Bruges Bounty Has Been Set

Help the Restaurant Franchise Find The First Franchise Owner, and Win a Trip to Belgium


SALT LAKE CITY– Bruges Waffles & Frites is on the hunt for the first franchise owner to help them expand their concept across the American West. They are turning to their loyal fans for help in this quest, and as a reward for referring the first owner, you and a guest can pack your bags for Bruges, Belgium!

“We have a very loyal fan base in Utah, many of whom travel and have connections across the country,” said Philippe Wyffels, Belgian native and co-founder of Bruges Waffles & Frites. “It makes sense to have the customers who already know and love us assist us in our quest to find the right person to expand our concept. We can think of no better way to reward them than with a trip to the country where it all began!”

The restaurant chain has experienced explosive growth in their loyal fan base from their Utah based locations. The concept began when Belgian natives Pierre Vandamme and Philippe Wyffels set out to recreate the authentic Liège waffle they remembered from their youth. They started sharing their creation on a waffle cart in downtown Salt Lake City’s farmers market and the rest is history. The company now owns four Utah locations and is ready to share the concept with other Western states.

The company is seeking for franchise candidates who are active in their community, and is willing to carry on the brand’s strong values. “Bruges is about community,” explained Wyffels, “Each of our franchisees will be welcomed into our franchise community where the sharing of ideas and innovations is encouraged, and where each owner will play an important role in their respected communities.”

Those wishing to qualify for the referral prize can visit where they can share referral information about anyone who may be interested in becoming a franchise partner with Bruges Waffles & Frites. Once the first person in your state joins the Bruges family, the referring individual will receive a travel voucher worth up to $5,000 that can be redeemed for a trip for two to Bruges (four nights) and Brussels (two nights) along with airfare, rail and tour. More details can be found at the company’s website:

Training: Dare to Be Different

When it comes to our restaurant franchises, we are approaching the entire franchise model differently. From ensuring our selected partners hold the same company values to the training and support we provide, Bruges keeps an inventive and progressive approach to the franchising model. Because of this, we are able to create a more collaborative and supportive culture where even those with no prior experience with restaurant franchises can thrive.


A Different Level of Training

Bruges prides ourselves on being different- standing out among the crowd. Our menu items stand out among monotonous options, our community focused marketing strategy sets us apart from other restaurant franchises, and our commitment to continual training and support of our franchises gives them the advantage over other franchise owners.

We provide every ingredient necessary to cook up a successful business, and we are constantly working to perfect our recipes for success. As a Bruges franchise owner, you can expect to learn all about our brand and culture through Bruges Academy, have access to all the resources you need through ‘Bruges Online,’ our franchise intranet which also provides virtual support. Continual training through live webinars, phone calls, and access to manager training programs available at our headquarters.


From Belgium With Love

Part of our honest and open approach to franchising is sharing our business concept and training you in a way that you’ll love. Our training program consists of five elements to help you feel more confident about opening your Bruges Waffles & Frites restaurant franchise.

  1. Spend a Day in Bruges. While we aren’t talking about taking each prospective franchisee to Belgium, we do want each person interested in a franchise to visit our headquarters and see how things operate on a daily basis. Following this visit, we will assist you with the start up plans you need to get your restaurant rolling.
  2. Graduate From Bruges Academy. Ready to be ‘schooled’ in all things Bruges? Our academy focuses mainly on operations training from hiring and managing your staff to keeping the culture/brand values prominent.
  3. Spend a Day in the Kitchen. Every item on our menu takes a bit of magic to produce. When you spend the day in our headquarters kitchen, you will learn how to make our specialties and receive training on daily procedures to help keep the magic alive.
  4. Your Turn to Shine. You will be assigned an on-site trainer to help you scout out location, prepare everything during pre-opening and assist you in getting up and running.
  5. Keep it Up. From newsletters to webinars and intranet training, Bruges provides you every element needed to help you and your staff continue to improve your service.



Dare to be different! Learn more about Bruges restaurant franchises at our online discovery center!

Bruges Restaurant Franchise Has Caught the Wave

The Fast-Casual Restaurant Industry Has 10 Markers for Success, Bruges Meets Them All

SALT LAKE CITY– Bruges Waffles & Frites has caught the wave of the fast casual industry and is riding it to success. According to analysts of the explosively growing fast-casual restaurant industry, there are 10 markers for success in the industry–all of which Bruges meets.


