Comfort, the flagship hotel brand of Choice Hotels International, Inc., is hosting a public event at the Santa Monica Pier to celebrate National Waffle Day on August 24. The pop-up, titled “The Ultimate Route 66 Comfort Stop for National Waffle Day,” combines the holiday with the centennial of Route 66.
The free event will run from 9:30 a.m. to 1:00 p.m. on Monday, August 24, at the Santa Monica Pier in Santa Monica, California. Actor, producer, and writer Keegan-Michael Key will make a special appearance as part of his partnership with the brand.
Visitors to the pier can receive free waffles with toppings from a waffle food truck and beverages from a coffee bar. Additional activities include a Route 66 finish line with a waffle gong, a Spotify playlist creation station, and giveaways such as branded coffee mugs.
Attendees will also have opportunities to enroll in the Choice Privileges program for Gold Elite status and enter a sweepstakes for a road trip kit containing a Stanley cooler and reward points. Choice Hotels reported that its Comfort locations serve more than 30 million waffles annually as part of its complimentary breakfast offerings.
Joe Francisco, Comfort Brand Leader at Choice Hotels International, stated that the event brings together the tradition of hotel breakfasts with the historic highway’s milestone. Comfort currently operates more than 2,100 hotel locations worldwide.
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