Not Just for Breakfast: The Economic Power of Waffles

Restaurant operators searching for something versatile that will cross the dayparts need to look no further than their breakfast menu as waffles have been breaking out of the morning. According to the 2024 Technomic Breakfast Study, waffles are seeing a surge in popularity beyond breakfast—now appearing in appetizers, snacks and even desserts with operators realizing an economic boost.

Modern Restaurant Management (MRM) magazine connected with Mike DiBeneditto, CEO of Golden Waffles, to learn about "waffle-omics" and how the breakfast staple can be a strategic menu asset for restaurant operators. 

How do you define “waffle-omics”?

“Waffle-omics” is a term we use at Golden Waffles. It’s a favorite of ours and pretty straightforward. We like to say waffles “drip with success” for food service operators, and it's because of four key factors: profitability, versatility, consumer experience and operational efficiency.

●  Profitability: Waffles are a low-cost, center-of-the-plate item and one of the most profitable breakfast item menu offerings.

●  Versatility: They are essentially a blank canvas. There are hundreds of ways to serve a waffle across any daypart, with both sweet and savory options.

●  Consumer Experience: It only takes a few minutes to make a warm, fresh-baked waffle, and the experience engages several senses, whether it’s the aroma filling the room or the visual appeal of customized flavors and toppings.

●  Operational efficiency: Fresh-baked waffle mix is shelf stable, creates minimal waste and has a 3-day shelf life once prepared, supporting back-of-house operational efficiency. Also, with its versatility across day parts, operators don’t have to bring in additional SKUs for new menu innovations.
With rising food costs impacting bottom lines and inflation impacting guests' foot traffic and frequency, operators need to be smarter than ever when reviewing their ingredients and menu offerings. That’s where waffles come in: they’re high margin for the operator, crave-able and on-trend for the consumer and efficient for back-of-house.

Can you give examples of waffle’s versatility and efficiency?

Waffles are the MVP of menus because they're a low-cost center-of-the-plate item. We know 80 percent of waffles are menued as entrees. Those entrees span all dayparts; traditional breakfast waffles topped with seasonal fresh fruit, a waffle charcuterie brunch board, open-faced waffle-benedict, chicken & waffle sliders, waffle melt sandwiches, ham & bacon savory waffles and waffle ice cream sundaes or ice cream sandwiches. All of which are possible using the same bag of waffle mix and the same waffle iron. An all-inclusive waffle program model will also alleviate order and supply chain complexities for the operator, in addition to diverse product use.

Waffles saw a 15.4 percent increase on restaurant appetizer menus compared to 2023, according to Technomic, indicating the increase of its use beyond breakfast. Waffles are also perfectly suited for the growing snacking culture. As we saw in your story on Little Treat Culture, today’s consumers – especially those under 35 – are snacking more than ever. Waffles can easily be transformed into snackable, shareable items like “Chicken & Waffle Bites” or mini waffle sliders, tapping into the demand for smaller indulgences that fit between traditional meal times. We expect to see even more creativity in 2025 with waffle-related LTOs.

What is the appeal of elevated waffle offerings for guests? Do they offer a comfort factor heading into the cooler months?

Waffles are loved nationwide, spanning all demographics of consumers. Forty percent have stated they are more likely to order waffles over any other breakfast menu item, according to the 2024 Technomic Breakfast study. They provide a comfort food staple for the food minimalists, while also allowing a vehicle for innovation for those consumers seeking an elevated or personalized dining experience.

As we head into the cooler months, restaurant operators should take advantage of flavors that customers crave this time of year by utilizing waffle mix-ins like Pumpkin Spice, Banana Bread, Red Velvet, Chocolate or Cinnamon Roll.

How can operators tap into their staff’s creativity for suggestions?

Fresh-baked waffles are perfect for locally sourced additions. Survey your staff for their favorite local treats like freshly grown fruit and locally sourced honey. Call out a local farmer’s eggs or dairy products on your menu. Run a contest with your staff for their favorite mix-ins or toppings. Utilize social media to survey your fans for their favorite idea. For example, “table waffles” and “table pancakes” are trending on TikTok for customers who prefer savory over sweet for their entree but still want to get their fix. It really is so easy to innovate around waffles. Taco Tuesday with a Golden Waffles Twist, anyone?