As National Waffle Day approaches on August 24, Hampton by Hilton is celebrating in a way that only the iconic hotel brand can—by inviting its guests and fans to help shape the future of one of its most beloved breakfast traditions: the Hampton Waffle. For generations of travelers, Hampton’s golden, fluffy waffles have been a highlight of the brand’s complimentary hot breakfast. Now, Hampton is giving breakfast lovers across the United States and Canada the opportunity to become part of waffle history by co-creating a brand-new limited-time flavor.
Between August 22 and September 5, 2025, fans are encouraged to share their passion for Hampton’s waffles and pitch their own dream flavor in a short video submission at hamptonwaffleflavorcontest.com. Contestants will not only have a chance to see their flavor come to life and served hot off the griddle at more than 2,450 Hampton by Hilton hotels, but they could also earn the unique title of the brand’s very first Guest Waffle Boss.
How the Contest Works
To participate, entrants must submit a short video—no longer than 60 seconds—explaining why they love Hampton waffles and describing the flavor they think deserves a spot on the breakfast menu. Submissions will be judged on creativity, originality, and flavor appeal by a panel of breakfast experts. Among the judges will be Beverly Christmas, Hampton’s current U.S. Waffle Boss, who was awarded her title last year during an internal team member competition.
The idea of a “Waffle Boss” is more than just a fun title—it symbolizes Hampton’s dedication to celebrating breakfast as a meaningful ritual that brings comfort, joy, and connection to travelers. The winning entry will not only influence the flavor lineup for Hampton’s waffles but will also give one lucky fan the bragging rights of being an official part of Hampton breakfast history.
A Prize Fit for a Waffle Champion
The Guest Waffle Boss will receive a five-night stay at any Hampton by Hilton property worldwide, giving them the opportunity to enjoy Hampton’s signature hospitality in their dream destination. On top of that, the winner will be awarded a whopping 1 million Hilton Honors Points. These points open the door to unforgettable possibilities—whether redeeming them for future Hilton stays, booking once-in-a-lifetime Hilton Honors Experiences, or enjoying other exclusive rewards. For travelers and waffle enthusiasts alike, it’s a prize that combines the love of food with the joy of exploration.
Hampton’s Waffle Legacy
The contest is more than just a marketing campaign—it’s an evolution of Hampton’s longstanding relationship with the waffle. Hampton was the first hotel brand to popularize the make-your-own Belgian waffle station, giving guests the joy of pouring batter into an iron, closing the lid, and waiting for that perfect golden crunch. Over the years, the Hampton Waffle has become not just a breakfast item but a beloved tradition for families, business travelers, and adventure seekers alike.
The brand has also experimented with limited-edition waffle flavors that tap into nostalgia and indulgence, such as Birthday Cake, S’mores, and Lemon. These playful varieties capture Hampton’s spirit of hospitality and fun, offering guests a delightful surprise to start their day. The new contest winner’s flavor will join this legacy when it debuts in 2026, marking the next chapter in Hampton’s waffle story.
Why Waffles Matter at Hampton
“At Hampton by Hilton, waffles are more than the centerpiece of our free hot breakfast—they’re a memory in the making,” said Shruti Gandhi Buckley, senior vice president and brand leader, Hampton by Hilton. “Whether it’s the smell of syrup in the morning or the joy of opening that iconic Hampton waffle iron, these small rituals are a recipe for happiness. Breakfast is where our guests feel at home, and the waffle has become the symbol of that experience.”
For Hampton, breakfast isn’t just about nourishment—it’s about creating moments of connection. Travelers may remember the first trip where they taught their child to flip the waffle iron, or the early-morning laughter shared over a plate of waffles before heading out on vacation adventures. By inviting guests to co-create a new flavor, Hampton is deepening that bond and allowing its community to leave a lasting mark on the brand.
“Hamptonality starts at breakfast, where our Team Members greet guests with our signature warm and friendly service that sets the tone of the stay,” Gandhi Buckley added. “This contest invites our guests to share in that magic and help us create the next flavor innovation that will become part of someone’s favorite travel moment.”
Contest Eligibility and Details
The waffle flavor contest is open to legal residents of the 50 U.S. states and the District of Columbia who are 18 years of age or older and registered Hilton Honors members. Joining Hilton Honors is free, making the contest accessible to anyone who wants to take part.
Key entry requirements include:
- Submitting an original video under 60 seconds that explains your waffle love and flavor idea.
- Completing the online entry form between August 22 and September 5, 2025.
- Following the official content guidelines outlined in the contest rules.
No purchase is necessary to enter, and the full official rules can be found on the contest website.
