Dive Brief:
- Waffle House has expanded its partnership with DoorDash to offer all-night delivery nationwide from 9 p.m. to 8 a.m., the companies said in an emailed press release.
- This move marks the first time the chain is offering delivery from all of its 2,000 restaurants.
- Waffle House previously tested late-night delivery from 500 of its stores in April. The pilot used Olo’s Dispatch tool to pair orders with DoorDash drivers, a spokesperson said.
Dive Insight:
This delivery expansion is part of Waffle House’s ongoing strategy to enhance its digital capabilities, especially as demand for off-premise dining continues post-pandemic.
In 2023, the chain added digital order-and-pay capabilities using a white-label website developed by Olo and rolled out an app the following year. Since adding these tools, the chain saw an overall revenue boost of 1.6%, according to an Olo case study. Over time, Waffle House added more personalization, and today about 36% of Waffle House’s online revenue comes from tailored recommendations. Adding delivery nationwide will positively impact Waffle House’s growing off-premise channel.
For delivery, guests can order on Waffle House’s website or mobile app, and DoorDash Drive On-Demand will fulfill the delivery orders. A select number of Waffle House restaurants in cities like Atlanta; Charleston, South Carolina; Cincinnati; Columbus, Ohio; Nashville, Tennessee; and New Orleans will offer delivery 24/7 on the DoorDash app. The chain is also offering free delivery until Sept. 14 for orders made on its website or app. Waffle House will continue to work with Olo, a spokesperson said.
A growing number of chains have been expanding their third-party aggregator partnerships this year. Olive Garden expanded delivery across its system in February after testing Uber Direct late last year. Delivery contributed to Olive Garden growing its off-premise sales by nearly 20% during fiscal 2025. Domino’s fully rolled out its partnerships with DoorDash and Uber Eats during the second quarter, and expects third-party delivery to be a $1 billion business.
