Why is Waffle House So Successful? An FSR Conversation with Danny Klein

Danny Klein is the Editorial Director of FSR (full-service restaurant), a media company covering the food industry. A recent study on the top brands in the FSR world has implications for any MULO (multi-location) brand—restaurants, retailers, and service businesses.

The study, created in partnership with Datassential, ranks the brands based on their number of units. The report also includes unit growth and sales volume.

We recently caught up with Klein to talk about this year’s results and what non-food brands can learn from the success of various FSRs.

“Top brands are consistently the top brands,” says Klein. He adds that the “creed of consumer loyalty” ensures that some brands remain on top from year to year.

Klein also points out that elevating food quality and leaning into old favorites are at the core of this loyalty. He believes that attempting to be too many things to too many people is ultimately what can shake that loyalty and repeat business. However, being known for many options can work for some brands. For example, Cheesecake Factory views a vast menu as part of the essence of its experience.

We’ve seen a resurgence of retro in many categories.

“Leaning into old favorites” is behind the relaunch of Steak & Ale, which will be featured as one of our case studies at Street Fight LIVE in November.

We at Street Fight have seen customer loyalty across other sectors as well. Retail brands like Foot Locker can introduce new store footprints and consumer experiences. However, they are ultimately known for a wide range of athletic shoes for the entire family.

Waffle House is alive and well because it:

• Knows who its customers are
• Delivers a consistent experience and brand footprint across all locations
• Doesn’t attempt to be all things to all diners
• Encourages raving fans to post about them online, as social media becomes a critical part of the media landscape

As you plan for your brand’s expansion in the years ahead, consider the FSR list and discuss internally why some companies have survived and thrived over many years while others are falling further down in report ranking!

Whether you sell weight training, wigs, or waffles, take away some lessons from the FSR leaders!