Golden Malted rebrands as Golden Waffles

The foodservice-focused company has been in business for more than 85 years.

Courtesy of Golden Waffles

In 1937, Golden Malted created the world's first all-inclusive waffle program. Now, the company is rebranding to Golden Waffles, just in time for National Waffle Day on August 24.

According to the company, the new name better associates the brand with offerings customers already know and love. "We're changing our name to Golden Waffles because that's what we do—we make golden, fresh-baked waffles," says CEO Michael DiBeneditto. “As a service-oriented organization, our customers are always top of mind. Every day, Golden Waffles’ service stands out by acting as an extension of our customers’ operational team. Our dedication to servicing our customers, while delivering delicious, creative solutions remains strong as we go through this rebrand.”

The company reports waffles are having a moment as demand for freshly baked is surging, driven by consumer trends in comfort food, experiential dining, and Instagrammability, as well as operator desire for maximizing profit:

In Q1 of 2024, waffles saw a 15.4% increase on restaurant appetizer menus compared to 2023.
Additionally, 53.8% of lodging operators reported offering waffles, up 12.8% year-over-year.
Waffles are one of the most profitable menu items operators can offer.

Golden Waffles has more than 110,000 waffle irons in operation around the world.

“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,” says Alissa Davis, VP of marketing for Golden Waffles. “Our all-inclusive program—from direct door-to-door waffle mix delivery to onsite service and maintenance—lets operators focus on the sweet stuff, like making guests smile.”

The brand’s new look will begin rolling out ahead of National Waffle Day, including a new logo and website. Existing customers will see updated branding on items like equipment and packaging over the next few months.

In addition to the new brand identity, the company has made strategic hires to its leadership team, including Davis and Roxana Oxtoby, chief growth officer. The rebrand also comes on the heels of Golden Waffles’ new ownership under Arbor Investments and is a nod to previous company names (Carbon) and acquisitions made along the way (Heartland Waffles).

Jenni Spinner is the chief editor of Snack Food and Wholesale with more than 25 years of experience in business-to-business communications. She has written extensively about food production, safety and packaging; pharmaceutical drug development; concrete and masonry construction; and more. She holds a Bachelor’s in Communications from the University of Illinois. Jenni can be reached at spinnerj@bnpmedia.com.

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