The iconic block sign of Waffle House is a beacon in over 2,000 locations across the U.S., as the homestyle diner is open 24/7 serving its signature waffles, hashbrowns, burgers, and more to a loyal fan base. When demand for to-go orders persisted post-pandemic, Waffle House launched online ordering with Olo to streamline to-go operations and bring the Waffle House experience digital. In an effort to keep a similar personalized touch in the online ordering process, Waffle House worked with Olo to implement Smart Cross-Sells and location-specific recommendations. This buildout of the digital platform not only extended the hospitality that Waffle House guests have grown to love but also increased order size and guest satisfaction.
Overall revenue boost
Online revenue attributed to personalized recommendations
Increased likelihood of repeat order if using a recommendation
When to-go orders were only a small percentage of Waffle House’s sales, restaurants took these orders over the phone or in-person. However, as guest preferences evolved, Waffle House needed a system built to scale. Walk-in guests took up parking spots and space inside the restaurant while waiting for food, and phone orders could overwhelm busy servers and kitchens. When the brand decided to add online ordering, the purpose was to optimize the experience of to-go orders rather than increase the quantity — Waffle House’s main focus remained on the dine-in guest while continuing to serve the portion of their customer base that preferred their meal to-go. The brand’s technology executive was familiar with Olo and its throttling capabilities which allowed the brand to control the flow of to-go orders and not interfere with dine-in guest experience. This solution fit Waffle House’s goals perfectly, so the brand ditched the phones and rolled out Olo to all locations in 2023. Waffle House wanted to ensure that those ordering online got the same warm service as those ordering in the restaurant, and guests could easily create their custom orders. Olo worked with Waffle House to make the ordering experience increasingly more personalized for online orders, with each iteration boosting order value. Waffle House rolled out personalized recommendations with Smart Cross-Sells, Local Favorites, For You, and Recent Items. With Smart Cross-Sells, when a guest selected an item, Serve (Olo’s white-label online ordering solution) would suggest a complementary item they could add on—which led to a 4% increase in overall item adds. Local Favorites showcased the most popular items at a particular location and For You offered personalized recommendations driven by AI and guests’ previous behavior.
Patrick Marshburn, Executive Vice President
Shifting The Digital Baseline One Guest at a Time
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