They are:

  1. Quality of the Food
  2. Use of Higher Quality Ingredients
  3. Wholesome Food
  4. Perception of Freshness
  5. First Rate Decor
  6. Fair Pricing
  7. Fast Service
  8. Friendly Employees
  9. Flexible Offerings
  10. A Full View of How Food is Prepared

According to the analysts, we will see continued growth in this market segment for years to come, but meeting these 10 indicators will put a restaurant franchise on the fast track to success. The fast-casual restaurant industry increased their collective annual sales by 12.8 percent to $30 billion in 2014 alone. This growth rate is almost double the growth rate of any other restaurant segment. Since 1999, the industry has seen growth of 550%, and new restaurant franchise chains in the category are popping up each year. (

“This is an exciting time for Bruges to be entering the market,” said Pierre Vandamme, Belgian native and co-founder of Bruges Waffles & Frites. “Though the market is being flooded with new concepts, our restaurant franchise offers a collection of unique menu items that cannot be found in other restaurants. We offer our customers the complete European dining experience, including food that is unlike any other.”

Bruges Waffles & Frites began in 2003 when Belgian natives Pierre Vandamme and Philippe Wyffels recreated the authentic Belgian waffle they remembered from their youth. The two began selling their creation in the Salt Lake City farmers market and saw first hand the demand for authentic and unique cuisine. Shortly thereafter they opened their first year round restaurant location, expanded their menu offerings and continued to build their fan base. Now, the chain has four Utah restaurant locations and is expanding their concept as a restaurant franchise across the American West.

For more information on Bruges and to learn more about their franchising opportunity, visit their website:


The Bruges Brand: Authentic Down to Our Support Team

Our franchise restaurants have a big responsibility to fill: keeping the authenticity and culture of the brand alive. The support system for franchises is built to help you keep the culture strong as we spread our brand across the American West.


Belgian Style Support from a World-Class Team

restaurant franchise community-of-partnersAfter your initial training is completed, you can expect ongoing support from our world-class franchising team. We provide all the ingredients needed to be successful in the restaurant business and give each franchise owner a personalized and responsive approach to meet their needs. This combination gives our franchise owners a powerful advantage over owners of other franchise restaurants.

Our number one priority is to uncompromising quality throughout our restaurants. Due to this priority, we place high value on communication and quality training practices. Our support team is there to answer your every questions from the moment you become a franchise owner through the duration of our relationship.


You’ve Been Accepted to Bruges Academy… Now What?

Our support team will exceed your expectations! Bruges Academy consists of hands-on operations training and is only the beginning of what you will experience with Bruges. From there, we will hold monthly webinars, regular training calls, in-service trainings, access to our resource-rich intranet, and support from a responsive franchise helpdesk. Our franchise support teams will go above and beyond your expectations to help you be successful as a franchise owner.


Bruges Franchise Restaurants Stand Out From the Crowd

From our beginnings, we were not afraid to be different. We built our brand from a waffle cart in the farmer’s market to where we are today. We offer a different variety of food options, a different cultural experience and are now taking a different approach to franchising. If you are someone who wants to stand out from the crowd and be different, with a different level of franchise support to stand behind you, discover more about the Bruges opportunity by exploring our Online Discovery Center.

Marketing Makes the Business World Go Round

amx8lfpCLAOHcjh7-y07J5nuE1l1OvkR6JP3IOvFI7sAs with any business, new restaurant franchises need a solid marketing plan to help get customers in the door. Luckily for Bruges, this is easy. Our ‘secret marketing recipe’ has one key ingredient: word of mouth. Our unique and authentic menu options get people talking both in person and online. Our flavorful options create an instant fan base of customers that come from all walks of life, spreading the word as they go. Encouraging the conversation with a proven marketing plan continues to spread the love of our brand.


Bruges Restaurant Franchises Share the Love

As a new business owner, one of the biggest questions on your mind will probably be, “How do I get customers?” Bruges knows that even though word of mouth is a great help, that alone is not enough to get a business rolling. While we appreciate all of our loyal fans and the kinds words they express, we also provide each new franchise owner with a proprietary step-by-step marketing plan that guides you on how to build your business from pre-opening to grand opening and beyond.

The plan includes directions on setting up your website, how to build your brand through social media, and downloadable marketing materials through our franchise intranet. A new franchise owner will receive their marketing plan after signing the franchise agreement and when they attend Bruges Academy.


Public Relations and the Restaurant Franchise

While your customers are you main ambassadors, when you are opening new restaurant franchises, it doesn’t hurt to have strong third party attention to help hype the business. Whether you seek attention from a local newspaper or a television station, food bloggers in your area, or radio stations, these are all great ways to continue to reach out to the community and invite them to experience your brand.

Bruges offers an experienced and professional marketing and PR team ready to help you build your business. We will provide you with all the elements necessary to get your business off the ground, and help your customers experience the unique ambiance a Bruges restaurant franchise provides.

If you can smell the waffles, get started learning more today by visiting our online discovery center.

