Archipelago Waffle
Meet Deborah Williams, the entrepreneur behind Archipelago Waffle at Femöre in Oxelösund. Read about the success journey, creativity, and the best waffles on the Sörmland coast!
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From idea to world-class destination – Meet Deborah at Archipelago Waffle
When Deborah Williams started Archipelago Waffle on the peninsula of Femöre in Oxelösund in 2014, she had modest expectations. Today, over ten years later, the creative summer café has transformed into one of the absolute most popular tourist destinations on the Sörmland coast. Meet the interior designer and entrepreneur who built a flavorful empire by the sea.
It all started with a beautiful, Q-marked property from the early 1900s that once served as a children's colony. Deborah, who is fundamentally an information designer and interior designer, was tasked with developing a comprehensive concept for the site. The result was Archipelago Waffle, an initiative that immediately became a huge success. Already during the very first summer, over 30,000 guests found their way to the sun-warmed rocks at Femöre.
Creativity and freedom as a driving force
For Deborah, the driving force has always been in creation and entrepreneurial freedom. With her background in design, she has been the brain behind everything from the logo and graphic profile to the charming interior.
For the past few years, she has been running the business as the sole owner. Under her leadership, the café has expanded significantly and now has the capacity to welcome up to 1,000 guests a day.
– It is the freedom and the creative that drive me, Deborah shares about her business along the coast.
More than just a waffle
The concept is based on luxurious Belgian waffles. The menu is divided between sweet dessert waffles – where guests can choose from over 50 different toppings – and savory options. The absolute bestseller is the classic Archipelago Waffle, topped with hand-peeled shrimp and shrimp salad.
But a visit is about so much more than the food. Deborah has managed to create a vibrant meeting place in symbiosis with the adjacent nature reserve. Here, families can wait for their food while the children play in the obstacle course, swim at the sandy beach, or relax on the dock. The business is also permeated by a strong sustainability mindset with natural materials and local suppliers.
Ready for a new summer at Femöre
Archipelago Waffle is seasonally open and has become a beloved summer tradition for both locals and long-distance tourists. After a much-needed winter break, Deborah and her staff are now fully preparing for the next chapter. On Midsummer Day, the doors will once again open for a new season filled with the scent of freshly baked waffles, sea breezes, and sparkling archipelago life.