Founded by Arash Anvar in 2005, the company originally operated a site near Bond Street, which has now closed after its lease ran out and was not renewed.
The privately-funded group’s new site, in the capital’s Beauchamp Place, will span 3,500 sq ft and cover three floors, and is set to open in the New Year.
It will form part of a wider vision to expand throughout London, the Home Counties, and the Middle East, and will serve the group’s menu of waffles with sweet or savoury toppings, shakes, sandwiches, cakes, pastries, and coffee.
Commenting on the new plans, Anvar said: “Pure Waﬄe is now undertaking an expansion plan in London and the Home Counties.
“In 2005, the UK F&B industry had only a handful of waﬄe outlets [and] Pure Waﬄe has been responsible for helping to educate the UK market. The majority of our clients live around Knightsbridge, hence the new site.”
He added: "[We haven’t] just stopped at these shores; negotiations are currently taking place for the opening of stores across the Middle East.”
The new London site was secured by leisure property specialists Restaurant Property.