Choice Hotels International to Celebrate National Waffle Day
Choice Hotels International (NYSE:CHH) is celebrating National Waffle Day with a special one-day pop-up "Waffle Lounge" event in New York City's Union Square on August 21, 2025. The event highlights Comfort Hotels' signature free waffle breakfast, which serves over 30 million waffles annually across its properties.
The free pop-up experience will feature multiple attractions including a waffle food truck, latte bar, nail art station, massage chairs, and photo opportunities. Visitors can also enter to win one of 10 one-night stays at participating Comfort or select Choice hotels through an Instagram promotion starting August 21.
The initiative comes as 70% of consumers report preferring nostalgic, feel-good meals over gourmet options, aligning with Comfort's long-standing tradition of offering waffles as part of its free breakfast since the early 1990s.
Choice Hotels International (NYSE:CHH) celebra la Giornata Nazionale del Waffle con un pop-up di un giorno, la 'Waffle Lounge', a Union Square, New York, il 21 agosto 2025. L'evento mette in luce la caratteristica colazione gratuita con waffle di Comfort Hotels, che serve oltre 30 milioni di waffle all'anno nelle sue strutture.
Il pop-up gratuito offrirà diverse attrazioni, tra cui un food truck di waffle, un bar per latte, una postazione per nail art, poltrone massaggianti e opportunità fotografiche. I visitatori potranno inoltre partecipare a un concorso su Instagram, a partire dal 21 agosto, per vincere uno dei 10 soggiorni di una notte in hotel Comfort partecipanti o in alcuni hotel selezionati di Choice.
L'iniziativa arriva mentre il 70% dei consumatori dichiara di preferire piatti nostalgici e confortanti rispetto a proposte gourmet, in linea con la lunga tradizione di Comfort di offrire waffle nella colazione gratuita fin dai primi anni '90.
Choice Hotels International (NYSE:CHH) celebra el Día Nacional del Waffle con un pop-up de un día, la 'Waffle Lounge', en Union Square, Nueva York, el 21 de agosto de 2025. El evento destaca el icónico desayuno gratuito de waffles de Comfort Hotels, que sirve más de 30 millones de waffles al año en sus establecimientos.
La experiencia pop-up gratuita incluirá varias atracciones, como un food truck de waffles, un bar de lattes, una estación de nail art, sillas de masaje y zonas para fotografías. Los visitantes también podrán participar en un sorteo en Instagram a partir del 21 de agosto para ganar uno de los 10 alojamientos de una noche en hoteles Comfort participantes o en algunos hoteles Choice seleccionados.
La iniciativa llega en un momento en que el 70% de los consumidores declara preferir comidas nostálgicas y reconfortantes frente a opciones gourmet, lo que coincide con la larga tradición de Comfort de ofrecer waffles en su desayuno gratuito desde principios de la década de 1990.
Choice Hotels International (NYSE:CHH)는 뉴욕시 유니온스퀘어에서 하루 한정 팝업 'Waffle Lounge'로 내셔널 와플 데이를 기념합니다. 행사는 2025년 8월 21일에 열리며, Comfort Hotels의 대표 무료 와플 조식을 소개합니다. Comfort는 전 세계 자사 숙소에서 연간 3천만 개 이상의 와플을 제공하고 있습니다.
무료 팝업에서는 와플 푸드트럭, 라떼 바, 네일 아트 스테이션, 안마 의자, 포토 스팟 등 다양한 체험이 마련됩니다. 방문객은 또한 8월 21일부터 시작되는 인스타그램 프로모션을 통해 참여하는 Comfort 또는 일부 선정된 Choice 호텔의 1박 숙박권 10장 중 하나에 응모할 수 있습니다.
이번 행사는 소비자의 70%가 고급 요리보다 향수를 불러일으키고 기분을 좋게 하는 음식을 선호한다고 응답한 조사 결과와 맞물리며, Comfort가 1990년대 초부터 무료 조식으로 와플을 제공해온 오랜 전통과도 일치합니다.
Choice Hotels International (NYSE:CHH) célèbre la Journée nationale de la gaufre avec un pop-up d'une journée, la 'Waffle Lounge', à Union Square à New York, le 21 août 2025. L'événement met en avant le petit-déjeuner gratuit aux gaufres emblématique de Comfort Hotels, qui sert plus de 30 millions de gaufres par an dans ses établissements.
Cette expérience pop-up gratuite proposera plusieurs animations : un food truck de gaufres, un bar à latte, un espace nail art, des fauteuils massants et des occasions de photo. Les visiteurs pourront également participer à un concours sur Instagram à partir du 21 août pour tenter de gagner l'un des 10 séjours d'une nuit dans des hôtels Comfort participants ou certains hôtels Choice sélectionnés.
Cette initiative intervient alors que 70 % des consommateurs déclarent préférer des plats nostalgiques et réconfortants plutôt que des options gastronomiques, ce qui s'aligne sur la longue tradition de Comfort d'offrir des gaufres au petit-déjeuner gratuit depuis le début des années 1990.
Choice Hotels International (NYSE:CHH) feiert den National Waffle Day mit einem eintägigen Pop-up 'Waffle Lounge' auf dem Union Square in New York City am 21. August 2025. Die Veranstaltung rückt das charakteristische kostenlose Waffelfrühstück von Comfort Hotels in den Vordergrund, das in seinen Häusern jährlich über 30 Millionen Waffeln serviert.
