In the midst of the global pandemic, many businesses faced unprecedented challenges. But for one mother-daughter team in Madison, the uncertainty was the catalyst for a new and successful venture.

At the onset of the COVID-19 outbreak in 2020, Bailey Nichols and her teenage daughter Alexis found themselves looking for a meaningful way to stay busy while stuck at home. Bailey and Alexis wanted to provide something to bring a smile to people’s faces during the stressful COVID-19 isolation. Having lived in Europe before relocating to Madison, both Bailey and Alexis had a deep appreciation for authentic Belgian Liege Waffles—both in flavor and appearance.

Determined to create something special, they began experimenting with different recipes, perfecting the flavor and texture until they had it just right. The waffles quickly became a hit with anyone who tried them.

Bailey then guided Alexis through the process of obtaining the necessary business licenses, permits, and tax ID. That’s when Wafel-Bitte (which translates to “Waffle Please”) was officially born.

A veteran of the U.S. Air Force with an additional 28 years in federal law enforcement, Bailey is an experienced entrepreneur. In 2016, she started the private investigation firm Gemini Investigations.

She praised The Catalyst Center for Business & Entrepreneurship and the Small Business Development Center at UAH for helping support and launch her businesses.

“The Catalyst Center in Huntsville and the SBDC want you to succeed, and they have a lot of resources to help small businesses grow,” Bailey said.

Her motivation to start a business with Alexis stemmed from more than a love for Belgian waffles. She wanted to teach Alexis the value of entrepreneurship and to pass down valuable business skills before Alexis left for her own Air Force career.

“Equipping our children with essential life skills is crucial for their future success,” said Bailey. “Teaching them how to start a business can unlock limitless potential, setting them on a path to achieve extraordinary success.”

Wafel-Bitte’s journey began in September 2020 when the duo started selling their homemade Belgian Liege waffles at local farmers’ markets, bringing the taste of Belgium’s finest street food to the heart of Alabama.

Two years later, in September 2022, Wafel-Bitte took the next big step, obtaining a food manufacturer license and transitioning to producing Belgian Liege waffle mix. In addition to their classic offering, they developed a gluten-free option. Their waffles quickly became a hit, both in local markets and among customers.

By 2023, the business expanded to an online store and began selling on Amazon. Today, Wafel-Bitte products are available in states ranging from Nebraska to Florida, Arkansas to Ohio. Closer to home, you can find their waffles and waffle mixes at various local businesses, including:

Alabama Goods (Huntsville and Birmingham)
Star Market Huntsville
Harrison Brothers on the Square Huntsville
Ashley Mercantile (Muscle Shoals and Cullman)
Sons of Arley (Arley, AL)
Pineapples (Priceville, AL)
Stach and Co (Albertville/Guntersville, AL)
Daisy Lane Gifts (Madison, AL)
Rafael’s Table (Huntsville, AL)

Fresh, hot Wafel-Bitte waffles are also served at several local food spots, including High Point Market in Decatur and Lux Bru in Madison.

As an active-duty member of the U.S. Air Force, Alexis is currently stationed in Germany, but the bond with her mother and their shared passion for the business continues to grow. Bailey, having already retired from government service, has poured her heart into Wafel-Bitte, while Alexis supports from afar, both with her marketing expertise and as a source of inspiration for the company.

With the growth of their online presence and distribution across multiple states, Bailey and Alexis are excited about the future of Wafel-Bitte and that with each bite of a Wafel-Bitte waffle, customers experience an authentic, Belgian Waffle.

“We can’t wait to bring the taste of Belgium to your kitchen,” Bailey said. “Our goal is to make Wafel-Bitte a beloved product across the United States, and we truly appreciate every one of our customers.”

Whether you’re in North Alabama or beyond, Wafel-Bitte’s mouthwatering Belgian waffles are now only a few clicks (or a visit to a local store) away! For more information about Wafel-Bitte’s products or to place an order, visit their website.