Check Out Bailey Erickson’s Story

Today we’d like to introduce you to Bailey Erickson. They and their team shared their story with us below:

At the beginning of the COVID outbreak in 2020, Bailey and her teenage daughter Alexis were looking for something meaningful to keep themselves busy while stuck at home. Bailey wanted to teach Alexis how to take an idea for a business and turn it into a reality. Alexis was particularly fond of baking and they wanted their business to produce something that would make people happy. Having lived in Europe before moving to Madison Alabama, Bailey and Alexis were familiar with how an authentic Belgian Liege Waffle should look and taste. And they realized there was nobody else making and selling them in their community.

They knew this was a perfect opportunity and began experimenting and perfecting their recipe until they had it just right. Others who sampled the waffles loved them! Bailey then coached Alexis through the process as she obtained all of the required business licenses, permits, tax ID, etc. and Wafel Bitte (translation: Waffle Please) was born!

Although Alexis is now away serving in the United States Air Force, Bailey and a team of others continue to operate and grow the business and are now packaging the Belgian Liege Waffle Mix so customers can make them hot and fresh in their homes.

Wafel-Bitte mix is currently available online and in twelve stores in the Madison/Huntsville area.

Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Bailey thought she would show Alexis how to start a business and that it would die on the vine when Alexis went away to the Air Force. That was not to be.

Wafel-Bitte won “Emerging Entrepreneur of the Year” in 2022 from the Catalyst Center for Business and Entrepreneurship and their Belgian “Liege” waffles have been a hit. When Wafel-Bitte shares samples of their waffle mix at events, 95% of people buy the mix.

Working at the markets and pop-up events is hard work but watching the smiles on peoples’ faces when they eat our waffles, makes it all worthwhile.

As you know, we’re big fans of you and your work. For our readers who might not be as familiar what can you tell them about what you do?
I was in the US Air Force (law enforcement) for 4 years and then 28 years in federal law enforcement. I spent 8 years in Germany at the European Special Investigation and Fraud Field Office.

I was a civilian Special Agent investigating major fraud against the Government and conducted investigations all over Europe. I retired from the U.S. Government in 2016 and opened a private investigation company called Gemini Investigations. I closed the PI business and in 2020, Alexis and I opened Wafel-BItte.

In terms of your work and the industry, what are some of the changes you are expecting to see over the next five to ten years?
Our waffle mix falls into the gourmet food category. A large group of our customers is the “foodie” group between the ages of 20 and 40.

Many prefer to make an unusual food that takes a bit more time to prepare but has a taste like none other. I believe this sort of customer group will continue to grow. Our goal at Wafel-Bitte is to make our waffle mix a favorite in the USA.

Contact Info:

• Website: https://wafelbitte.com/
• Instagram: https://www.instagram.com/wafelbitte/
• Facebook: https://www.facebook.com/WafelBiteLLC
• Linkedin: https://www.linkedin.com/in/bailey-erickson-4a7313121/