Because WAFFLETRUCK.

In 1831, there was man named Leopold. Leopold loved to sell waffles, so sell waffles he did! It all started in a little horse-drawn carriage, in the “Grand Place” of Brussels. His waffles were magic, enough so that people adored him, and he was crowned King Leopold I of Belgium.
Fast forward to 1964, the World’s Fair, and Maurice Vermeersch’s “Bel-Gem” waffle stand. This is where an American love-affair with the Belgium waffle began. The crispy texture, accompanied by the sweet medley of strawberries and whip cream, were revered by New Yorkers. Unfortunately, the flame of waffle-love dimmed while unattended through the 70’s. Cheap diners began serving mushy excuses for waffles. The ways of the Belgium waffle were nearly forgotten. The King of Belgium got word of the sad state of waffle affairs in the United States, and proclaimed, “These waffles are a disgrace to the culinary heritage of our Flemish and Walloon people. We just cannot let this go on.”
That brings us to the waffle-guy himself. Thomas DeGeest, previously an undercover IBM Management Consultant, now “Special Envoy for Wafels” to the USA, was given the task of reviving the quality Belgium waffle. A “waffle-surge” annual budget was allotted by the King to Thomas. “With meager funds but with substantial moral support from the Ministry, his wife Rossanna and waffle lovers everywhere, Thomas bought a 1968 Chevy box truck and hit the hot dog and shish kebab jammed jungle of New York City.”
Thus the Wafles & Dinges truck was born. October 17th, 2007, Thomas sold the first Belgium waffle (topped with Nutella) from his truck, on the corner of Broadway and Prince Street. Word got out about his amazing waffles and the reviews rushed in like wildfire. Celebrities were even raving about them, but behind the scenes there was drama. The truck was falling apart, having to be towed with a rope to get moving. After a humorous civil court case, Wafles & Dinges was forced to permanently park on the corner of 7th Avenue and 22nd Street, where foot traffic was severely low in comparision.
The Congress of Belgium approved a bill that granted the “waffle-surge” increased funding in April in 2009. “With a brand new truck, a whole new era had started. Real Belgian wafels were now being served across 14 locations in New York City, 7 days a week, 14 hours per day. The wafels never sleep. The success of the surge started taking hold. Four mini-trucks were added in 2010.” In return, the Ministry wanted Wafles & Dinges to use a spread made out traditional Belgian gingerbread cookies called “spekuloos spread.” The truck gave away samples and managed to fulfill this mission.
Since then, Wafles & Dinges has enjoyed much fame. They laid claim to many awards, including being voted America’s number one food truck by Zagat in 2010. Els Scheppers, “the lovely lady who invented the Spekuloos spread,” is a fan of Wafels & Dinges. The Crown Prince and Princess of Belgium even came to taste the waffles and gave their seal of approval! It seems the truck quickly became a New York favorite and that the marketing has been minimal. These waffles sell themselves. People can’t seem to get enough of them! Wafles & Dinges has been featured on several television broadcasts, such as Man vs. Food, and was even recommended to Anderson Cooper by Jerry Seinfeld.
Wafels & Dinges presents their version of the American Dream in a delicious form. Their weekly specials keep their adventurous customers coming back for new deals. Their menu ranges from the classic Belgian waffle, to savory options that might make the King turn his nose up, but New Yorker’s love them!
A daily challenge is presented to customers, which grants them a free topping (or dinge,) if they complete the task. For example, today’s challenge is, “pretend your a paparazzi and the wafeleurs are the celebrities!” This is a great way to provide laughs to all and create a uniquely interactive experience. Group tours of the Wafels & Dinges headquarters are offered, allowing the true waffle enthusiast to see the processing of the dough, while enjoying some tasty samples.
Wafles & Dinges are not limited to their trucks, however. They provide catering, even bringing one of their fine trucks to a location of your choice. This is a great way to add to an event and is sure to be a conversation starter. You can always find their truck locations with the GPS locator conveniently placed on their webpage, if you prefer to be more casual about your waffle eating affairs.
The fabric of this nation is woven with the threads of many diverse cultures. The fertile ground of Manhattan creates a hot bed that allows creative and offbeat endeavors to come to fruition. The liberal Dutch values were, “the foundation that New York City was built on, and, spreading in even direction, it [colored] and [molded] the American continent and American character.” (Shorto, pg. 259) It was no wonder that the novelty waffles served in the streets of New York took off. People there are used to new, usual ideas, and giving them a chance. A dream that started in Belgium now has the opportunity to change the lives of people from all varieties of cultural backgrounds, by giving them the opportunity to taste the magic waffles Leopold shared so long ago.