A Belgian waffle truck parked near CHOW, believed by employees to be an artisanal food truck, was revealed through investigative reporting to be a franchise operation. Although the truck is operated by a legit Belgian dude, the tasty, yeasty waffles are in fact baked from premeasured dough supplied by Belgian company So Good Belgian Waffles in egg carton-esque containers.

The truck never claimed to be peddling handmade treats. It basked, quietly, in the warm interest of those who assumed it to be a humble start-up operation in the spirit of the Big Gay Ice Cream Truck. This is surely not the last fauxtisanal scheme. Is it?

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