ROCKVILLE, MD.—In honor of the Comfort brand’s annual National Waffle Day celebration, Comfort Inn and Comfort Suites brand hotels, franchised by Choice Hotels International, launched a national giveback campaign, Comfort Says Thanks.
The event was held from Wednesday, August 17 through Wednesday, August 24. Participating Comfort Inn and Comfort Suites hotels around the country hosted local community service groups—such as first responders, teachers and volunteers—to enjoy free breakfasts featuring the brand’s signature hot waffles to “say thanks” for doing their part to help transform their communities for the better.
Additionally, the Comfort brand called upon the support of consumers to help build a contribution of waffles to chapters of Boys & Girls Clubs of America, a Choice Hotels partner, in support of their meals program. The use of the hashtags #ComfortSaysThanks and #NationalWaffleDay on social media channels helped to drive the donation to Boys & Girls Clubs of America up to 100,000 waffles.
“At the Comfort brand, we look at this event as Thanksgiving in August,” said Anne Smith, Vice President of Brand Strategy for Choice Hotels International. “We have so much to be thankful for because we, too, are undergoing a major transformation that wouldn’t be possible without support from the communities in which we serve. Comfort is an iconic brand with decades of staying power. This is largely because of what we call ‘MyComfort Culture,’ which places a strong emphasis on teamwork and community.”
Hotel Operators Added Local Flair
During this celebration, Comfort Inn and Comfort Suites brand hotels all across the United States, as well as Puerto Rico and Grand Cayman island in the Caribbean served free waffles and a variety of fun, flavorful toppings alongside with the Comfort brand’s complimentary breakfast offerings to different community service groups as a sign of appreciation for their contributions. Many hotel operators added local flair to their Comfort Says Thanks waffle celebrations, including chicken as a waffle topping in some southern states, an invitation to the entire business community at a Vermont location, and a 24-hour free waffle station called “24 on 24” to mark the annual August 24 food holiday in Southern California.
The Comfort Says Thanks National Waffle Day campaign has taken place during an exciting and transformative time for the Comfort brand, which is redefining itself across the board with an improved guest experience and new brand promise. The brand’s tagline—Rested. Set. Go.—captures the Comfort brand hotels’ promise to help guests, whether they’re traveling for business or leisure, feel refreshed and ready to take on the day. At Comfort brand properties, guests can enjoy a flavored waffle option in addition to traditional plain when they sit down for their free Comfort brand signature hot breakfast. Popular flavor options include blueberry, strawberry, chocolate, spice and multi-grain.
Around the nation, hotels have been upgrading amenities to augment the guest experience. Keeping guest wellness top of mind, the Comfort brand is in the process of going 100 percent smoke-free, which would make it the largest hotel brand to do so in the United States. The complimentary hot and hearty breakfast has recently been enhanced with more healthy options, including Greek yogurt, wholesome cereals and a toppings bar which includes items such as dried fruit, nuts and granola. And, the guest bathroom experience has also been enhanced with larger, plusher towels and the introduction of RAIO, a line of hair and body products developed exclusively for the Comfort brand. To date, parent company Choice Hotels International and Comfort brand franchisees have invested more than a $250 million combined into hotel upgrades.
Go to Choice Hotels.