Das kostenlose Pop-up-Angebot umfasst mehrere Attraktionen, darunter einen Waffle-Foodtruck, eine Latte-Bar, eine Nail-Art-Station, Massagesessel und Fotomöglichkeiten. Besucher können außerdem ab dem 21. August über eine Instagram-Aktion an der Verlosung eines von 10 einnachtigen Aufenthalten in teilnehmenden Comfort- oder ausgewählten Choice-Hotels teilnehmen.
Die Initiative kommt zu einem Zeitpunkt, an dem 70 % der Verbraucher angeben, nostalgische, wohltuende Gerichte klassischen Gourmetangeboten vorzuziehen, und steht damit im Einklang mit Comforts langjähriger Tradition, seit den frühen 1990er-Jahren Waffeln beim kostenlosen Frühstück anzubieten.
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Comfort Hotels, the Company's Flagship Brand, to Provide Free Waffles and More at First-Ever Pop-Up Experience
The Waffle Lounge celebration comes at a time when Americans are craving familiarity in food more than ever. In a recent national survey,
Waffles have long been synonymous with Comfort, which began offering them as part of its free breakfast in the early 1990s. Today, with over 30 million waffles made at its hotels annually, making and eating waffles at Comfort hotels has become a beloved ritual for guests of all ages. From families on vacation to business travelers starting their day, the golden, fluffy waffle has become more than food — it's now a moment of bliss, a taste of home, and a reason to smile.
"Waffles are a recognizable and meaningful part of the Comfort brand experience," said Jenny Aboudou, Head of Upper Midscale Brands at Choice Hotels International. "At Comfort, waffles are an iconic part of our free hot breakfast that guests know and love. They reflect our commitment to delivering a warm, welcoming stay for every guest. Hosting a community event in
On Thursday, August 21, Comfort will host the Waffle Lounge, a cozy, deliciously unexpected, one-day pop-up in
The Waffle Lounge will be located at 31 East 17th Street, and it's free and open to the public from 12:00 to 7:00 p.m.
Here's a taste of what visitors to the Waffle Lounge will be able to experience for free:
- Visit the Waffle Food Truck for warm, fluffy and free waffles with an array of toppings
- Grab a specialty drink at the latte bar for the ultimate waffle and beverage pairings
- Stop by the nail bar for trendy nail art designs
- Relax, unwind and lay back in a massage chair
- Take home limited-edition waffle-inspired swag
- Capture the moment at our Waffle Day photo ops
- Enter for a chance to win a one-night stay at a participating Comfort or other select Choice hotels
Guests who stay at Comfort hotels earn points through Choice Privileges, the award-winning rewards program from Choice Hotels. To allow travelers the chance to experience Comfort beyond this pop-up, the brand is offering consumers the ability to celebrate National Waffle Day nationwide. Beginning August 21, 10 lucky winners will have the chance to win a one-night stay at a participating Comfort or other select Choice hotels. To enter, people can head to Choice Hotels' Instagram, tag a friend on the pinned Waffle Day post and sign up for Choice Privileges.**
The activation celebrates over 40 years of Comfort as a trusted travel companion, with more than 2,100 Comfort locations worldwide. Known for modern essentials like free Wi-Fi, hot breakfasts, fitness centers, and dependable service, Comfort continues to be the go-to hotel for travelers looking for reliability, value, and ultimately, a comfortable stay.
* SOURCE: FlavorSum 2025 Food & Beverage Trends Part 2, 2024
** NO PURCHASE NECESSARY. A PURCHASE WILL NOT INCREASE YOUR CHANCES OF WINNING. OPEN ONLY TO LEGAL RESIDENTS OF THE 50 UNITED STATES (+D.C.) WHO ARE 18+/ABOVE AGE OF MAJORITY (WHICHEVER GREATER). VOID WHERE PROHIBITED. Subject to Official Rules and all applicable federal, state, and local laws. One entry per person. 10 prizes will be awarded; the odds of winning depend upon on number of eligible entries received. TOTAL ARV:
About Choice Hotels®
Choice Hotels International, Inc. (NYSE: CHH), is one of the largest lodging franchisors in the world, with nearly 7,500 hotels, representing over 640,000 rooms, in 46 countries and territories. A wide-ranging portfolio of 22 brands that includes full-service upper upscale, midscale, extended stay, and economy properties enables Choice® to meet travelers' needs in more places and for more occasions while driving more value for franchise owners and shareholders. The award-winning Choice Privileges® rewards program and co-brand credit card options provide members with a fast and easy way to earn reward nights and personalized perks. For more information, visit www.choicehotels.com.
Comfort®: A Better Us. For the Best You.
The Comfort brand has been trusted by travelers and hotel owners for over 40 years. With more than 2,100 hotels open worldwide, Comfort Inn®, Comfort Inn & Suites®, and Comfort Suites® properties are ready to welcome business and leisure travelers everywhere they are going. The Comfort brand family recently completed a multiyear transformation with updated guest rooms, refreshed public spaces, and a new, modern logo signaling to guests outside the hotel that something's new on the inside. The largest
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SOURCE Choice Hotels International, Inc.
FAQ
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