Mumbai, October 15,2025: Brego Business has partnered with 99 Pancakes, India’s first pancake-focused QSR brand, to introduce Waffle Cakes, a category-breaking innovation in desserts that blends the best of waffles and cakes into one indulgent innovation. Launched in June, Waffle Cakes bring a playful twist to the dessert space with seven irresistible flavours, including Choco Loco, Boojee Banoffee, Kit N Kat, Velvet Crush, Love & Nutella, Oh-So Oreo and Mr. Pan’s Favourite, available in both single and double-layer formats to appeal to everyday treat seekers as well as celebratory moments.
The Waffle Cakes rollout coincided with multiple brand milestones, including 99 Pancakes’ 8th Birthday, the debut of its new Mr. Pan mascot, and the opening of its four new stores across India. Amid this packed calendar, Brego executed an engagement and discovery plan, which ensured that Waffle Cakes stood out as the hero product driving curiosity across digital platforms. The successful strategy came from teaser-led storytelling and involved using behind-the-scenes content to high-quality product videos and CGI-led reels.
Brego crafted a product-first narrative for 99 Pancakes that filtered the noise to capture complete consumer attention. On Instagram, the launch delivered an average of 71,088 views per post and a 4.3% engagement rate, notably higher than the industry average. The content reached 13.7 million people in just 30 days, with 94% of that audience coming from non-followers. Follower count jumped by 16.03%, while Facebook organic reach surged by 237.8%, driving a 396% increase in profile visits and an 1,800% rise in content interactions. A combination of high-production storytelling, interactive formats, and trend-driven creativity, helped Brego successfully transform a new menu item into a social-first sensation.
how AI can now make you feel textures and tastes through a screen alot more because that is how we will be able to communicate the value of AI more effectively.
Commenting on the partnership, Mihir Lunia, MD and CEO, Brego Business said, “With Waffle Cakes, we have successfully shown how AI can be used to simulate textures and tastes through a screen, offering a more immersive way to experience and understand its value.
Our innovation in the food space is not just about new flavours but about creating moments that connect with people. Our approach was to combine creativity, technology, and storytelling in a way that feels authentic and engaging. Seeing the audience respond so enthusiastically reinforces that when you put the product at the heart of the experience, everything else falls into place.”
Founded by Mihir Lunia to address common challenges such as unclear financials, fragmented marketing, and multiple vendors, Brego provides clients with the team, tools, and clarity companies need to scale efficiently, whether they are fast-growing startups, legacy businesses, or large enterprises. As a full-stack growth partner, it manages both strategy and execution, allowing clients to focus on their core operations.
Brego is associated with over 1,000 businesses working towards integrating their marketing and finance solutions helping them in building tailored systems from the ground up, going beyond advice and dashboards to deliver measurable impact. The launch of Waffle Cakes underscores Brego’s ability to drive category-defining innovations, combining creativity, strategic insight, and execution to deliver standout results. Brands partnering with Brego can expect to achieve both visibility and sustained audience engagement, turning innovative ideas into tangible business outcomes.
