Published on : Wednesday, October 25, 2017
In a nationwide campaign, the Comfort Inn and Comfort Suites brands asked Americans to sink their teeth into a flavor battle over a crowd-pleasing breakfast item asking, “What’s Your Waffle?” In the end, Cinnamon Roll devoured the competition as guests’ favorite new waffle flavor. Beginning January 1, 2018, participating Comfort brand hotels will serve freshly baked Cinnamon Roll waffles alongside the brand’s Original flavor as part of a free hearty and healthy breakfast, which includes eggs, breakfast meats, cereals, Greek yogurt with wholesome toppings, pastries, fresh fruit, and more.The coast-to-coast search to spice up the Comfort brand’s signature breakfast, dubbed #WhatsYourWaffle, launched on National Waffle Day and attracted more than 100,000 ballots during the voting period. Voters were asked to pick between: Birthday Cake, Cinnamon Roll or Sweet Caramel. In the end, Cinnamon Roll secured the win with 54 percent of the vote, followed by Sweet Caramel (33 percent) and Birthday Cake (13 percent).
“The Comfort brand takes guest feedback and its popular free breakfast very seriously. So it only seemed fitting to enlist people across the country to help choose our next waffle flavor,” said Megan Brumagim, head of Comfort brands for Choice Hotels. “We have been transforming the Comfort brand experience from welcome to goodbye, using the voice of the guest as our compass, and this new offering is just one small part.”
Golden Malted, exclusive waffle vendor to Choice Hotels and its family of brands, developed all three flavors. Choice Hotels will be the only hotel company to offer the new Cinnamon Roll flavor in 2018.
In addition to delivering new flavors to guests during the #WhatsYourWaffle campaign, nearly 500 Comfort brand hotels across the country honored thousands of hometown heroes and first responders by hosting them for free breakfasts that included taste tests of the waffle flavor options.
People who cast ballots also had a chance to win 500,000 Choice Privileges rewards points through the #WhatsYourWaffle sweepstakes. One lucky winner was selected and will be able to redeem those points for the equivalent of 30 free nights at a Comfort brand hotel, or other prizes available through the award-winning Choice Privileges loyalty program.
With a proven track record of reliability, convenience and value, both Comfort Inn and Comfort Suites hotels offer everything business and leisure travelers need to feel refreshed and ready to take on the day. Comfort is the largest 100 percent smoke-free hotel brand in the North America with more than 1,800 properties open and operating. With a Comfort brand hotel everywhere travelers need to be, complimentary amenities include a free breakfast, Wi-Fi, business center, and fitness center or swimming pool at most locations.