From Belgium to East Cobb: The Story Behind Press Waffle Co.

Press Waffle Co. East Cobb: Sweet Starts, Southern Hearts
A visit to East Cobb’s most delicious waffle shop

If you’ve ever wandered the streets of Belgium, you know there’s nothing quite like a true Belgian waffle—crispy on the outside, soft and chewy on the inside, with caramelized sugar that crunches in all the right ways. Lucky for us, you don’t have to fly across the ocean to get that same experience anymore. You just have to head to East Cobb.

Press Waffle Co., which opened in January 2024, is the passion project of Nikki and Keith Ginel—a local couple that decided to turn a family vacation memory into a community staple. Inspired by a trip to Belgium six years ago, Nikki saw something missing in East Cobb: a gathering spot that felt different, cozy, and filled with the kind of sweet and savory comfort that only a pearl sugar waffle can offer.

So, what makes a Belgian pearl sugar waffle special?
Unlike your typical batter-based breakfast waffle, these beauties are made with a yeast-based brioche dough, fermented for days and studded with pearl sugar imported straight from Belgium (yes, really—it’s made from beets!). The result? A rich, buttery flavor and golden crunch that’s unlike anything you’ve had before.

The menu rotates often, with creative combos driven by customer suggestions and seasonal inspiration. Nikki’s favorite is the House Waffle—Nutella, cookie butter, and strawberries—which she calls the “gateway waffle.” Once you try it, there’s no going back. But don’t sleep on the savory side either: the Deep South waffle sandwich, packed with pimento cheese, crispy chicken tenders, bacon, and honey, is a bubbly, baked Southern dream.

A Waffle Shop with a Heartbeat
What I love most about Press East Cobb is that it’s about more than waffles. You’ll find a prayer box in the corner of the shop—quietly tucked away, offering a space for guests to leave their worries, hopes, and praises. It’s a small gesture, but it speaks volumes about the Ginel’s heart and the community they are building here.

The shop is cozy and welcoming, and on Sundays, it’s bustling with families grabbing breakfast after church or neighbors catching up over a banana nut bread latte (yes, they have that!).

Did I mention Press took home “Best Dessert” at Taste of Marietta 2024?
Clearly, I’m not the only one obsessed.

Whether you’re sweet or savory, waffle-curious or fully devoted, Press Waffle Co. is a must-visit spot in East Cobb. Bring a friend. Bring your kids. Bring your prayer request. And definitely, bring your appetite.

You can find them inside Avenue East Cobb—just follow the smell of warm waffles.
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📍 Press Waffle Co. East Cobb
Located in Avenue East Cobb