Brandwave

First Watch vs Waffle House:Which is more popular?

In September 2026, First Watch and Waffle House were level in searches among breakfast chains in the United States, with an estimated 3.4M branded searches each, at 22.8% of the total each. When we asked ChatGPT and Google AI Overviews about breakfast chains, First Watch and Waffle House each appeared in two of the three answers. First Watch was mentioned before Waffle House in every answer that named either.

Among breakfast chains in the United States in September 2026

Who do people search for more?

First Watch and Waffle House are searched for about as often as each other.

First Watch 3.4M searchesWaffle House 3.4M searches

Who does AI mention more?

Both were mentioned in 2 of 3 answers.

First Watch in 2 of 3Waffle House in 2 of 3

Who does AI recommend more?

First Watch, named ahead of Waffle House in 2 of 2 answers

First Watch first in 2Waffle House never first

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Top breakfast chains in ChatGPT and Google AI Overviews

In three ChatGPT questions, First Watch and Waffle House were each mentioned in two out of three: in two of the three ChatGPT answers. First Watch was listed before Waffle House in every answer that named either.

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.

Is First Watch or Waffle House more popular in search?

This chart shows how often people search Google for First Watch and Waffle House by name. Each line represents a brand's share of searches for all seven breakfast chains we track, month by month, from searches in United States.

First Watch and Waffle House among breakfast chains in the United States, by month

Share of searches by month for First Watch, Waffle House. 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%

How has the First Watch and Waffle House comparison changed over the last 12 months?

3 findings

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

1 change

  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.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using First Watch’s and Waffle House’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

First Watch

1 branded search term

  • first watch

Waffle House

1 branded search term

  • waffle house

How the Brand Demand Index is measured

Other head-to-heads among breakfast chains

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