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Comfort hosting ‘Waffle Lounge’ in NYC

The event marks more than 40 years of the Comfort brand

Comfort Hotels to Host "Waffle Lounge" Pop-Up in NYC, USA

Comfort Hotels will host the Waffle Lounge pop-up in New York City on Aug. 21.

Summary:

  • Comfort Hotels will host the one-day Waffle Lounge in New York City on Aug. 21.
  • The Union Square event runs from 12 to 7 p.m.
  • Visitors can win a one-night stay at a participating Comfort or other Choice hotel.


CHOICE’S COMFORT HOTELS is bringing its signature breakfast item to life with the Waffle Lounge, a one-day pop-up event in New York City on Aug. 21. The event, timed to coincide with National Waffle Day on Aug. 24, highlights the brand’s role in offering guests a sense of home during their travels.


Waffles have been served at Comfort Hotels since the early 1990s, with more than 30 million made annually across its properties, Choice said in a statement. A recent national survey found that 70 percent of consumers prefer familiar meals over gourmet options.

“Waffles are a recognizable and meaningful part of the Comfort brand experience,” said Jenny Aboudou, Choice’s head of upper midscale brands. “Hosting a community event in New York City is a great way to highlight how this simple offering continues to resonate with travelers.”

The Waffle Lounge, located in Union Square, will be open from 12 to 7 p.m., the statement said. The event also marks more than 40 years of the Comfort brand, which includes Comfort Inn, Comfort Inn & Suites and Comfort Suites and operates more than 2,100 locations worldwide.

Guests can get free waffles with toppings, iced lattes, nail art, massage chairs and waffle-themed merchandise, Choice said. Visitors can also enter to win a one-night stay at a participating Comfort or other Choice hotels. The celebration extends online with a contest awarding 10 winners a one-night stay. To enter, users can tag a friend on Choice Hotels’ Instagram Waffle Day post and sign up for the Choice Privileges rewards program.

Choice recently launched two campaigns — “Stay in Your Rhythm” and “The WoodSpring Way” — to increase awareness and bookings across its four extended-stay brands.

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