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Is Waffle House's all-night delivery a threat to fast casuals?
Fast casuals that have invested heavily in their off-premise strategies will now face direct competition from a brand that is a household name, has a reputation for dependability and is now meeting customers where they are — at home, late at night.
September 8, 2025 by Cherryh Cansler — Editor, FastCasual.com
Waffle House is a fast-food icon, but not one you'd ever call fast casual. It's a place known just as much for its post-drinking crowd as its breakfast service. The food is cheap and greasy, the service is usually slow and the ambiance leaves a lot to be desired.
So why should the fast casual industry care that Waffle House is launching anall-night delivery partnership (in select cities) with DoorDash?
Because the line between fast food and fast casual has always been about more than just food quality. It's also been about experience. The fast casual boom of the last two decades has been built on providing customers with high-quality, made-to-order meals that they can take to go or enjoy in a comfortable setting. For years, fast casuals have been the ones to successfully transition to a robust off-premise model, especially when it comes to late-night ordering.
Now, Waffle House is making a direct play for that same customer.
"We've built our brand on consistency, hospitality, and being there for our customers, day or night," Patrick Marshburn, EVP of Waffle House, said in a company press release. "Partnering with DoorDash allows us to extend that same dependable experience beyond our restaurant walls, making it easier than ever for guests to enjoy the Waffle House comfort they love, from the comfort of their home."
This is more than just a convenience play for Waffle House's loyal fan base. It's a strategic move that acknowledges the shifting landscape of consumer habits. By offering delivery from 9 p.m. to 8 a.m., Waffle House is positioning itself to capture the massive late-night and early-morning market that has become increasingly reliant on delivery apps.
This move levels the playing field. Fast casuals that have invested heavily in their off-premise strategies will now face direct competition from a brand that is a household name, has a reputation for dependability and is now meeting customers where they are — at home, late at night.
What fast casuals can learn
This is a wake-up call for fast casual brands. Waffle House is teaching them a master class in adaptability and customer focus. Here are a few key takeaways:
- Don't ignore your core identity: Waffle House didn't try to become a fast casual brand to launch delivery. It leaned into what it already does best — providing dependable, comforting food. Fast casuals should remember their own unique value proposition and not compromise it to chase a trend.
- Embrace all-hours demand: The 24/7 diner model may be unique to Waffle House, but the lesson is universal. The demand for late-night and early-morning meals is strong. Fast casuals that have historically closed their doors early are missing a significant revenue stream.
- Partner for seamless service: Waffle House didn't build its own delivery fleet; it partnered with a leader in the space. By leveraging DoorDash's technology and logistics, Waffle House is ensuring a reliable, scalable service. Fast casual restaurants should consider similar partnerships rather than trying to reinvent the wheel.
Ultimately, this move by Waffle House is a reminder that no brand is immune to the pressures of an evolving market. The focus needs to be on more than just the food; it needs to be on an overall experience that is so compelling that customers will choose it, even when a waffle, smothered and covered, is just a few clicks away.
About Cherryh Cansler
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