RISE - Menu Monitor

Waffle House
Headquarters
5986 Financial Drive, Norcross, Georgia 30071 USA
Tel: (770)729-5700 Fax: (770)729-5999
www.wafflehouse.com
Ownership: Private
Segment: Full Service Family Style
System Characteristics 2006 2005 2004
U.S. Systemwide Sales ($000) 820,000 810,000 795,000
Company-owned ($000) 410,000 400,000 375,000
Franchised ($000) 410,000 410,000 420,000
U.S. Number of Units 1,475 1,481 1,475
Company-owned 740 745 703
Franchised 735 736 772
International Sales ($000) - - -
International Units - - -
Average Sales/Unit ($000) 560 560 550
Concept Positioning |
Waffle House is a full-service short-order restaurant specializing in waffles. Restaurants are open 24 hours a day, 365 days a
year, offering full-service dining at fast-food speed. The privately held chain operates 1,475 units across the Southwestern,
Southeastern and Midwestern United States, 735 of which are franchised.
Units are small, seating 35–50 customers at booths and counters. Most are freestanding and located in high-traffic areas and
off interstate highway exits. While the chain's menu focus is broad-based, the principal customer base is largely blue-collar
males. Each store features a jukebox which plays a variety of songs. Décor, which has changed little since the concept's
inception in the 1950s, includes yellow-and-black exterior signage and interiors featuring stainless steel, checkered tile floors
and globe lights over the counters.
Tom Forkner and Joe Rogers Sr. opened Waffle House in Avondale Estates, GA, in 1955. Though the chain plans continued
growth, it currently has no major expansion plans.
Menu Positioning |
Waffle House is open 24 hours a day, offering breakfast, lunch and dinner items including eggs, omelets, waffles, breakfast
sandwiches, chili, soup, salads, melts, burgers, chicken, dinner plates and steak. Signature breakfast items include the
Cheesesteak Omelet, Double Strawberry Waffle, and Bacon, Egg & Cheese Sandwich. Signature lunch and dinner options
include Bert's Chili, Walt's Soup, B.L.T. Salad, Texas Cheesesteak Melt, Bacon Chicken Cheese sandwich and Papa Joe's
Pork Chops dinner. Also available is a Junior/Senior menu for children under 10 and adults over 60, featuring waffles, bacon,
cereal, cheeseburgers, BLTs, soup, chili, pie and grits. Drinks include soda, juice, iced tea and coffee. Menu prices range from
$2.70–$10.10. Checks average $8.
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