Established in 1937, Golden Malted is the fresh-baked waffles leader serving the world’s best restaurants, hotels and theme parks for more than 85 years. In August 2024, the company announced a rebrand to Golden Waffles, just in time for National Waffle Day on August 24, 2024. This new name modernises the brand’s identity and better aligns with the products that customers have come to know and love.
We’re changing our name to Golden Waffles because that’s what we do – we make golden, fresh-baked waffles!
Michael DiBeneditto, CEO
The rebrand follows the company’s acquisition by Arbor Investments in 2023 and is a nod to its previous company names (Carbon), and acquisitions like Heartland Waffles.
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. 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.
Alissa Davis, VP of Marketing
Along with the rebrand, the company secured the Exact Brand Match (EBM) domain, GoldenWaffles.com. This move is particularly important during the rebranding phase, as most consumers typically use the EBM domain when searching for a company online. By adopting this domain, Golden Waffles ensures a seamless transition for current clients and partners while reinforcing the new brand’s recognition and strength.
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