Press Waffle Co., the sweet and savory franchise concept that rose to prominence thanks to the hit TV show Shark Tank, is set to make its Georgia debut this fall after husband-wife franchisee duo, Keith and Niki Ginel, signed a lease with the team at North American Properties for Marietta’s Avenue East Cobb development, located at 4475 Roswell Rd.
“One of the things about East Cobb is that it’s a beautiful area, but we’ve always felt like when we do our major shopping and dining, most of the time we wind up going to Roswell or we go to Alpharetta,” Keith Ginel tells What Now Atlanta. “I always knew about The Avenue, we live only like two miles from it, and it’s always the nicest shopping center around here, but once the announcement came that they were revamping and making it more of a community place to go, we were like wow, we really want to be a part of that.”
In addition to being Georgia’s first Press Waffle Co, this also marks the first franchise venture for the Ginels, who are eager to bring the popular Belgian delicacy to the community.
They envision a French café ambiance in the 1,200-square-foot jewel box space near Sephora, where customers can indulge in a selection of savory and sweet dishes like The House, a bestseller featuring strawberries, cookie butter, Nutella, and a house-made whipped cream atop a golden Liége waffle.
In fact, that Liége waffle is responsible for piquing the Ginels’ interest in the first place.
Keith, who had spent almost the last decade working as a CFO in the retail and e-commerce start-up sector, decided it was time to start his own thing. However, it was two seemingly unconnected events that would ultimately lead the Ginels to the company.
“As I started to look a little bit at options out there, franchises and stuff, just very loosely kind of looking, I happened to stumble upon Press – I actually saw them in Entrepreneur Magazine – in a listing of franchises,” says Keith. “And that one stuck out to me because back in 2018, my family went to Paris and Belgium for vacation, and we tried the Belgian Liége waffles for the first time and it was like, a different experience – it was like woah, we’ve never had anything like this before, this is awesome.”
Unfortunately, as Keith tells it, coming back to the US, the family quickly realized they couldn’t find their new favorite dessert anywhere. Luckily, however, the Ginels’ experience closely resembles the origin story of Press.
Founded in 2016, Press Waffle Co. began as a dream between two brothers on a mission to bring the classic Belgian Liége waffle to the States. One food truck, a storefront, and a successful appearance on ABC’s hit show Shark Tank later, the concept is taking off, with ambitious expansion plans across the country.
Portions of this article were taken from a press release.