SHORT N’ SWEET
Ask: Using a community initiative, develop a way for a brand to do good.
Problem: Due to media and stereotypes, people have a somewhat negative perception of Waffle House
Target Audience: Low-Income Communities in South East states.
Insight: A little warmth Goes a long way.
Strategy: Home is where the Waffle House is.
Waffle House is famously open on Christmas, which is surprisingly a lonely time of year for many people. So this season, we invited them inside. Their holiday patronage supported the Waffle House Community Fund, making sure support for our community doesn't end on the rare occasions our doors are closed.
Background
Waffle House is an iconic American diner founded in 1955 in Georgia by Joe Rogers Sr. and Tom Forkner. Known for its classic diner menu (waffles, hash browns, eggs, and breakfast served all day long) the chain has grown to nearly 2,000 locations across the Southern and East Coast United States. Its simple menu, open-kitchen format, and 24/7 service have made Waffle House a recognizable staple of American dining culture.
problem
Due to media and stereotypes, people have a somewhat negative perception of Waffle House.
From Vines to SNL skits to live comedy performances, Waffle House gets the reputation of being dirty, and trashy, and violent.
And people widely agree with these portrayals.
Just look at the comment section from under these videos.
While those negative stereotypes aren’t entirely unfounded, Waffle House is so much more than that.
Waffle Houses are uniquely committed to their communities. They support local schools, partner with civic groups, and host fundraising events. In times of crisis (like storms or other natural disasters), they become a beacon, making sure to open as quickly as possible to serve the communities in times of need.
And they show up 24/7.
target
Lower income communities in Southern & East Coast states.
Why?
This is where Waffle Houses ARE.
majority of 1,900-2,000 Waffle Houses are located in these states.
So our team took a trip to one of these southeast Waffle Houses in
Hopewell, VA
Not so affectionately known as “Hopehell” a small town of only 22, 970 with a staggering crime rate of 21.40.
While we were there (the only ones in the shop on a Sunday night), we yapped it up with the chef and waitress.
Just like us, our waitress had her own misconceptions about the city of Hopewell and Waffle House in general, but had found her experience (she’d been working there for about 6 months when we spoke to her) to be nothing but welcoming.
The people in southern east states are more likely to live next to a Waffle House location
More likely to experience loneliness and lack of community infrastructure
They’re historically underserved by brands
And they’re desperately in need of places that feel welcoming without judgement
And just like waffle house,
the people in these states get a bad rep.
insight
A little warmth goes a long way.
People need people. Community is vital. And few brands do it as well as Waffle House.
“You can always count on Waffle House to be there for you when you need it. It’s always open. The experience is always comforting and consistent.”
“You can always count on Waffle House to be there for you when you need it. It’s always open. The experience is always comforting and consistent.”
“Always there for you… I’ve never felt they weren’t. They’re always open. They’ll never leave me.”
“You can always count on Waffle House to be there for you when you need it. It’s always open. The experience is always comforting and consistent.”
strategy
Home is where the Waffle House is.