By Sara Perez Webber
When a menu item becomes something you’re known for, you don’t just keep it—you lean into it. And that’s exactly what Hampton by Hilton has done with its famous make-your-own Belgian waffle.
Hampton—one of the world’s largest hotel brands—has elevated the complimentary breakfast offering into a brand standard, a guest engagement tool and a symbol of the service culture it calls “Hamptonality.”
A Breakfast Item Guests Remember
Hampton by Hilton has long positioned consistency as part of its value proposition, and breakfast has become an important piece of that promise.
“We were the first brand in the upper midscale category to introduce the complimentary hot breakfast,” says Shruti Gandhi Buckley, senior vice president and brand leader for Hampton by Hilton. That was in 2004.
About five years later, Hampton introduced another breakfast innovation: the make-your-own waffle station. The idea was simple, familiar and interactive. Guests could pour the batter, close the iron and wait for a hot Belgian waffle to emerge—turning breakfast into a small ritual rather than just another buffet stop.
It quickly became a customer favorite. Other hotel brands soon added waffles to their own breakfast programs.
Some 30 million waffles later, the brand continues to emphasize the popularity of the breakfast staple. Today, most Hampton properties feature two waffle irons: one that makes a large waffle divided into four sections, complete with the Hampton logo, and another that makes four mini waffles.
Consistency With Room for Customization
The waffle owes part of its appeal to being both standardized and personal. The guest knows what to expect but still gets to customize the experience.
“When you think of a waffle, it’s something familiar. I actually like to characterize it as a warm hug,” says Buckley.
In fact, she believes the sweet treat symbolizes the Hamptonality service culture: “It’s that warm, authentic service experience that each one of our team members brings to life.”
Meet the Waffle Bosses
Hampton has recognized some of those breakfast hosts as “Waffle Bosses,” celebrating the employees who take particular pride in the morning ritual. One of the best-known examples is Beverly Christmas of the Hampton Inn in Paris, Illinois, who has been nicknamed “America’s Waffle Boss.”
Christmas has become known for helping guests customize their waffles with toppings that turn breakfast into something more playful. She says she can go through at least two cans of whipped cream each morning. “Some guests will make one and then they’ll put another over the top like a sandwich, and they’ll decorate that also,” Christmas says, adding that adults can be just as excited about the waffle-making as children. “It’s amazing.”
That enthusiasm and interaction are part of what makes the waffle such an effective hospitality moment.
“Beverly is truly a celebrity, and people actually will now go and seek her out and go to Paris, Illinois, and stay at the Hampton there, just to experience Beverly’s fabulous hospitality,” Buckley says.
Seasonal Flavors and Guest Engagement
Hampton has also found ways to refresh the waffle without losing what made it familiar in the first place.
“A few years ago we said, ‘How do we continue to bring new life into a guest favorite?’ and the idea of flavored waffles was born,” says Buckley.
The first test—a red velvet waffle offered around Valentine’s Day—was such a hit that Hampton began adding seasonal flavors to the rotation. The limited-time approach gave the brand a way to create fresh guest interest around a consistent breakfast standard.
A National Waffle Recipe Contest
Last year, Hampton expanded the idea with a nationwide waffle recipe contest. Kaylee Voight was crowned the winner with her Peach Cobbler Waffle, a recipe combining ripe peaches, cinnamon, whipped cream and a crispy oat topping. She earned the title of Guest Waffle Boss, along with 1 million Hilton Honors points and a five-night stay at any of Hampton’s 3,200-plus properties worldwide.
Hampton offered the Peach Cobbler Waffle at properties this year. And this summer, guests staying at Hamptons in the U.S. can celebrate America’s 250th birthday with the Star-Spangled Berry Waffle, made with berry-flavored batter and berry toppings, then finished with red, white and blue sprinkles.
At the Hampton Inn in Paris, Illinois, Christmas says those seasonal touches matter.
“We have sprinkles according to the season, whichever we’re celebrating, and guests love that,” she says. Guests also ask about new flavors they have heard about and request custom waffles from her, further turning the breakfast station into a point of connection.
A Small Moment With Staying Power
For caterers, foodservice operators and hospitality brands, Hampton’s waffle offers a useful reminder: popular menu items can represent more than just the food itself. They can symbolize your commitment to the customer—and become a brand signature that helps you stand apart from the competition.
