Deets: Comfort, the flagship hotel brand of Choice Hotels International, Inc., is honoring the waffle in advance of National Waffle Day with a free, one-day pop-up "Waffle Lounge" in New York City on Thursday, August 21. During the event, Comfort is inviting guests to indulge in the warmth, nostalgia, and joy that waffles have brought to generations of travelers.
The Waffle Lounge celebration comes at a time when Americans are craving familiarity in food more than ever. In a recent national survey, 70% of consumers said they prefer nostalgic, feel-good meals over gourmet options, underscoring the emotional and sensory power of foods that remind us of home.*
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.
On Thursday, August 21, Comfort will host the Waffle Lounge, a cozy, deliciously unexpected, one-day pop-up in New York City's Union Square neighborhood designed for guests to take a breather, reset their senses, and experience what Comfort is all about. From the aroma of golden waffles to soft textures, warm lighting, and calming soundscapes, the multi-sensory experience will help guests pause, breathe, and indulge — all while enjoying free waffles with a range of toppings and curiously delicious, iced latte pairings for the ultimate treat.
Here's a taste of what visitors to the Waffle Lounge will be able to experience for free:
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Visit the Waffle Food Truck for warm, fluffy and free waffles with an array of toppings
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Grab a specialty drink at the latte bar for the ultimate waffle and beverage pairings
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Stop by the nail bar for trendy nail art designs
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Relax, unwind and lay back in a massage chair
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Take home limited-edition waffle-inspired swag
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Capture the moment at our Waffle Day photo ops
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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.
Hint for the Average Socialite: This event is free and open to the public.