The Origins of Taste of Belgium: A Culinary Journey from Liège to the United States

Taste of Belgium began as a passion project that sought to bring authentic Belgian flavors to the U.S. food scene. Born out of a desire to introduce the famous Liège waffle to a new audience, the Taste of Belgium story started with its founder, Jean-François Flechet, a Belgian native, who relocated to the U.S. in 2000. Flechet brought not just a taste of his homeland but a mission to provide the real deal—crisp, caramelized waffles with a perfect balance of sweetness.

After settling in Cincinnati, Ohio, Flechet started small, testing out his recipes at local markets and perfecting the waffles using a cast-iron waffle maker brought from Belgium. This local test balloon soon gained a following, and what was once a booth at a farmer’s market rapidly grew into a Belgian culinary empire in America. What started as a single waffle maker became the cornerstone of an entire restaurant chain known for its authenticity, attention to detail, and quality Belgian food offerings.

But how did it get so big? That’s the intriguing part. The story of Taste of Belgium is not just one of introducing a famous dish abroad but about adapting and expanding upon it without losing its roots. Taste of Belgium wasn't limited to waffles alone—it branched out into an entire menu based on Belgian cuisine. The journey from a humble market booth to a multi-location brand is a textbook example of entrepreneurial spirit, strategic growth, and the power of staying true to cultural authenticity.

The original waffle, known as the Liège waffle, has a distinct, dense, chewy texture that stands apart from the fluffier, lighter Brussels waffle (often mislabeled as Belgian waffles in the U.S.). Taste of Belgium stayed true to the traditional Liège style, utilizing dough infused with pearl sugar that caramelizes as it bakes. Over time, the menu expanded to include items like crêpes, frites, and mussels—signature Belgian dishes—but it never strayed far from its core offering: waffles made exactly like the ones Flechet had grown up eating in Belgium.

To truly understand the rise of Taste of Belgium, it’s important to look at the larger picture of Belgian cuisine. Belgium is a country with a complex culinary heritage influenced by its neighbors—France, the Netherlands, and Germany—while still maintaining distinct flavors and dishes that are recognized worldwide. Waffles, for example, have been a part of Belgian culinary history since the Middle Ages. Flechet capitalized on the global appeal of these waffles, modernizing the business model while maintaining the authenticity of the product.

While Taste of Belgium started with waffles, the brand’s expansion can be attributed to its attention to detail, both in ingredients and customer experience. Sourcing quality ingredients, such as imported Belgian beer and locally sourced produce, and emphasizing a warm, friendly dining environment helped turn the restaurant into more than just a place to eat—it became an experience. Their restaurants offer an immersive atmosphere where diners feel as though they’ve stepped into a Belgian café.

The use of social media and effective marketing strategies also played a significant role. By showcasing behind-the-scenes moments and emphasizing the quality of their products, Taste of Belgium has been able to craft an appealing brand narrative that resonates with customers. The focus has always been on balancing Belgian authenticity with a local American vibe, which has been key to its success.

Taste of Belgium has grown from its original location in Findlay Market to several brick-and-mortar restaurants across Ohio and beyond. The original waffles remain a bestseller, but the menu also includes dishes like chicken and waffles, Belgian beers, and classic European café fare.

In short, the origins of Taste of Belgium are rooted in cultural authenticity, entrepreneurial ambition, and a deep love for food. The journey from Liège to Cincinnati highlights the ability to transport tradition across borders while evolving a brand to cater to a different audience. Jean-François Flechet's dedication to keeping his food true to its Belgian roots while adapting to American tastes has been a crucial aspect of the restaurant’s widespread appeal. As it continues to expand, Taste of Belgium remains a symbol of how food can transcend boundaries, turning a niche product into a culinary sensation.