Best Western’s Build Your Own Breakfast and Signature Heart Waffle

Client: Best Western® Hotels & Resorts

WaffleMatch.com





Situational Analysis:

For Best Western Hotels & Resorts, breakfast isn't just the most important meal of the day; it's one of the first touch-points to exceed guests’ expectations each morning. The launch of Best Western’s “Build Your Own Breakfast” bar in summer 2016 represented the brand’s commitment to on-property customer satisfaction. To build awareness and a little bit of fun around the newest on-property program, Best Western designed branded Heart Waffle irons for all North American properties and launched memorable waffle messaging for social and digital channels.

“Build Your Own Breakfast” messaging was strategically integrated into the launch of WaffleMatch.com, a travel-inspired waffle personality quiz created by the brand. Supporting Heart Waffle imagery was also integrated into the brand’s successful digital promotions, generating further program awareness. The breakfast-inspired on-property program and messaging ultimately generated the brand’s highest customer satisfaction score.

Objectives:

Best Western’s marketing objectives included:

  • Build awareness for the brand’s new breakfast options and new brand logo
  • Generate awareness of Best Western’s focus on guest satisfaction
  • Drive hotel bookings through loyalty, driven by high customer satisfaction
  • Engage customers with memorable waffle-themed messaging and build the brand’s loyal social media followers

Results:

Best Western’s WaffleMatch.com generated high user engagement:

  • Reached more than 120,000 people via social media content
  • 27,144 quiz engagements with an 82% completion rate

The Best Western “Build Your Own Breakfast” bar generated the following results:

  • Launched at all North American properties
  • Nearly 5,000 custom Heart Waffle irons developed
  • Received the highest overall score for breakfast satisfaction year over year - 6.2 points over July 2015

Strategic cameos of the Best Western Heart Waffle in the brand’s seasonal digital promotions garnered impressive overall results:

  • More than 613 million impressions and 762,173 clicks
  • Generated nearly 191,128 gross reservations