Choice Hotels Celebrates National Waffle Day with NYC Pop-Up Event

Choice Hotels is celebrating National Waffle Day with a Waffle Lounge pop-up in NYC on August 21, 2025. The event offers free waffles, specialty lattes, and a chance to win a one-night hotel stay. Choice Hotels serves over 30 million waffles annually across its Comfort Hotels properties, highlighting the importance of waffles in the brand experience.

Choice Hotels International (NYSE: CHH) is set to celebrate National Waffle Day with a unique pop-up event in New York City. The event, scheduled for August 21, 2025, will feature a free, one-day "Waffle Lounge" in the Union Square neighborhood. This celebration marks a significant milestone for the company, which has served over 30 million waffles annually across its Comfort Hotels properties [1].

The Waffle Lounge will offer a multi-sensory experience, including warm, fluffy waffles with various toppings, specialty lattes, nail art designs, and even massage chairs. The event is open to the public and will run from 12:00 to 7:00 p.m. at 31 East 17th Street. Additionally, attendees will have the chance to win a one-night stay at a participating Comfort or other select Choice Hotels [1].

Choice Hotels has long been known for its waffles, which are a staple of its free breakfast offerings. The company's commitment to delivering a warm and welcoming stay for every guest is reflected in this event. "Waffles are a recognizable and meaningful part of the Comfort brand experience," said Jenny Aboudou, Head of Upper Midscale Brands at Choice Hotels International [1].

While the event is a celebration of nostalgia and comfort, it also comes at a time when the company is navigating a challenging financial landscape. Choice Hotels reported adjusted EBITDA of $165 million in Q2 2025, a record for the quarter, but revenue (GAAP) declined 2.1% compared to the same period in 2024 [2]. The company has revised its full-year 2025 guidance downward, reflecting softer U.S. demand. Despite these challenges, the company continues to focus on expanding its franchise system, elevating brand awareness, and managing costs.

The Waffle Lounge event is part of Choice Hotels' broader strategy to engage with customers and enhance its brand experience. The event offers a unique opportunity for the company to connect with customers in a meaningful way while also highlighting the importance of waffles in the brand's identity.

References:
[1] https://www.marketscreener.com/news/choice-hotels-international-to-celebrate-national-waffle-day-ce7c51dad88eff23
[2] https://www.nasdaq.com/articles/choice-hotels-chh-q2-ebitda-2