What Is Wired Waffle, and How Does It Work?
Wired Waffles was a company that made and sold Belgian-style waffles with 200 milligrams of caffeine every 2.5-ounce serving. Caffeine extracts from natural sources are included. They don’t contain any of the herbs, vitamins, or other stimulants that are commonly found in energy drinks.
Each waffle contains 200 calories, making it a low-calorie breakfast snack. Sweet sugar, cinnamon, chocolate chip, and bacon maple are just a few of the flavors available.
Who Is the Man Behind Wired Waffles?
Roger Sullivan is the founder of Wired Waffles. Roger Sullivan grew up working hard and having a passion for business. Early experience as an Amway salesman fueled his desire to be self-employed. This was followed by a career as a business and corporate sales representative, which culminated in a job as a business corporate sales representative.
Roger had a bright future ahead of him, but he still wanted to create his own business. In Bothell, Washington, he and his wife decided to leave their separate occupations and start an espresso bar. Everything went swimmingly for two years until lease concerns forced the business to dissolve, leaving the Sullivans with a financial and morale hit.
In 2008, Roger started a new company, distributing supplies to other espresso businesses in the area. Things were looking up at first until businesses all over the world began to tighten their belts in the aftermath of the financial crisis.
Roger remained unfazed, turning his attention to waffles and coming close to opening a waffle shop before experiencing a eureka moment.
He began testing the Waffle Mk1 by combining his present interest in waffles with his prior experience in the caffeine delivery industry. Roger found the correct blend and amount of ingredients to transform the Waffles into a delightful snack that was also caffeine-enhanced after a period of experimentation.
The Waffle Mk2 was created later, with improved flavor and consistency. The Wired Waffles product was finally made accessible to the general public in October 2011 after a test run of 10,000 units. Roger began selling to local coffee shops, but a manufacturing difficulty required Roger and his manufacturer to make yet another tweak to the formula.
Wired Waffles, the finished and polished product, went into production in June of 2012. The final waffle was gluten-free, moister, sweeter, and tastier than the original. Roger auditioned for a seat on Shark Tank only a few months later, and he made his debut in October of that year.
How Did Wired Waffle Do During the Shark Tank Pitch?
Roger appears on Season 4 Episode 5 of Shark Tank in pursuit of $75k in return for a 25% share in his firm. This is worth $300,000 in total. He described his product to the Sharks and handed them samples, but neither impressed them.
He’s only been selling recordings for about a month and has already made roughly $1,000. He claims to be working on a purchase order of $100,000. Lori wanted to know how Roger planned to keep minors from buying the waffles. Roger’s retort was not as impressive as it may have been.
Despite the fact that his target market was the 18-35-year-old energy drink market, he easily admitted that youngsters, including his own, used energy drinks. Lori described the waffles as a “liability nightmare,” raising major worries about the company’s survival and the ethics of offering a sugary, caffeine-laden snack to children. She has departed.
Incorporating energy shots into a meal, according to Daymond John, is inefficient and wasteful. Robert Herjavec thinks it’s a great idea to start a new category, but the flavor isn’t what he thinks would sell the waffles, so he goes out and finds something else to do.
The premise appeals to Mark Cuban, but the waffles aren’t up to par, so he’s out. Wired Waffles’ assertion that Roger is a cockroach, according to Kevin O’Leary, is not uncommon. He doesn’t care for the flavor. He’s no longer here. Roger leaves the Shark Tank without a deal.
After the Shark Tank Pitch, Wired Waffle:
Following his appearance on Shark Tank, he revealed that he served the Sharks fried waffles that had been left out for 20-30 minutes under the studio lights. They turned dry and had a flavor similar to “waffle croutons.” He advises new food entrepreneurs to exclusively deliver fresh food to the Sharks!
As a result of the broadcast, Roger got venture capital from a private source. Wired Waffles 3.0, which are moister for a longer amount of time, were also introduced. He set up meetings with a number of food brokers as a result of his appearance on Shark Tank in an attempt to improve retail distribution.
Roger closed the business in 2015 and went on to create Eve’s Apple Pie Washington Moonshine, which is still available in shops in 2021. Roger owns the company and, as of July 2021, works as a real estate broker at Realty One in Marysville, Washington.
Wired Waffle Net Worth:
Roger went on Shark Tank with the hopes of getting $75k in return for a 25% ownership in his firm. This equates to a $300,000 appraisal.