Background: Waffle House is a 24/7 Southern diner chain known for its no-frills comfort food, cultural cult status, and legendary commitment to staying open, even during natural disasters.

Insight:In uncertainty, people find peace in the predictable.

Idea: Turn Waffle House’s unofficial Natural Disaster Index into a national campaign that repositions the brand as more than a diner—it’s America’s unofficial emergency system, serving comfort through chaos.