The Rise of Golden Waffles: Revolutionizing the Food Service Industry

In a move that signals a new era for one of the nation's largest suppliers of waffle irons and waffle mixes, Golden Malted has announced a rebranding to Golden Waffles. This strategic shift aims to better align the brand with its core offerings, cementing its position as a leader in the foodservice industry.

Elevating the Waffle Experience One Bite at a Time

Embracing a New Identity

For 87 years, Golden Malted has been a trusted name in the waffle industry, providing high-quality irons and mixes to foodservice establishments across North America and beyond. However, the company's decision to rebrand as Golden Waffles signals a renewed focus on its primary product – the delectable, golden-brown waffles that have captivated customers for decades."We're changing our name to Golden Waffles because that's what we do – we make golden, fresh-baked waffles," explained Michael DiBeneditto, the newly appointed Chief Executive Officer. "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."

Modernizing the Brand

The rebranding effort is not just a name change; it also encompasses a comprehensive overhaul of the company's visual identity. Golden Waffles has introduced a new logo and website, reflecting a more contemporary and approachable aesthetic. This updated branding is expected to be gradually integrated across the company's equipment and packaging in the coming months."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," said Alissa Davis, the newly appointed Vice President of Marketing for Golden Waffles.

Enhancing the Customer Experience

The rebranding of Golden Malted to Golden Waffles goes beyond just a name change; it's a strategic move to better serve the company's customers in the hospitality and foodservice industries. The company's comprehensive program, which includes direct door-to-door waffle mix delivery, onsite service, and maintenance, allows operators to focus on the most important aspect of their business – delighting their guests."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," Davis added.

Expanding the Reach

Golden Waffles' commitment to excellence extends far beyond the borders of North America. The company's mixes, toppings, and flavorings are distributed to more than 50,000 customer locations across the globe, spanning over 60 countries worldwide. This expansive reach underscores the brand's global appeal and its ability to cater to the diverse culinary preferences of customers worldwide.

Driving Growth and Innovation

In addition to the rebranding, Golden Waffles has also announced the appointment of Roxana Oxtoby as the company's new Chief Growth Officer. Oxtoby brings a wealth of experience in sales and product development, having previously held positions at Leprino Foods, Fresh & Ready Foods, Schwan's Co., and Hormel Foods."Roxana's expertise in driving growth and innovation will be invaluable as we continue to expand our reach and deliver even more delicious and creative waffle solutions to our customers," said DiBeneditto.The rebranding of Golden Malted to Golden Waffles marks a significant milestone in the company's history, positioning it for continued success and expansion in the dynamic foodservice industry. With a renewed focus on exceptional customer service, innovative product offerings, and a modernized brand identity, Golden Waffles is poised to captivate taste buds and elevate the waffle experience for years to come.