How I Got Waffle House to Slide Into My LinkedIn DMs (And What It Teaches About Authentic Social Media)

Sometimes the best business strategy is just being human.

A year ago, I was sitting in a Waffle House in Springdale, Arkansas, looking at that familiar yellow glow cutting through the evening light. Most business travelers would have pulled out their phones to find the "best" restaurant on Yelp. Instead, I did what felt natural—I took a photo and wrote about why this unpretentious diner chain deserves more respect than it gets.

What happened next caught me completely off guard.

Waffle House, Inc. jumped into my comments.

Not some social media manager with a generic "Thanks for the mention!" response. They actually engaged with my specific content, saying "there's wisdom in waffles. I will trust whatever decision they inspire."

That single interaction taught me more about authentic social media marketing than a dozen LinkedIn courses ever could.

The Post That Started It All

Here's what I wrote that night, completely unfiltered and unapologetically myself:

Waffle House, Inc. shining like a beacon of light in Springdale, AR. Traveling for work? Don't yelp for the hippest spots. Just look for the bright yellow lights.

On a budget? You're in luck partner. The All Star Special is only $11.99. And that sucker slaps.

That corporate card burning a hole in your pocket? Buy the whole restaurant a round of pecan waffles and be a hero.

Not healthy enough? Be quiet nerd. I put jalapeños on my hashbrowns. That's a vegetable.

Waffle House, Inc. if you're looking for LinkedIn influencers I'm about to crack 1,000 followers and I'll post as much as you want. All I need is some merch and coupons for free waffles. Think about it and get back to me.

Sincerely, Craigory Wayne Denison the 1st.

Was it polished? Absolutely not. Was it professional in the traditional sense? Hardly. But it was authentically me—and that made all the difference.

Why Humor Hits Different on LinkedIn

LinkedIn has become the world's largest networking event where everyone's wearing their "professional face." Most content follows the same tired formula:

• "I'm humbled to announce..."

• "Lessons learned from [insert dramatic story]..."

• "Here are 5 ways to [insert generic business advice]..."

But here's what I learned from my Waffle House experiment: people are desperate for authenticity in a sea of corporate speak.

When you inject genuine humor and real opinions into your content, several things happen:

1. You Cut Through the Noise

LinkedIn feeds are cluttered with content that sounds like it was written by the same AI bot. When you show up as a real human with actual personality, you immediately stand out. My post wasn't trying to teach anyone anything or sell them something—it was just me, genuinely appreciating a good waffle at the end of a long day.

2. You Give People Permission to Be Human

Professional doesn't have to mean personality-free. When I called myself "Craigory Wayne Denison the 1st" and admitted I put jalapeños on hashbrowns for nutritional value, I gave everyone reading permission to drop their corporate masks for a moment. That's magnetic.

3. You Create Connection, Not Just Engagement

Sure, generic motivational posts might get likes. But humor and authentic opinions create real connections. Waffle House didn't respond because they had to—they responded because my post resonated with someone on their team who also appreciates the simple joy of a good diner experience.

The Power of Real Opinions

Notice something about my Waffle House post? I had strong opinions:

• Don't waste time searching for trendy spots—trust the yellow lights

• The All Star Special is legitimately great value

• Buying everyone waffles makes you a hero

• Jalapeños count as vegetables (fight me)

Having opinions is polarizing by design. Some people thought my post was unprofessional. Others loved it. But polarization isn't the enemy of good marketing—indifference is.

When you take a stand, you:

• Attract people who share your values

• Repel people who don't (which saves everyone time)

• Create memorable content that people actually remember

• Build a personal brand that stands for something

The Waffle House Response: A Masterclass in Brand Engagement

Look at how Waffle House responded. They didn't say:

"Thanks for choosing Waffle House! We appreciate your business and value all our customers."

Instead, they matched my energy with: "there's wisdom in waffles. I will trust whatever decision they inspire."

This response was brilliant because:

• It matched my tone: Playful and slightly philosophical

• It showed they actually read my post: Not a generic reply

• It extended the conversation: "Wisdom in waffles" became part of the thread

• It humanized their brand: This felt like talking to a friend, not a corporation

What This Means for Your Social Media Strategy

Whether you're building a personal brand or representing a company, the lesson is clear: authenticity scales better than polish.

For Personal Branding:

• Share your actual opinions, not what you think people want to hear

• Use your real voice, complete with personality quirks and humor

• Tell stories from your life, not just your resume

• Be willing to be wrong or silly – perfection is boring

For Company Social Media:

• Hire people who can think on their feet, not just follow templates

• Give your team permission to be human in their responses

• Engage with content that aligns with your values, even if it's unconventional

• Match the energy of people talking about your brand

The Bigger Picture: Building Relationships, Not Just Followers

My Waffle House post wasn't successful because it went viral (it didn't) or because it generated massive engagement (it got a decent response but nothing crazy). It was successful because it created a genuine connection between me, Waffle House, and everyone who engaged with it.

That's the real opportunity in social media that most people miss. We're so focused on metrics—likes, shares, impressions—that we forget the point is to build actual relationships with real humans.

The businesses and professionals who win on social media aren't necessarily the ones with the most followers. They're the ones who create the most authentic connections.

Your Turn to Be Human

Here's my challenge for you: Next time you're crafting a LinkedIn post, ask yourself:

• Would I say this to someone sitting across from me at a coffee shop?

• Am I sharing something I actually believe, or just something I think will get likes?

• Does this sound like me, or like every other post in my industry?

• What would happen if I added just a little more personality to this?

The world doesn't need another generic professional update. But it desperately needs more people willing to show up as themselves—jalapeños on hashbrowns and all.

Because sometimes the most professional thing you can do is just be human.

And if you ever find yourself in a Waffle House at the end of a long day, remember: there's wisdom in waffles. Trust whatever decision they inspire.

P.S. - Waffle House, the offer still stands. I'm well past 1,000 followers now and my waffle game has only gotten stronger.