Yes you can name a brand name without using their logo.
That's not what the author did here -- he invented a fake logo and chose a domain name and title that include "WaffleHouse." Trademark law is specifically designed to prevent people from creating a fake logo and registering a domain that makes people think it is your own brand. Yes, there is some exception for parodies and criticism, but writing a review / parody sketch is a completely different format than a website that lists information that purports to be official open/closures of your business.
You can't create a product that contains the brand name of another product; I can't invent "Magic Kleenex" or "Better Google," so he similarly can't name something a "Waffle House Index." What he could do is name something "disaster index" or "breakfast restaurant index" where the data happens to be from the waffle house locations.
That's not what the author did here -- he invented a fake logo and chose a domain name and title that include "WaffleHouse." Trademark law is specifically designed to prevent people from creating a fake logo and registering a domain that makes people think it is your own brand. Yes, there is some exception for parodies and criticism, but writing a review / parody sketch is a completely different format than a website that lists information that purports to be official open/closures of your business.
You can't create a product that contains the brand name of another product; I can't invent "Magic Kleenex" or "Better Google," so he similarly can't name something a "Waffle House Index." What he could do is name something "disaster index" or "breakfast restaurant index" where the data happens to be from the waffle house locations.