Image courtesy of Rebranding Initiative Helps Golden Waffles Meet Growing Breakfast Popularity and Demand | Food Processing | foodprocessing.com
This podcast first appeared on 12.11.24 on Food Processing.
Golden Waffles was featured in this episode of the Food for Thought podcast. Andy Hansen, Senior Editor of Food Processing Magazine, hosts Alissa Davis, Vice President of Marketing for Golden Waffles. Together they discuss the resurgence of breakfast trends, the innovative product strategies of Golden Waffles, and the company’s rebranding journey from Golden Malted to Golden Waffles. Alissa provides insights into consumer preferences, the role of waffles in breakfast culture, and how Golden Waffles is adapting to evolving market dynamics.
Alissa highlights the growth in breakfast traffic driven by increased travel and changing consumer habits, noting that waffles have become a popular choice across lodging, restaurants, and brunch menus. The conversation explores how Golden Waffles innovates with seasonal and core flavors, catering to both indulgent and health-conscious consumers. Davis also discusses the versatility of waffles as a menu item, their profitability for operators, and the importance of strategic partnerships in maintaining quality and consistency. The episode concludes with an in-depth look at the challenges and strategies behind Golden Waffles’ rebranding, emphasizing communication and alignment with customers and stakeholders.
Key takeaways include:
- The importance of understanding core brand values during a rebranding process.
- The adaptability of waffles in meeting diverse consumer needs.
- The role of strategic innovation in maintaining market relevance.
The rebranding from Golden Malted to Golden Waffles reflects a commitment to modernizing while honoring the company’s legacy, reinforcing its position as a leader and partner in the breakfast category.
