The community of independent food businesses across Norfolk continues to grow by the day. From coffee shops lining the cobbled streets of our fine city to food trucks offering us indulgent treats at seasonal events, our county captures the beauty of good food and drink.
Not only do these businesses foster a strong community spirit and sense of togetherness, but they also help support the local economy and agriculture.
Behind every stall, restaurant and food truck lies a unique story fuelled by endless love, dedication and hope.
One local business that continues to grow from strength to strength is OMGee’s, a catering trailer that offers a range of bubble waffles caked in Belgian chocolate and delicious toppings!
I recently spoke to Georgia Osborne, the Founder of OMGee’s, to discover the inspirational story behind her business.
What inspired you to start OMGee’s?
Honestly, OMGee’s started from a big life shake-up.
We moved to Norfolk from Surrey in November 2022, settled in, and then the company I worked for suddenly lost its contract, so that was me out of a job.
After the panic wore off, I realised I didn’t want to spend every day searching for a role that fit around school hours for Reilly. I wanted something that actually made me excited.
I have always dreamed of having my own pink catering trailer, and with Jake (my fiancé) cheering me on, we decided to just go for it. We funded everything ourselves, built the brand from the ground up, and that’s how OMGee’s was born.
Jake poured countless hours into bringing our dream to life. Fixing the trailer mechanically, painting it, and making sure it was completely safe and ready for me to trade from.
Watching him work so tirelessly, putting his heart and energy into every detail, made me realise that this wasn’t just a business, it was a true family dream coming to life. His dedication gave me the confidence to take the leap, and every time I serve a waffle, I’m reminded that OMGee’s is built on teamwork, love, and determination.
The name was created within the family!
My sister is Emma, shortens her name to “Em.” My name is Georgia, which is shortened to “Gee.” Put together, OMGee’s just clicked, it perfectly captures the fun, indulgent, and exciting treats we sell. It’s playful, memorable, and exactly how we want people to feel when they see our trailer or take that first bite. A little dream turned into real life, with a name and team we love as much as the waffles themselves.
What was the biggest challenge when starting the business?
Starting from scratch was definitely the biggest challenge.
We had no clue about licences, equipment, branding or how to get into events, it honestly felt like jumping into the deep end without knowing how to swim. But we learned fast, asked a million questions, and built it piece by piece.
The scariest part by far was working towards our 5★ food hygiene rating. The panic and anxiety were horrible. I put so much pressure on myself to get everything perfect that I barely slept the night before the inspection.
But when we got that 5★ rating? It was the best feeling ever. Every bit of stress was worth it.
Once that was ticked off, everything started to feel possible. Every small win made the next challenge smaller, and that’s how we’ve grown, step by step, waffle by waffle.
How did you choose the flavours on your menu?
Bubble waffles are already fun, so our flavours had to match that energy, indulgent, colourful, and totally over-the-top!
Think Kinderlicious, Biscoff Bonanza, Mars Magic, Oreo Overload, Buttons Bliss, Banoffee, Raspberry Ripper, Bubblegum Burst, and Strawberry Surprise.
We’re a family who loves our sweet treats, so picking our favourite chocolates was easy.
The tricky part was fruit; we wanted it to taste amazing but also be something kids would love. That’s where Reilly came in! He’s a fruit fan, so he got full creative control. If he approved it, it made the menu.
Every flavour is a mix of our favourites and a bit of Reilly magic. Making sure each waffle is fun, tasty, and perfect for everyone.
Every new flavour gets tested by Jake and Reilly first. If they’re excited, it makes the menu. And if Reilly asks for it again… it definitely stays!
What makes OMGee’s unique?
I think what makes OMGee’s really special is the heart behind it.
Everything we do is built around fun, family, and a big personality.
Our waffle trailer isn’t just any trailer…it’s a lovely, attractive horsebox, pretty and pink, with a vintage-inspired look that matches our cute logo and playful style.
We decorate it to make it feel charming and inviting, so it’s not just about food, it’s about creating an experience from the moment people spot it.
Then there’s the food itself, our loaded, indulgent bubble waffles packed with colour, texture, and a little bit of magic in every bite. Add in the friendly chats with customers, the laughs with kids picking their favourite toppings, and the excitement of seeing families enjoy a day out… it all comes together.
