Scent marketing is a thing. It's the practice of using a pleasant aroma to enhance a company's brand image. And the newly opened La Belle Waffle on Willis Street has scent marketing absolutely nailed. Who doesn't love the smell of freshly made waffles? This addition to the sweet scene in Wellington is absolutely one to add to your must-try list.
La Belle Waffle is a concept that owner Nicolas Delwaide has been working on for years, even before he moved to New Zealand seven years ago. He saw a gap in the market and decided to quit is job and start a new venture along with his wife, showcasing a piece of authentic Belgian culture with the people of Wellington.
It's only been open for two weeks, and Nicolas says he already has regulars, and it's not hard to see why. The little window on Willis showcases the waffle options on the menu, which we learnt are made from a dough and not a batter, and they definitely sell themselves. From the classic and the cinnamon sugar, to the Whittakers chocolate-dipped waffles, you're spoilt for choice with options.
We couldn't help ourselves, so we ordered a dark chocolate with hazelnuts, a dark chocolate with dehydrated strawberry and the milk chocolate with desiccated coconut. We were totally blown away by how deliciously crispy these waffles were, while still being soft and slightly chewy on the inside. This is from the pearl sugar used, which is unique to Belgium and gives the waffles that delicious crunch and caramelisation we mentioned before.
While we were on our sugar high, Nicolas suggested we try the Belgian hot chocolate that's available on the menu. On a cold, windy day in Wellington, this hot cup of soul soothing goodness is enough to warm every last bone in your body and put a smile on your face. What more could you want? They also serve single origin Flight coffee, if you still need your caffeine fix.
For those of you that prefer the savoury side of life, there are two options for you too. There's the lunch menu, offering a croque monsieur, and vegetarian option of the Caprese. Head on down to Manners Street and experience your own, authentic little piece of Belgium.