During the event, Comfort is inviting guests to indulge in the warmth, nostalgia, and joy that waffles have brought to generations of travelers. The Waffle Lounge celebration comes at a time when Americans are craving familiarity in food more than ever. In a recent national survey, 70% of consumers said they prefer nostalgic, feel-good meals over gourmet options, underscoring the emotional and sensory power of foods that remind us of home.  Waffles have long been synonymous with Comfort, which began offering them as part of its free breakfast in the early 1990s. Today, with over 30 million waffles made at its hotels annually, making and eating waffles at Comfort hotels has become a beloved ritual for guests of all ages. From families on vacation to business travelers starting their day, the golden, fluffy waffle has become more than food — it’s now a moment of bliss, a taste of home, and a reason to smile.

“Waffles are a recognizable and meaningful part of the Comfort brand experience,” Jenny Aboudou, Head of Upper Midscale Brands at Choice Hotels International commented “At Comfort, waffles are an iconic part of our free hot breakfast that guests know and love. They reflect our commitment to delivering a warm, welcoming stay for every guest. Hosting a community event in New York City is a great way to highlight how this simple offering continues to resonate with travelers.”

On Thursday, August 21, Comfort will host the Waffle Lounge, a cozy, deliciously unexpected, one-day pop-up in New York City’s Union Square neighborhood designed for guests to take a breather, reset their senses, and experience what Comfort is all about. From the aroma of golden waffles to soft textures, warm lighting, and calming soundscapes, the multi-sensory experience will help guests pause, breathe, and indulge — all while enjoying free waffles with a range of toppings and curiously delicious, iced latte pairings for the ultimate treat. The Waffle Lounge will be located at 31 East 17th Street, and it’s free and open to the public from 12:00 to 7:00 p.m.

Here’s a taste of what visitors to the Waffle Lounge will be able to experience for free:

• Visit the Waffle Food Truck for warm, fluffy and free waffles with an array of toppings
• Grab a specialty drink at the latte bar for the ultimate waffle and beverage pairings
• Stop by the nail bar for trendy nail art designs
• Relax, unwind and lay back in a massage chair
• Take home limited-edition waffle-inspired swag
• Capture the moment at our Waffle Day photo ops
• Enter for a chance to win a one-night stay at a participating Comfort or other select Choice hotels