Banner photo for the news story ''Sweet' new venture arrives in Hinckley!'

Mason Moore, Hinckley Reporter - Hinckley Free Press

A NEW independent waffle house has set up shop in Hinckley town centre.

It is named ‘Waffles Emporium’, and is based inside of a former antiques, crafts, and gift shop on Regent Street, next door to The Crafty Baron of Hinckley pub.

Readers may remember Waffles Emporium from when they first started taking delivery-only orders in July last year.

Now, the business has rapidly expanded, and due to this, a large Hinckley high street location has been identified and snapped up by business owner Evan Richardson.

Speaking exclusively to the Hinckley Free Press, Waffles Emporium owner, Evan Richardson, said:

“During the first month or two, whilst we’re settling into the new premises, I won’t be looking for many staff. Maybe a delivery driver or two. Once the business is running comfortably I’ll be looking to bring in some shop staff.”

“I’m really excited and nervous at the same time. As I’m 19 this is a huge step for both myself and my business. It has taken a little longer than I hoped due to COVID, but that extra time has allowed me to really connect with my customers on a personal level and create a unique business identity.”

He continued: “This includes things like the products I sell and how the quality and portion size, which many of our customers have described as “great value for money”.

“I believe many of my customers come back to me not only for the food but the customer service as I really pride myself on creating a business that looks after and cares for its customers.

“The way I’ve always wanted my business to be viewed is as a place where your ordering from a friend. For example, you don’t really know the people behind other huge online businesses you order from, but I like my customers to know they are eating my desserts. Made by me, by hand, and delivered to their doorstep by myself.”

It marks the newest dessert shop to hit Hinckley town centre, after Delightful Desserts on Waterloo Road quietly closed their doors last December.

Meanwhile, in close proximity to Regent Street, on the Market Place, Hinckley’s new real ale bar and coffee house, The Clarence, is set to open its doors next month.