Growth
Waffle Love against its category
The biggest tracked US bakeries, donuts & desserts by card spend, with year-over-year growth of category share. Share means a chain's slice of tracked category spend. It can decline while the chain's own sales grow. The chart tracks Waffle Love's share of the category quarter by quarter, indexed to 2024 Q4 = 100.
| # | Chain | YoY share |
|---|---|---|
| 1 | Auntie Anne's | 0.0% |
| 2 | Nothing Bundt Cakes | +12.9% |
| 3 | Krispy Kreme | -11.9% |
| 4 | Paris Baguette | - |
| 5 | Tous Les Jours | - |
| 6 | Wetzel's Pretzels | -0.4% |
| 7 | Cinnabon | -1.7% |
| 8 | 85C Bakery Cafe | -2.5% |
| 9 | Insomnia Cookies | -11.0% |
| 10 | Great American Cookies | -2.3% |
| 94 | Waffle Love | -6.8% |
Share of tracked category spend, indexed
Store footprint
Store map
17 tracked Waffle Love locations across 5 US states. Utah, California, and Arizona hold 88% of them.
Tracked stores by state
- Utah 11
- California 3
- Arizona 1
- Idaho 1
- Texas 1
Customer overlap
Who shops at Waffle Love
Tracked chains Waffle Love customers also buy from more than a similarly active shopper would, indexed to the strongest overlap (100). From real card transactions.
More trends