From free continental breakfast to viral TikTok phenomenon, Hampton by Hilton turned a simple waffle into a billion-dollar branding lesson.

In this episode of Speak Easy, Amar Shah and Kaylee Chicoski explore how a single small luxury — the make-your-own waffle — became a masterclass in scalable hospitality, user-generated content, and fan engagement. It’s proof that in a world chasing perfection, the most powerful brands win through consistency, comfort, and community.

🎯 We talk about:

• How Hampton Inn turned waffles into one of the most recognizable hotel experiences in America
• Why “glamorizing the mundane” drives modern fandom and virality
• How fan-led TikTok trends became free marketing gold for Hilton
• What “small luxuries” teach us about brand experience and emotional connection
• The secret to creating scalable, repeatable rituals that build loyalty
• Why every brand should ask: What’s our waffle?

Show Notes

00:06 – Cold Open:
Kaylee and Amar introduce Speak Easy and the power of fan-first thinking through the story of Hampton’s breakfast waffle.

01:23 – The TikTok Effect:
How a viral POV creator turned the Hampton waffle into an internet obsession.

02:22 – UGC and the Breakfast Economy:
Fan-led videos, celebrity collabs, and the rise of “glamorizing the mundane.”

04:47 – Scalable Hospitality:
How small gestures — from DoubleTree cookies to Costco samples — create emotional connection and community.

07:09 – The Costco Connection:
Why customer rituals and small perks make fans feel like insiders.

09:29 – Designing for Feeling:
How brands can craft consistency and warmth without overproduced experiences.

11:47 – The Takeaway:
Every brand has a “waffle.” Find the small, repeatable experience that builds loyalty, love, and community.

Bloomberg article: https://www.bloomberg.com/news/features/2025-06-10/why-hampton-inn-is-the-hotel-brand-to-beat

Official Show Description

Speak Easy with Amar Shah and Kaylee Chicoski is where storytelling meets strategy and fandom becomes community.

Hosted by Emmy-winning storyteller Amar Shah and Shorty Award-winning strategist Kaylee Chicoski, the show explores how fan engagement drives culture, connection, and business growth.

From Taylor Swift to the Super Bowl, each episode, produced by West Egg Ventures, dives into how brands, creators, and fans build lasting loyalty through emotion, authenticity, and shared story.

Our Mission
We help sports, lifestyle, and culture-driven brands grow through fan-first strategy, creator-led content, and cultural activations that turn engagement into loyalty.

Learn more at WestEggVentures.com

📩 info@westeggventures.com

🎥 YouTube: youtube.com/@WestEggVentures

💼 LinkedIn: linkedin.com/company/west-egg-ventures