French Fries V. Belgian Frites: They Are NOT All the Same

Bruges Franchising Restaurants Are Changing the Way We Look At Potatoes… Once Frite At a Time…

SALT LAKE CITY– Whoever says a fry is a fry hasn’t tasted frites at Bruges Waffles & Frites. The restaurant chain is determined to educate people on the difference between French Fries and the authentic and delicious Belgian Frite.

‘French’ Fries, contrary to popular belief, are not actually French. They originated in Belgium in 1680 where the residents of a small town would cook small fish as their main source of food. When the river the fished from froze, they began frying small strips of potatoes as their sustenance. In 1857, a Belgian newspaper ran a story about a man named Fritz, whom they referred to as “the king of fried potatoes” for selling fries at Belgian fairs.

Where the name “french” fries was derived is unclear. Some say it is from the Irish verb “To french” which translates to “to cut.” Still others say it came from the American Allies who tasted the fried potatoes when they landed on the Belgian Ardennes and called them french after the language that was spoken in the area. Either way, French fries have a rich Belgian history, and are not French. But, what makes them taste so different at Bruges Waffles & Frites franchising restaurants?

“Our frites are fried twice at two different temperatures to bring the inside to the perfect temperature and give the outside a crispier taste,” said Pierre Vandamme, Belgian native and co-founder of Bruges Waffles & Frites. “The color and crispness produced from this method of cooking is unlike any American French fry you’ve ever tried! Our frites are not your typical French fry!”

Bruges plans to educate their customers on the differences between what are typically called French Fries, and the authentic Belgian Frite. Their frites are somewhat famous in both local and national media and have won several awards including City Weekly’s Best French Fries, and a spot on Travel Channel’s popular Man V. Food. Though the menu is limited, their food creates an instant fan base, gains attention from media outlets, and does not disappoint.

Bruges began in 2003 selling their famous waffle creation in the Salt Lake CIty farmers market. The demand for the authentic cuisine drove them to expand quite quickly and they soon expanded into a year round restaurant location in downtown Salt Lake. After that expansion, they added frites to their menu along with their homemade dipping sauces, and appreciative fans continued to flock to the restaurant. Since then, they have added an additional three Utah restaurant locations, expanded the menu further and continued to capture the taste buds of those who visit their restaurants.

In 2015, Bruges began franchising restaurants and pushing toward expansion throughout the American West. “This is an opportunity to bring a unique concept to the market,” said Vandamme, “You will quickly see the demand for authentic Belgian waffles and frites as you introduce your community to the Bruges brand.”
For more information on Bruges and to learn about their franchising opportunity, visit their website:

Build ‘Little Belgium’ in Your Town with Bruges Restaurant Franchising

7GNijUJxPGznHxHcRQmg3fDnOnUwFyItIbG0OMlpKekAre you missing the Belgian charm in your town? While other cultures may be well represented, there are somethings that only Belgium can offer. Bruges Waffles & Frites restaurant franchising is offering the opportunity to bring a bit of Europe to your town by opening a mini embassy for all things Belgium.


More Than Just a Restaurant Franchise…

Bruges is a charming town in northern Belgium where co-founder of Bruges Waffles & Frites, Pierre Vandamme, remembers spending his childhood days savoring the flavors and aromas of his grandmother’s culinary masterpieces. Food is practically an art form in Belgian culture and

Bruges Waffles & Frites is more than just another restaurant.

While we specialize in serving unique and authentic Belgian cuisine, we also feature Belgian culture throughout our restaurant interiors. Each franchise restaurant will feature authentic comic art murals since comic art is considered an integral part of Belgian culture. These murals will be similar to the one found in our new Draper, Utah restaurant.

Each restaurant also brings in a bit of irreverent Belgian humor by showcasing the famous Manneken Pis, which is a statue of a little boy peeing in a water fountain. The statue has been iconic in Brussels culture since 1619, and the tradition is for visiting authorities to donate miniature versions of their clothing to the little naked boy. He has gathered quite a collection over the years which can be seen in the Brussels museum.


Once You Go Belgian, You Never Go Back!

Bruges focuses on providing the complete European dining experience which emphasises indulging in good food in the presence of family and friends. From the moment a customer catches the aroma of freshly baked waffles to the moment they leave our restaurant, they will be immersed in Belgian culture, and already planning their next visit. While their taste buds are tantalized with our specialty creations, their eyes will be drawn to the unique ties to the city of Bruges, and they will feel as if they have been completely transported to another place-even if only visiting on their lunch hour!
Bring ‘Little Belgium’ to your town by opening a Bruges Waffles & Frites restaurant franchise, and be the first to introduce Belgian food and culture to your community. Visit our Online Discovery Center to learn more.