OMGee’s is about making people smile, even if it’s just for a little moment, and that’s what sets us apart.
What do you enjoy most about attending events?
Honestly, it’s a mix of the atmosphere, the people, and being part of the Norfolk community.
Events like the Wroxham Barns pumpkin patch or the Poringland Fireworks & Laser Show are full of families having the best time, and we love being part of that buzz.
As a new business, events are also a way for us to get our name and product out there, letting people discover our bubble waffles and see what OMGee’s is all about.
One of the best parts is listening to people’s reactions the moment they take that first bite. Hearing their excitement, their “OMGeee!” moments, or the chatter about their favourite toppings… it’s honestly the reason we do this.
Setting up is very much a family affair.
Reilly comes along and takes his “supervisor” role very seriously. Brushing down the trailer, making sure it’s looking perfect. Jake handles all the heavy lifting and keeps everything running smoothly.
It really is a family business, and seeing the smiles from customers makes all the effort worthwhile.
What power do you think good food has?
I genuinely believe that good food has the power to change your whole day.
A treat can lift your mood, spark a smile, bring people together, or make an ordinary moment feel a little magical.
A bubble waffle might seem simple, but it’s warm, fun, colourful, and comforting and sometimes that’s exactly what someone needs to brighten their day.
What I love most is seeing people of all ages enjoy it together, kids giggling over toppings, friends sharing bites, couples indulging in something sweet.
Food really does have a way of connecting people. That’s why OMGee’s isn’t just about serving waffles; it’s about creating little moments of joy that people remember long after they’ve finished eating.
How does it feel to be part of Norfolk’s independent food community?
It’s honestly amazing.
Everyone is so supportive, welcoming, and genuinely wants to see each other succeed. Coming to Norfolk was a big move for us, but being part of the small business community here made us feel at home so quickly.
Even as a new business, we’ve felt nothing but encouragement.
People running other catering trailers are always willing to share advice, cheer each other on, and even offer little acts of kindness.
For example, at the Poringland Fireworks, we were set up next to two really big caterers. Not only were they friendly, but they even offered to swap some of their food with us in return for a waffle. It was such a lovely, unexpected gesture.
Moments like that really show how close-knit and supportive Norfolk’s food community is.
It’s inspiring to be part of a network where everyone lifts each other up, and it makes running OMGee’s feel even more rewarding.
What advice would you give to someone wanting to start a food business?
My biggest advice is: just start.
Start small, start messy, start scared… but start. You learn so much along the way, and the only way to figure it out is by doing it.
Other traders are super friendly and happy to share tips, so don’t be afraid to ask questions. Everyone has been there at some point. And most importantly, put your personality into your business. People connect with the story just as much as the food.
Don’t let things like EHO or food hygiene checks scare you.
When ours came round to our house, I was panicking, but I realised in about 10 seconds that they are extremely friendly and just there to help you, not to intimidate you. That’s true for pretty much everything, if we can do OMGee’s in a new area with a trade we weren’t familiar with, anyone can.
Take it step by step, lean on the people around you, and remember why you started.
What’s your long-term vision for OMGee’s?
Our dream is to grow and really build OMGee’s into something special.
We’d love to do more events, experiment with new flavours, and eventually bring my sister on board. I’m hoping that within the next year or so, she’ll join me and maybe even have a trailer or van of her own, serving savoury treats alongside our bubble waffles. That way, Emma and I can work together to grow the business with strength, creativity, and real family input.
We’d also love to introduce a small cake business to sell alongside our waffles. This would give them valuable exposure at events, and we’d actively promote their products, with their logo displayed on our trailer, so people know exactly who made the treats. It’s all about supporting other small businesses while adding variety and fun to what we offer.
Every step forward feels exciting, especially because Jake and I funded the start-up ourselves, it’s all built with love and dedication.
Long term? Maybe a second trailer, maybe a little pink empire… but above all, we want OMGee’s to remain a family business that Reilly can be proud of as he grows up, knowing it was built with heart, fun, and a lot of hard work.
To keep up to date with the scrumptious work of OMGee’s, you can check out their Instagram (@omgees.norfolk)!
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