Alright – so today we’ve got the honor of introducing you to Madison Peterson. We think you’ll enjoy our conversation, we’ve shared it below.
Alright, Madison thanks for taking the time to share your stories and insights with us today. What’s the backstory behind how you came up with the idea for your business?
The story of Waffadilla started in one of the simplest ways—a family moment in our kitchen. We had just moved into our house, and our daughter wanted a quesadilla. Without a lot of tools unpacked, I grabbed the waffle iron and pressed the quesadilla in it. When I pulled it out, crispy and golden, it wasn’t just a snack—it was an idea. That moment became the seed for what eventually grew into Waffadilla. At the time, I didn’t realize how big it could be, but looking back, it’s so special to think about how something so simple sparked something so meaningful.
I knew this idea was worthwhile when we started sharing these waffled quesadillas, or “Waffadillas,” with friends and family. People raved about them, especially my brother, who lives in Chicago and is used to eating at incredible restaurants. If someone with that kind of food background thought it was a great idea, it was a huge confidence boost. Those moments turned into jokes about starting a food truck and naming menu items, but the more we talked, the more it felt like this could really work.
The logic behind it was simple: we were offering something completely unique. It wasn’t just another taco truck or BBQ truck—there was nothing like this on the market. Yet, the ingredients were familiar and approachable, which made it appealing to everyone—kids, adults, and foodies alike. We saw this as a way to reinvent a classic in a fun, modern way, and those kinds of ideas tend to succeed because they’re both creative and relatable.
What really made me believe in the concept was the idea of solving a problem. In the food truck industry, many trucks serve great food, but they lack something memorable or distinctive. I wanted Waffadilla to stand out, not just with the food but with the entire experience. That’s why we designed a truck that turned heads with big, inviting windows and bold branding. We wanted people to walk up and say, “What the heck is that?” and then have an unforgettable experience from the moment they ordered to the last bite.
What excited me most about starting Waffadilla was the opportunity to set a new standard for food trucks. Our mission wasn’t just to serve great food—it was to create an experience. From the playful menu names to the unique packaging and affirmation cards in every order, we wanted to bring something fresh, friendly, and joyful to our customers. The idea that we could make people smile and connect through food, while redefining what a food truck could be, is what fueled our passion to make this dream a reality.
Madison, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?
I’ve always worked in industries focused on people, sales, and business, but interestingly enough, never food. My background started as a hairstylist, where I connected with people one-on-one and found joy in helping others feel confident. From there, I transitioned into sales and eventually became a business development manager for loan officers. In that role, I helped grow their businesses and supported real estate agents on their teams, focusing on building their social and local presence. I developed a strong understanding of how to grow a business, build a brand, and connect with a community.
When mortgage rates skyrocketed, I was laid off for the first time in my life. It was a jarring experience, especially because it happened in such a sketchy way that it completely turned me off from corporate America. That was the turning point when I realized that if I wanted to find true happiness, I needed to start something of my own.
Entrepreneurship is in my blood. My grandfather immigrated from Hungary and started a business, and my dad has also built businesses from the ground up. I knew I had the entrepreneurial spirit, but for a long time, I wasn’t sure what I wanted to do. Then it clicked—Waffadilla.
Waffadilla doesn’t necessarily solve traditional problems for our customers, but what we offer is an unparalleled experience. Our mission is to spread positivity and create joy through food. Every order comes with an affirmation card containing an uplifting message because we believe in the power of small gestures to brighten someone’s day. Whether someone is craving our crispy, waffled Hold n Folds or our sweet Waffie Pops, they’re getting more than just a meal—they’re getting a moment of joy.
What sets Waffadilla apart is our concept. It’s simple but unique, and no one else is doing what we do. Our food is fun, approachable, and memorable. From our bold, eye-catching food truck design to the way we serve every dish with care, our focus is on creating an unforgettable experience.
I’m most proud of how far we’ve come in such a short time. What started as an idea in my kitchen has grown into a business that we truly believe could become a national brand. Our long-term vision is ambitious, but it’s clear: We want to be the next big thing in food. Maybe the next Raising Cane’s or McDonald’s—who knows? Our plan is to continue building locally, with dreams of one day being in stadiums across the country. Waffadilla is the perfect stadium food—fun, portable, and delicious. From there, we see opportunities for franchising and expanding nationally.
At the heart of it all, Waffadilla isn’t just about food. It’s about creating moments of connection, spreading positivity, and proving that something as simple as a waffled quesadilla can make a difference.
Can you tell us about what’s worked well for you in terms of growing your clientele?
The most effective strategy for growing our clientele has been leveraging the power of social media. Surprisingly, many food truck owners overlook this, but for us, it’s been a game-changer. Social media allows us to become an active part of our community, especially in local Facebook groups where people can tag us, recommend us, and engage with us directly. The more we interact and build genuine connections on social platforms, the stronger our presence becomes.
We’ve found that sharing a mix of personal and business content has been particularly effective. It makes us relatable, approachable, and memorable. One of the biggest compliments we receive is how much people love our social media. From our cohesive branding to the funny, creative videos we post, everything is designed to leave a lasting impression.
Ultimately, it’s not just about promoting our food—it’s about making people smile. Our videos and content resonate with our audience because they reflect who we are as a brand: fun, positive, and focused on creating joy. This strategy has not only helped us grow our clientele but has also solidified Waffadilla as a brand that people genuinely connect with and remember.
How about pivoting – can you share the story of a time you’ve had to pivot?
In every job I’ve ever had, I’ve always approached it with the intention of growing, excelling, and being the best at what I do. But whenever I felt like there was a ceiling—when there was no room for further growth or opportunity—I knew it was time to pivot. That mindset has shaped my career and life.
I started as a hairstylist, then transitioned to event planning, where I grew U.S. Casino Rentals and launched an entirely new operation called U.S. Arcade Rentals. From there, I moved into sales, starting with cold calling right after COVID. It was far from an ideal situation, but it taught me resilience, how to handle rejection, and how to communicate effectively in business.
Eventually, I had an incredible opportunity to help loan officers grow their businesses through social and local presence, which was a game-changer for me. I learned how to build a business, a brand, and a reputation. But when I was laid off—unethically and in a way that left me feeling disillusioned—I realized a hard truth: no matter how much I poured into someone else’s company, I would always have a ceiling. I would always be pushing myself to prove my worth, often exhausting myself in the process.
The biggest pivot of all came when I decided to work for myself and start my own business. That decision was life-changing. It allowed me to take everything I’d learned about growth, branding, and resilience and apply it to something that I could build on my own terms. Starting Waffadilla was not just a career move—it was a personal transformation. It gave me the freedom to be creative, to focus on my values, and to create a business that brings joy to people’s lives. That pivot wasn’t just about a career change—it was about reclaiming my purpose and finding true fulfillment.
Contact Info:
- Website: https://www.thewaffadilla.com
- Instagram: @waffadilla
- Facebook: @waffadilla
