Lisa Baumann Built Waffles & Dreams to Turn On-Site Catering Into an Experience

For Lisa Baumann, Waffles & Dreams began with a practical realization and an entrepreneurial instinct. A layoff was approaching at her corporate job, and she wanted to build something different — a venture of her own that could become more than a fallback plan.

That idea became Waffles & Dreams, a Woodland Park-based catering company serving brunch and dessert options from mobile trucks and carts. Instead of preparing food elsewhere and simply delivering it, the company cooks on site, bringing freshness, energy and a sense of occasion directly to each event.

We provide guests with an experience, not just food — and they know everything is made fresh for them.

Building an experience around the menu

Baumann’s vision rests on a simple distinction: catering can be part of the entertainment. The truck or cart becomes a gathering point, guests see their food prepared in real time, and brunch or dessert becomes a memorable element of the celebration rather than a background service.

Waffles & Dreams is designed for customers who want to add a distinctive dessert or brunch experience to a special event. Baumann says the company combines fun with the operational capacity to serve large gatherings efficiently without losing the personal experience that makes the concept stand out.

That balance matters. Mobile event catering has to feel effortless to the guest even when the team behind it is managing volume, timing and fresh preparation. For Baumann, the goal is to deliver both: an engaging presentation and food made on site for the people being served.

Repeat business as the measure of success

Asked what accomplishment makes her most proud, Baumann does not point to a single event or milestone. She points to the customers who come back.

Success is when customers book us over and over.

Repeat bookings are more than a business metric for Waffles & Dreams. They are evidence that the experience stayed with the host and guests long after the event ended. That loyalty has become one of the clearest signals that Baumann’s approach is working.

Growing the dream

The next chapter is focused on scale. Baumann wants to add more carts and trucks, allowing Waffles & Dreams to serve more events while preserving the on-site model at the center of the brand. Expanding the company’s presence in New York City is one of the challenges she is working to overcome.

She is also open to collaborations with organizations and brands. Although Waffles & Dreams has not yet formed those partnerships, Baumann sees them as part of the company’s future growth. The business has already appeared on a radio show, giving the founder an early taste of how media can introduce the concept to a wider audience.

Her advice to new entrepreneurs reflects the realities of building a modern service business: develop as much social media presence as possible. For a company whose appeal is highly visual and experiential, that visibility can help prospective customers understand not only what Waffles & Dreams serves, but what it feels like to have the company at an event.

Baumann’s story began with uncertainty in her corporate career. She answered it by creating something tangible, mobile and built around joy. Today, Waffles & Dreams is growing one event and one returning customer at a time — with more carts, more trucks and a larger footprint still ahead.

About Waffles & Dreams

Waffles & Dreams is a catering company based in Woodland Park, New Jersey, offering on-site brunch and dessert service through mobile truck and cart options. Learn more at wafflesanddreams.com or follow Wafflesanddreamsnj on Instagram.