GLEN MILLS, PA — Golden Malted, renowned as the pioneer of the all-inclusive waffle program since 1937, is embracing a fresh identity as Golden Waffles. This name change aligns the brand with its core offering and strengthens its connection to the beloved breakfast staple.
CEO Michael DiBeneditto explained the motivation behind the rebrand: “We’re changing our name to Golden Waffles because that’s what we do – we make golden, fresh-baked waffles!” The decision reflects the company’s commitment to customer service, positioning itself as an integral part of its clients’ operations. DiBeneditto emphasized the company’s dedication to providing creative and delicious solutions, even as it transitions through this branding change.
The rebrand comes at a time when waffles are experiencing a significant rise in popularity. As consumers crave comfort foods and unique dining experiences, waffles have found a place on more menus. A recent report by Technomic notes a 15.4% increase in waffle offerings on restaurant appetizer menus in the first quarter of 2024 compared to the previous year. Additionally, 53.8% of lodging operators now feature waffles, marking a year-over-year rise of 12.8%.
Alissa Davis, VP of Marketing for Golden Waffles, highlighted the brand’s clear focus on delivering joy through its product. “By simplifying our name and modernizing our look, we’re making it clear that our singular focus is to bring joy to customers by serving the best fresh-baked waffles in the food service industry,” she said. The company’s all-inclusive program supports operators with direct delivery of waffle mix, alongside comprehensive service and maintenance.
The rebrand includes a new logo and website, with updated branding being introduced to customers over the coming months. Beyond the name change, Golden Waffles has strengthened its leadership with strategic hires, including Alissa Davis and Roxana Oxtoby as Chief Growth Officer. The company is now under the ownership of Arbor Investments, linking back to its earlier roots and acquisitions.
With more than 100,000 waffle irons worldwide, Golden Waffles continues to spread joy, having served billions over nearly nine decades. The rebranding, alongside industry trends, positions the company to capitalize on growing demand and further its legacy in the foodservice sector.
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