NL WAFFEL in the center of Rotterdam serves fresh croissant waffles paired with specialty espresso and matcha. A compact concept designed for quick service, opened by Heel Holland Bakt winner Mercedes Roggen at Binnenwegplein 2.
About WAFFEL
WAFFEL Rotterdam, croissant waffles and specialty espresso
WAFFEL is a new player in the center of Rotterdam with a clear proposition: fresh croissant waffles paired with a compact, welcoming coffee bar. The shop was opened on November 11, 2024, by Mercedes Roggen, known as the winner of ‘Heel Holland Bakt 2023’. The brand positions itself as a cross between a patisserie and a café, featuring creative sweet and savory waffles and a drink menu centered around specialty espresso and matcha.
Origins and Concept
Being founded by a national baking champion gives WAFFEL immediate brand recognition and trust. At its core is an artisanal waffle, presented as the main attraction. The shop concept is compact and service-oriented, ensuring orders are handled quickly. This caters to the urban passerby looking for a high-quality snack and coffee without long wait times or a lengthy stay.
The menu pairs the waffles with complementary drinks. In this way, the waffle remains central, while the drinks enhance the flavor experience. The result is a recognizable format that attracts both impulse purchases and planned visits. This clear focus prevents a fragmented menu and facilitates consistent execution at the bar.
Location and audience
WAFFEL is located at Binnenwegplein 2, 3012KA, on a pedestrian square near the Beurs area. The spot targets shoppers and visitors in the city center. Local mentions describe the shop as a quick stop for shoppers and tourists. The format and flow make it less suitable as a place for long-term laptop work, but all the more attractive as a high-visibility city hotspot.
Coffee Offering and Preparation
The espresso bar runs on ‘specialty coffee from Dino Coffee’. Dino Coffee, a specialty roaster from Leiden, works with SCA-scored coffees and roast-to-order. This suggests an emphasis on origin, higher scores, and consistent freshness in the espresso shots. The espresso machine is the primary brewing method at the bar and forms the backbone of the menu.
The integration of coffee into recipes is evident in items such as the ‘Tiramisu Waffle’, finished with a shot of fresh espresso. Thus, espresso functions as both a beverage and an ingredient. Public information shows no explicit filter bar with V60, Chemex, AeroPress, or batch brew. There are no clear photos or menu rules confirming such an offering.
Matcha as the second pillar
Alongside espresso, WAFFEL focuses on matcha, including ceremonial matcha and matcha lattes. This creates a two-track strategy for the drink menu. Guests who prefer to dose their caffeine differently or are looking for a tea-based specialty are provided with a full-fledged alternative without broadening the menu with additional brewing methods. This keeps production and training manageable in a compact shop.
Community and Visibility
The opening received attention in Rotterdam food media, while the founder is visible at local entrepreneur events, such as a contribution during Selfmade Summit. On social channels, the brand marks city and coffee moments, such as World Coffee Day, and launches new signature items via short videos. These activities show engagement, although there is no public recurring program of cuppings or barista workshops.
Sustainability and Sourcing
In the menu language, ‘honestly sourced beans’ stands out, referring to specialty coffee from Dino Coffee. The specific sourcing models, such as certifications or direct trade, are primarily handled by the roaster and are not detailed by WAFFEL itself. Dino Coffee emphasizes specialty lots, where possible around SCA 85+, and works roast-to-order for freshness and predictable quality.
The roaster also mentions circular initiatives, such as the reuse of husk waste by mushroom growers. In the shop itself, various components are homemade, such as a pistachio paste and fresh toppings. Public policies regarding waste reduction, reusable cups, or suppliers of dairy and patisserie are not clearly published. Further verification can take place via direct contact channels.
Recognition so far
Mercedes Roggen’s profile, linked to a national baking competition, serves as a powerful anchor for the brand’s reputation. The shop is featured in local guides and columns highlighting new Rotterdam hotspots. Customer feedback in mentions and reviews is overwhelmingly positive regarding the croissant waffles and their pairing with espresso and matcha. There are currently no indications of specific barista prizes or coffee awards.
What’s missing from public information
A few points remain unclear or unconfirmed in public sources:
- No verifiable mention of a dedicated filter bar or manual brew methods.
- No public overview of recurring events, cuppings, or workshops.
- No explicit waste and packaging policy or arrangement for reusable cups.
- No current list of single-origin coffees or origin names in public communications.
Relevance for coffee professionals
For cafes and roasters, WAFFEL serves as an interesting case study in focus and flow. A hero product, complemented by a streamlined espresso menu and a second specialty like matcha, can serve a high volume of passersby without operational complexity. Partnering with a local specialty roaster ensures quality and storytelling, while compact production and homemade components create a unique edge. Further opportunities lie in making sustainability explicit and communicating origin, should the target audience demand it.