Small Business Q&A: Kevin Nugent from Mr Waffle

For this week’s Q&A, Kehlan headed to Galway to talk to Kevin Nugent from Mr Waffle.

The company has won awards for its business app and even its salads. Kehlan sat down with Kevin to find out more.

Q. Mr Waffle has become not just your business but a brand too. Where did the name come from?

Well, the name ‘Mr Waffle’ came about from a ‘eureka’ kind of moment. We were sitting around a table one day and our coffee supplier was there as well. We wanted something that was a bit different and ‘out there’. We were throwing out names and our coffee supplier said: “What about Mr Waffle?” I loved it instantly and so it became the name and recognisable brand.

Q. It’s called Mr Waffle, but you’ve won awards for your salads too?

Yes, definitely. It is something we’ve really worked on for our customers. Yes we have our waffles, crepes and savoury crepes, but we know now that the consumer is more discerning about what they eat. As I mentioned, the name and the brand is very strong, but it doesn’t lend itself to an image of healthy eating. We’re changing that by listening to our customers and making sure that when people come to any of the Mr Waffle branches they can order what they like. For any food business that means healthy alternatives and we’re infusing that into our brand as well.

Q. You have developed and won awards for your app as well?

We are heavy on social media and one of our followers on our networks told us that Eircom was doing digital awards to help people develop a digital footprint in their business. So we applied with our idea of our app, got accepted and worked from there. Eircom have been great and have played a significant part in its development. It now means that corporate clients can order food and beverages from us via our app. We can have it ready for them when they arrive or have it delivered. Everything happens through the app. Orders, addresses and payment all work through it, so it takes the hassle out of it from their side and our side. We will be opening it up to the public next year, but for now it is working well with our corporate clients and from that we aim to build a base for an offering to the public.

Q. So, where to now for Mr Waffle?

Well, we have two premises in Galway City. Now our attention is going to turn to one in Dublin City. But for that to happen we need to prove beyond doubt our model is working and growing. We are close to a Dublin move and now it’s about finding the places and buildings in the city that match our brand. Everything needs to tie in with our brand. We may need to tweak some things in terms of our offerings, but ultimately it will be about establishing Mr Waffle as an across-Ireland brand.