A waffle is wonderful at any time. But a waffle at 4 in the morning when you’re cramming for a test or powering through a night shift might be heaven. Waffle House is here to oblige.
Waffle House recently announced that it is offering late-night delivery from 500 of its stores through its partnership with Olo, with plans to offer it in more of its 2,000 stores by the end of the year.
Guests can order through the brand’s website and app and the order will be routed to one of its 27 in-network delivery providers through Olo Dispatch. Olo has worked with Waffle House on online ordering and pick-up payments since 2023.
Unlike competitors that also offer delivery during the day, Waffle House will only deliver from 9 p.m. to 7 a.m. This could be a savvy call as late-night ordering has been growing. Orders from midnight to 5 a.m. were up 44 percent in the U.S. last year, according to DoorDash.
It’s somewhat surprising that the brand hasn’t been doing this all along, being that the brand prides itself on its 24/7 availability, and adding delivery shouldn’t add much to its costs.
It’s noteworthy that Waffle House has decided to keep control over its ordering channels through its Olo deal. But that also speaks to a larger trend. The 2025 Qu State of Digital Report showed that third-party ordering is not a top priority for revenue growth for brands. Only 7 percent of surveyed brands cited third-party ordering as a priority for revenue growth, while 40 percent are focused on first-party ordering.
“We are excited to offer our customers another ordering channel, with delivery, to enjoy Waffle House at night,” said Patrick Marshburn, executive vice president at Waffle House, in a statement. “We are going to bring the same commitment of providing great food and hospitality to delivery, ensuring guests can enjoy their Waffle House favorites wherever they are.”
