Beginnings are beautiful, especially when they start with waffles. The aroma of our first Liège waffles sizzling on a cast-iron press at Findlay Market is still fresh in our minds. Making a Belgian treat wasn’t the only goal; Cincinnati needed to experience something daring, unique, and simply irresistible. Our little waffle stand? It became the heart of what is now Taste of Belgium, a Modern Belgian brasserie and scratch kitchen created by the passion, personality, and energy of one remarkable market.
We weren’t just selling waffles; we were sharing a story, one bite at a time.
The Waffle That Started It All: Liege-Style Explained
Back in 2007, our founder, Jean-François, arrived at Findlay Market with a 120-pound cast-iron waffle maker and a vision. That vision? To bring the Liège waffle to the Queen City, not just as a dessert, but as an everyday indulgence. These waffles were unlike anything the local crowd had tasted.
Liège waffles are made from a yeast-risen dough, not batter, and get their signature texture and flavour from chunks of pearl sugar folded right in. As they cook, the sugar melts and caramelizes against the hot iron, forming golden edges with just the right amount of crunch. They are chewy, sweet, and rich.
Compared to the airy, syrup-soaked American waffles, Liège waffles felt like a complete reimagining. They were hearty. Satisfying. European but approachable. Every waffle we handed over the counter sparked curiosity—and often, a follow-up question: “What is this?”
That question never got old. Because each answer gave us a chance to share not just a dish, but a piece of who we are.
From Stand to Staple: Our Waffle Evolution
What started as a waffle stand quickly became a fixture in Cincinnati’s food scene. As lines grew and fans returned weekend after weekend, we knew we had something worth building on. We stayed rooted in our purpose—to offer innovative, Belgian-inspired food with an American twist, made fresh from scratch.
That means everything in our kitchen is made with care. No shortcuts, no frozen stuff, just honest food, thoughtfully crafted. We’ve always taken pride in being a scratch kitchen. It’s not just a label for us, it’s a promise. From the very beginning, it all started with the love and effort we poured into every waffle. That same care still drives us today.
We didn’t just make waffles; we made memories, ones that stuck. We feel so happy when People still tell us they remember their first bite, their first visit, or that one waffle that made them a regular. That’s what fuels us to keep going, keep growing, and keep innovating.
Signature Waffle Creations That Go Beyond Breakfast
Over time, we realized something: Waffles don’t belong to breakfast. They belong to you, wherever and whenever your cravings hit.
That’s why we’ve embraced waffles as a blank slate for creativity. Our Waffle & Chicken dish, whether in its Classic or Nashville-spiced version, brings together bold flavours and textures that wake up your taste buds. The Brunch Burger, stacked high between two waffles, is our tongue-in-cheek answer to the burger wars. (Spoiler: Waffles > buns.)
The Southwest Waffle Sandwich adds flair and spice for a midday meal that doesn’t hold back. And our sweet options—Strawberries & Cream, S’more Waffle, Banana & Nutella—are like edible hugs. Whether you’re sweet or savoury, early bird or night owl, there’s a Liège-style waffle with your name on it.
These creations weren’t just for show. They were answers to what our guests asked for. Our menu continues to evolve because we listen, experiment, and create with you in mind. It’s a collaboration, a delicious, caramelized, syrup-drizzled kind of collaboration.
The Market Vibe: How Findlay Shaped Our Brand
Findlay Market isn’t just a marketplace; it’s a lively hub where vendors, locals, and visitors come together. The scents, the voices, the colours make it a place alive with stories. It shaped our energy from the very beginning. That open-air vibrancy and come-as-you-are spirit inspired how we built the Taste of Belgium brand.
That spirit still lives in every TOB location. We’ve always believed that good food starts with the basics: fresh ingredients, a cozy place, and a love for cooking. That’s what we’ve kept with us since day one, back when we were just a small waffle stand. It’s not just about what’s on the plate; it’s about the people you share it with.
Every person who walks in brings back memories of how it all began.
Shareables & Sips: What to Pair with a Waffle at Any Hour
Sure, waffles are where we started, but we’ve grown into so much more. We think food tastes better with friends around and a good drink in hand. That’s why our menu has a mix of small bites and drinks that go great with any meal. Try the Beer Cheese & Pretzels (people love them), the Brussels Sprouts with Pancetta, or the crispy Frites with dipping sauces. All fresh and perfect for sharing and making any visit feel a little more festive.
In the morning, our robust coffee selection helps kickstart your day. For brunch, cocktails like the Knight’s Reserve or Drop of Sunshine hit just the right note—light, refreshing, and just indulgent enough.
Dinner? Try a Belgian-style brew like Baptist Wit or La Chouffe, curated in partnership with independent brewers who know their craft. Every drink on our list is there because it brings something special to the table. We handpick each beverage to enhance, not overshadow, the food on your plate.
And yes, Findlay Market doesn’t sell alcohol, but you’ll still get that same pairing perfection at our other brasseries across the city. You can visit our other outlets, such as OTR or The Banks, for some delicious beer tasting.
Bringing Belgium to Cincinnati One Dish at a Time
While Liège waffles put us on the map, our journey goes far beyond the iron press. We’ve built a full culinary experience, one that draws from Belgian tradition and American innovation.
Dishes like the Nordic Bennie, with dill hollandaise and smoked salmon, give brunch a European flair. Our delicate Ham & Gruyère Crêpes feel like a Parisian escape. The Steak & Egg (yes, we use flank steak) and the Bistro Burger offer something hearty and familiar, yet unmistakably ours. And we’re always experimenting. Always listening. Always finding new ways to bring that Belgian-American fusion to life on your plate.
Whether it’s your first bite or your 50th visit, there’s nothing like a warm Liège waffle where it all began. Come taste it!
