Wafflemeister teams up with Clermont Hotel Group for Piccadilly launch

Dessert café Wafflemeister has partnered with new franchisee the Clermont Hotel Group to open a central London premises.

 

The new outlet is underneath Clermont’s Thistle Piccadilly hotel, between Piccadilly and Leicester Square, at 31 Coventry Street.

 

The takeaway site will serve Liége waffles as well as gelato, shakes and ground to order coffee.

 

The store is Wafflemeister’s 26th high-street location and is part of the company’s focus on growing its presence across leisure and high street locations, as well as supermarkets, vending and wholesalers. 

 

Clermont and Wafflemeister aim to strengthen their existing relationship, formed through licence agreement pop-ups at the hotel group’s Marble Arch and Tower Hill properties.

 

Rikos Leong-Son, chief executive of Wafflemeister, said: “We have been working with Clermont Hotel Group for over a year and their professionalism and passion for people and food has been fantastic. We cannot be more excited about this site – we could not have asked for a better location between Piccadilly and Leicester Square. It is absolutely buzzing all year round and we cannot wait to introduce our wonderful waffles with all the locals and visitors and being a part of this great area.”

 

Gavin Taylor, chief executive of Clermont Hotel Group, added: “Clermont Hotel Group is committed to offering its customers a wide range of food and beverage options. Wafflemeister has a proven track record and we are thrilled to be able to continue to work with them to bring wonderful Belgian waffles, gelato and coffee to our customers at Piccadilly. The team at the Thistle Piccadilly, which is based above the new Wafflemeister, also can’t wait to support the new venture and to introduce the ’World of Waffles’ to its customers.”

 

The latest opening takes Wafflemeister’s UK location count to 26, including seven other London sites.

 

Clermont, the hotel owner-operator of the Clermont and Thistle hotel brands as well as the Royal Horseguards hotel and Cumberland hotel, has a portfolio of 17 hotels and 5,000-plus bedrooms and 120 meeting and event spaces across London.

 

Last year the group added London’s former Hard Rock hotel premises into its portfolio, transforming it into the Cumberland.