This article first appeared 7.09.25 on Restaurant Business
Adaptable to breakfast, lunch, dinner, snacks and a wealth of toppings, waffles are the ultimate multi-tasker, winning over both consumers and operators.
Waffles have long claimed one or more spots on breakfast menus, but a current convergence of trends is expanding their reach and popularity.
Mike DiBeneditto, CEO of Golden Waffles, a supplier of waffle irons and mix to restaurants, calls it “waffle-omics.”
“For the operator, waffles are high margin with low lift, combining fast prep, simple execution and minimal training,” he said. “And for the consumer, waffles offer high value perception.”
While hotels used to be DiBeneditto’s primary customers, restaurants are now the fastest growing sector. And that covers every segment, from QSR to white tablecloth, he said.
Full-service Keke’s Breakfast Cafe, the Orlando-based family dining restaurant, is sold on the waffle’s benefits for its menu. “Waffles hit the sweet spot between comfort and trendy. Plus, they’re very versatile, low cost and easy to execute,” said Adam Perez, director of supply chain for the 73-unit chain. “It’s a very simple batter and it’s easy to change the flavor profile by adding ingredients like chocolate chips, berries, etc.”
Each Keke’s location is equipped with four electric waffle irons, supplied by Golden Waffles, that are fitted with Belgian waffle plates and set with timers and temperature controls. Employees can turn out a waffle “in about four minutes, from order to finish,” said Perez.
In fact, Keke’s Breakfast Cafe was originally named “The Florida Waffle Shop,” and its signature remains the Florida Waffle. It’s a Belgian waffle topped with fresh strawberries, bananas, blueberries, powdered sugar and optional whipped cream.
At many Keke’s locations, waffles are the most popular breakfast order, and customers can choose from several sweet options, including apple-cinnamon, chocolate chip, blueberry and strawberry. Guests can also customize their own waffles from ingredients on hand, such as chocolate fudge and pecans, with the ability to create countless variations.
But recently, Keke’s added the savory option of Chicken & Waffles because “people were asking for it, especially in our Texas and Tennessee locations,” said Perez. For this item, the basic Belgian waffle is topped with crispy chicken tenders and powdered sugar, then served with a house-made sweet and spicy sauce.
The price range for Keke’s waffles is $12-$15, and both the profit margin and value perception are high, said Perez. “People are visually impressed with the plating.”
DiBeneditto confirms that savory waffles are on the upswing as waffles move from their longtime perch in breakfast to other dayparts. “The chicken-and-waffle trend is especially fueling growth in quick-service restaurants,” he said.
Fast-casual Nekter Juice Bar added waffles to the menu in May, opting for waffle irons with smaller plates and a gluten-free mix to fit the brand’s health mission. “We add protein powder to the mix, too,” said Alexis Parra, co-founder and chief visionary officer of the 235-unit chain.
Nekter is known for its acai bowls and smoothies, and the waffles offer a way to cross-utilize those ingredients on another platform. She introduced four protein waffle variations: the Waffacado, Berry Shortcake, Go Bananas and Jam Slam.
The savory Waffacado is a takeoff on avocado toast, topped with fresh avocado slices and everything bagel seasoning. Parra calls the Jam Slam a spin on a PB&J sandwich with its topping of peanut butter, fresh strawberries and house-made strawberry chia jam. Berry Shortcake is piled with fresh strawberries, blueberries, blue vanilla cashew drizzle and coconut whip, and Go Bananas has a topping of sliced bananas, peanut butter and chocolate cashew drizzle. The drizzles are all house-made.
Price ranges from $4.99 to $5.99 for a serving of two mini waffles, but Nekter is also offering combo packages. “We introduced the smaller size so we can build incremental sales, offering a mini waffle and a juice for $10, for example,” said Parra. She also wanted to boost Nekter’s breakfast business with unique offerings, and all the variations can go from morning to lunch and afternoon snack. The sweeter waffles can even serve as dessert, she noted.
Waffles are now on Nekter’s permanent menu, but Parra also sees them as a carrier for seasonal LTOs, she said, throwing out the idea of a pumpkin mousse-topped mini waffle for fall.
