. This year, as we celebrate 10 incredible years of the brand, it held even greater significance for us. The massive response across our 660+ stores country-wide reflected not just the growing love for our waffles, but also the enthusiasm with which our customers embraced the idea of celebrating rituals and indulgence in a way that felt uniquely personal. It’s a celebration of our loyal community, our partners, and the culture we’ve built together. This massive success year-after-year is humbling and encourages us to remain committed to product quality, consistency and customer delight,” said Ankit Patel, Executive Director and CEO at The Belgian Waffle Co.“This year, we repositioned the National Waffle Day to the third Wednesday of July, shifting away from a fixed day which our consumers were quite aware about. The overwhelming response to that shift is a testament to the strong emotional connect the brand shares with our community. With the #WhatsYourDrill campaign, we wanted to give our community a platform to express themselves in fun, meaningful ways, to build a movement around rituals and shared joy. From user-generated content to on-ground engagement, the enthusiasm we witnessed reaffirmed our belief in creating experiences that go beyond the product and connect emotionally with our audience.,” shared Vrushali Parab, Marketing Head.
With drills acknowledged and indulgence served, The Belgian Waffle Co reaffirmed its position as India’s waffle leader, closing the curtain on National Waffle Day 2025 with Waffle smiles and a whole lot of crunch.
