Brandwave

How popular isWaffle House?

In September 2026, people searched for Waffle House by name about 3.4 million times in the United States, about the same as the previous year. These searches made up 22.8% of all United States breakfast chain searches, placing Waffle House third out of seven chains. When we asked both ChatGPT and Google AI Overviews about breakfast chains, Waffle House appeared in two of the three answers and was the fourth most recommended of the seven.

Search and AI answers in September 2026

Waffle House is the third most searched of 7 competitors and the fourth most recommended in AI answers.

  1. IHOPShare of searches 27.9%Mentioned in 3 of 3 AI answersPlace in AI recommendations 3rd
  2. First WatchShare of searches 22.8%Mentioned in 2 of 3 AI answersPlace in AI recommendations 2nd
  3. Waffle HouseShare of searches 22.8%Mentioned in 2 of 3 AI answersPlace in AI recommendations 4th
  4. Cracker BarrelShare of searches 12.5%Mentioned in 3 of 3 AI answersPlace in AI recommendations 1st
  5. Denny'sShare of searches 8.3%Mentioned in 3 of 3 AI answersPlace in AI recommendations 6th

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Top breakfast chains in ChatGPT and Google AI Overviews

In three ChatGPT questions, Waffle House was mentioned in two out of three: in two of the three ChatGPT answers. Waffle House is the fourth most recommended of the seven.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Cracker Barrel1st
  2. First Watch2nd
  3. IHOP3rd
  4. Waffle House4th
  5. The Original Pancake House5th
  6. Denny's6th
  7. Bob Evans7th

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

See every answer about breakfast chains

3 answers

Brands are shown in the order each answer named them. The survey took place in United States on October 22, 2026.

Which breakfast chains compete with Waffle House?

Waffle House against breakfast chains in the United States, by month

Share of searches by month for IHOP, First Watch, Waffle House, Cracker Barrel, Denny's, Bob Evans. The figures are in the table below the chart.

View monthly share of searches table
MonthIHOPFirst WatchWaffle HouseCracker BarrelDenny'sBob EvansThe Original Pancake House
Oct 202524.4%16.3%19.9%13.3%19.9%4.9%1.2%
Nov 202527.1%14.9%18.2%14.9%18.2%5.4%1.3%
Dec 202527%14.8%22.1%12.1%18.1%4.5%1.3%
Jan 202625.2%16.9%20.6%11.3%20.6%4.1%1.2%
Feb 202627.5%18.4%18.4%12.3%18.4%3.7%1.3%
Mar 202630%20.1%20.1%11%13.5%4%1.2%
Apr 202627.8%22.8%22.8%12.4%8.3%4.6%1.4%
May 202626.4%26.4%21.6%11.8%7.9%4.3%1.6%
Jun 202627.8%22.8%22.8%12.4%8.3%4.6%1.4%
Jul 202627.8%22.8%22.8%12.4%8.3%4.6%1.4%
Aug 202627.8%22.8%22.8%12.4%8.3%4.6%1.4%
Sep 202627.9%22.8%22.8%12.5%8.3%4.6%1.1%

  1. 1.IHOP

    27.9%

    Held 1st. 4.1M estimated branded searches, 0% vs prior month. Share +0.1 points.

  2. 2.First Watch

    22.8%

    Held 2nd. 3.4M estimated branded searches, 0% vs prior month. Share +0.1 points.

  3. 3.Waffle House

    22.8%

    Held 3rd. 3.4M estimated branded searches, 0% vs prior month. Share +0.1 points.

  4. 4.Cracker Barrel

    12.5%

    Held 4th. 1.8M estimated branded searches, 0% vs prior month. Share 0 points.

  5. 5.Denny's

    8.3%

    Held 5th. 1.2M estimated branded searches, 0% vs prior month. Share 0 points.

  6. 6.Bob Evans

    4.6%

    Held 6th. 673K estimated branded searches, 0% vs prior month. Share 0 points.

  7. 7.The Original Pancake House

    1.1%

    Held 7th. 165K estimated branded searches, -17.9% vs prior month. Share -0.2 points.

Compare popularity between Waffle House and its closest rivals

Every comparison with Waffle House

6 comparisons

How has branded search demand for Waffle House changed in the United States over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Waffle House in the United States held steady at 3.4M.
  • Across the 12 months ending September 2026, Waffle House’s share of searches among breakfast chains in the United States increased from 19.9% to 22.8%.
  • Across the 12 months ending September 2026, Waffle House’s share of searches among breakfast chains in the United States peaked at 22.8% in September 2026 and was lowest at 18.2% in November 2025.

How did search popularity change for United States breakfast chains in September 2026?

5 changes

  1. Estimated monthly branded searches for First Watch in the United States rose 22.3% over 12 measured months, from 2.7M to 3.4M in September 2026.

  2. Estimated monthly branded searches for Denny's in the United States fell 63.6% over 12 measured months, from 3.4M to 1.2M in September 2026.

  3. Estimated monthly branded searches for Cracker Barrel in the United States fell 18.3% over 12 measured months, from 2.2M to 1.8M in September 2026.

  4. Estimated monthly branded searches for Bob Evans in the United States fell 18.2% over 12 measured months, from 823K to 673K in September 2026.

  5. Estimated monthly branded searches for The Original Pancake House in the United States fell 17.9% over 12 measured months, from 201K to 165K in September 2026.

How are Waffle House’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Waffle House’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • waffle house

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How the Brand Demand Index is measured

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